With pop-ups, the mall is being reimagined

 


Malls recognize that their survival is dependent on the evolution of how they engage shoppers. What is the result? The mall pop-up is back.

Mall operators used to be reluctant to allow a pop-up in their hallowed halls. Instead, they signed long-term lease agreements. Today, pop ups are revitalizing malls and attracting shoppers. Here are the reasons.

Reach a larger, more diverse audience

Pop-up spaces are often thought of as an outdoor parking lot, park, or local storefront. The mall space is not the only option. Pop-ups in malls offer huge opportunities to reach new clients.

Shopping malls can be a place where shoppers go to find the best mix of traditional stores and new experiences. The mall can be remodeled to give shoppers a surprise element in an environment they have grown to expect.

Although pop-ups are great in unexpected places, they require that you work harder to promote your installation and increase awareness. You can also benefit from the regular foot traffic if you open a shop in a mall. The mall also benefits from the unexpected, fleeting presence of a pop up.

Another store in the mall can be used to share your brand's influence. People who go to the mall to buy clothes may see your pop-up and decide to visit to check out what you have to say. Because of this influence, the shopper was initially attracted to the mall by another brand. Now you have a potential customer because they are close to you.

Fear of missing out is another motivating emotion. Family members could be searching for something to distract them (for example, endless winter in the northern states or between seasons of any state's sports). They have been to all the shops in town, as well as the hot spots. Check out the mall to see which fun pop-ups have arrived. A store that will be available today, but gone tomorrow...

The clearer, more established space is a great place to work.

Pop-up malls are much easier and cheaper than stand-alone ones. You don't need to build a new space. The four bricks and mortar that make up the walls already exist.

Pop-ups in malls can be used to extend an existing store. A pop-up at one end could highlight or launch a particular product, such as a new capsule line. The pop-up can be tied to your main store at the opposite end of the mall and direct customers to your front door. The pop-up can be used as a swing space that allows you to have a great experience at your main store.

When your mall pop-ups have finished, you can pack them and move them to another location. It's simple, efficient, and cost-effective - check it out!

E-commerce companies are realizing the benefits of having temporary brick-and mortar presences in malls. These pop-ups can be very effective in introducing products to shoppers and providing hands-on experiences that they are not able to offer online. These online retailers are attracted by the lower capital cost than permanent installations.

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For a win-win situation, create a symbiotic relationship.

Pop-ups give customers a sense that they are unique and new. Pop-ups are agile and don't depend on seasonal changes or holidays to change their look like traditional storefronts. They are modern beacons for evolution.

Malls are increasingly allowing pop-up shops to be designated. The limited number of shops keeps the exclusivity and uniqueness that drive FOMO and prestige.

Some malls are trying to break the cycle of the old business model by repurposing space vacated from anchor retailers such as Sears and Macy's. They then divide up the large floorplan into smaller shops. These could be individual shops or a group of pop-ups reminiscent of luxury flea markets.

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