The Mass Merch Scaling Challenge: Urban Shoppers

Mass merchandiser scaling. Everyone seems to be heading for the city, including mass merchandisers. Megastores like Costco and Kmart, which are typically suburban-based megastores, have always relied on large swathes of the population to buy anything and everything within their walls.

These physical giants must expand their business and store portfolio. It is time to target the next generation of golden people: the millennials living in big cities. Mass merchandisers need to reach them with smaller urban stores and create shopper moments on both a small and large scale.

These urban shops open up new possibilities. CLICK to TWEET To pull it off, companies need to dig deep and optimize signage and displays so they stand out in large spaces and don't overwhelm smaller floorplans.

Scale down, but scale well

Mass merchandisers have been leading urban movements. Target opened a store in Herald Square this fall, which is a high-traffic area. The store covers 43,000 square feet. The retailer was limited to a third their normal square footage and had to make major decisions about which brands and products would be best suited for this urban location.

This required the company to be more selective. It was clear that not all merchandise they sell in their large stores could be fit into this smaller space. Target needed to get to know their customers better in New York City. They had to understand what their shoppers wanted and what they craved. Target carefully curated their product mix to maximize their revenue per square foot.

Urbanization is not just about merchandising. Brands can also find success by promoting their location, beyond strategically choosing products. Smart, strategically placed signs can make a big impact on your location. Retailers can encourage shoppers to shop at larger stores farther away.

To avoid confusion in brand image, it is important that both compact and large stores have the same look and feel. Your branding can be scaled down to fit the urban concept store, and it will still work seamlessly with the larger store experience.

It can be difficult to maintain this continuity across scales. This requires more than just creativity in branding materials. A specialty shop that is skilled in scaling is essential for the suburban/urban blend.

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At every level, impress your audience

This new generation is likely to have different shopping habits than the older generations. Companies should also be aware of these differences. People who live in cities are known for their fast-paced lifestyles. While leisure shopping is still a hobby for many, shoppers in urban areas are more likely to shop at megastores and are less likely to wander.

Although 43,000 square feet may be smaller than the Target store, it is still quite a bit of ground for shoppers to cover. Shoppers in cities want efficiency, but with a touch of surprise and delight. Shopping should be fun and efficient. Shoppers will return for more.

The easiest way to impress a buyer is by selling them something. Creative displays that combine functionality and design. This doesn't necessarily mean that the store is bigger. You can think outside the box and use dimension to present your logo or product in a new way. You don't have to conform to the standard and you can present everything for consideration. You can scale your display up or down according to the size of your store with a great display idea.

Pop-Up for Social Good: Give Back and Get More

The younger generation is more inclined to support charities and companies that align with them. Their parents are also jumping onboard.

Although this trend isn’t groundbreaking, it is showing significant growth and shows no signs of slowing down. All industries are paying attention - they actively tie themselves to charitable Initiatives, from Microsoft’s support for girls in STEM to Shazam’s Alzheimer’s awareness campaign.

Are you looking for the most memorable social good movements? Pop-ups.

There are two ways to promote a cause. These are some ways to make your initiative shine:

Take advantage of timing

Timing is key to social good. Months and days are dedicated to recognizing specific causes or educational initiatives. Make sure your pop-up is memorable. Keep your pop-up on time. You can think of the possibilities for a pop up on Earth Day, April 22, or a month-long campaign to celebrate LGBT Pride in June.

Harry's, a popular shaving company has tied its name to Movember to increase awareness about men's health. To reward participants, the company launched limited edition razors and donated thousands of dollars to the cause. They could do more and make a bigger impact by launching a retail pop-up that will reinforce their commitment. Let's celebrate the end to the long hairy month by holding a pop-up shave event for participants. It can be used to introduce men to all the products, not just razors.

There are a number of ways to tie your brand to a cause. Brands launched several marketing campaigns to encourage consumers to support gender equality in light of International Women's Day. They didn't succeed in promoting gender equality. Why? They weren't real. They weren't genuine.

While consumers want social goodness, they are also dissatisfied by corporate greed. Pop-ups that are socially responsible or cause-driven need to go beyond a simple message of support. They must directly benefit the causes they celebrate. Follow the example of millennials and make sure your money (or corporate message!) is where it's needed most.

You can even put your commitment into practice. Pop-ups are a great way to implement your commitment. Pop-ups are exciting, spatially controlled, and time sensitive, making them ideal for charity demonstration, interaction, and engagement. Pop-ups can be used as an extension of your retail marketing strategy.

Your story is yours

Pop-ups do not have to be tied down to a calendar. A pop-up can be used to announce a change in your brand's corporate message. Are you announcing your commitment to sustainability? Do you want to direct your charity spending towards poverty? Pop-up events are a great way to do this.

Pop-ups can be more than just a fun way to show your brand and offer a new approach to retail customers. Pop-ups are loud and memorable. The event can be used to announce something larger - something that will become a part of your company's fabric.

To increase your impact, partner up

Actively partnering with a charitable or non-profit organization is the best way to cement your commitment to a cause. This allows for seamless branding and your customers will be able to see the impact of your initiatives as well as the concrete ways that you are giving back.

Partnerships open up new avenues for potential customers. These pop-ups allow you to connect directly with non-profit audiences, impress them with creativity and commitment, and win their patronage.

It also benefits your customers by opening their eyes to a charity they might not be aware of. Lacoste has. The brand "alligator", which is a t-shirt and sweater brand, is reminding its fans of endangered animals with every use.