pop-up shop trend<\/a>, which\u00a0has grown into an industry segment that rakes in\u00a0$10 billion annually, according to PopUp Republic, a niche service provider. Recent successful pairings include Sephora and J.C. Penney Co., Finish Line and Macy\u2019s and Best Buy and Samsung.<\/p>\nSymbiotic relationship<\/h2>\n
A truly beneficial partnership for all, both the consumer brand and retailer benefit from the shop-in-shop arrangement. A fresh brand can breathe new life into a\u00a0major retailer by offering new and exciting products, while consumer brands gain new visibility and create a\u00a0greater presence in the store. Large retailers also don\u2019t have to worry about filling up space with their own merchandise, while consumer brands can become destination shops in and of themselves. Shop-in-shops are good for consumers, too.\u00a0Conveniently, shoppers get access to intimate brand experiences within a retail setting.<\/p>\n
But, in order for a shop-in-shop to be successful, brands must pick the right complementary partners.<\/p>\n
Consider your needs<\/h2>\n
As a brand deciding on a retailer\u2014usually a big-box retailer\u2014to pair with, it\u2019s important to consider your mission for opening a shop-in-shop, the amount of space you will need and other relevant location preferences (outdoor areas, parking, etc.). Understanding these\u00a0factors will allow you to more easily determine the right location that best suits your needs. An example of a brand perfectly utilizing a large space is Sephora and J.C. Penney Co.’s partnership, which began in 2006. Today, there are nearly 400 J.C. Penney Co. stores that feature Sephora shops. Most of these spaces are around 2000 square feet, sell a large variety of beauty products and have become destination shops for many consumers.<\/p>\n
In 2013, Samsung launched 1400 \u201cSamsung Experience\u201d mini-stores inside Best Buys across the country. These successful kiosks allow Samsung to not only showcase\u00a0its products but also increase brand visibility.<\/p>\n
Understanding the customer base<\/h2>\n
By the year 2020, the consumer intelligence firm Walker predicts in its recent report,\u00a0Customers 2020, <\/em>that\u00a0customer experience will overtake price and product\u00a0as the key brand differentiator. It\u2019s not just the physical space that is important. Brands must also understand the types of customers who frequent these retailers.<\/p>\nOnline-only retailers can also use the shop-in-shop model to test out a brick-and-mortar space and better understand their customer base. In 2012, online retailer Bonobos partnered with Nordstrom to transform\u00a0its online store into specialty shops inside 20 Nordstrom locations and 11 Belk department stores. Allowing customers to interact with\u00a0Bonobos products in person proved to be a successful way to test the waters of a brick-and-mortar concept.<\/p>\n
Management is key<\/h2>\n
Whether opting in with a single pop-up location or planting firmly with standalone stores to meet the expectations of consumers who demand the best of both worlds, alignment in goals, design along with effective implementation and management is mission-critical to a company\u2019s success.<\/p>\n
CEO & co-founder of\u00a0CS Hudson<\/a>, Joe Scaretta leads his firm\u00a0in delivering turnkey services and purpose-built facility solutions\u00a0within the retail, restaurant, health-care, industrial and commercial sectors.<\/em><\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":"
The shop-in-shop trend has grown into an industry segment grossing $10 billion annually. Learn how brands can pick the right complementary partners in order to capture more walk-in customers. <\/p>\n","protected":false},"author":1117,"featured_media":1004200578,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[23891,21742,21749,21684],"tags":[38599],"class_list":["post-1004198864","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-national","category-latest","category-retail","category-viewpoint","tag-cs-hudson"],"acf":[],"yoast_head":"\n
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