Pop-Up Retail: Where Will It Go Next?

In 1997 Patrick Courrielche devised what was later called a one-day “ultimate hipster mall.” This is notable for two reasons. First, it was one of the first examples of what we know now as a pop-up retail. Second, I was unaware that the term “hipster” existed in 1997. My research shows it was coined in the 1990’s but did not become uber popular until the 2010’s. Did you notice that I fit “uber” into that sentence. Did you also notice that I am wildly off topic because this is supposed to be about pop-up retail?

Courrielche’s event was actually called The Ritual Expo. It was the catalyst for companies that liked the idea of creating short-term experiences to promote their brands to specific audiences. It prompted AT&T, Levi-Strauss, and Motorola to work with Courrielche on pop-up shopping experiences.

This form of retail goes back before 1997. Circuses, ice cream trucks, farmer’s markets, hot dog stands, and even the old bookmobile rate as pop-ups. For decades, Halloween shops have popped h-m-pop-upup prior to October 31st every year. Even the seasonal Christmas tree sellers meet the definition of a pop-up retailer. One could argue that many of the 5th Avenue flagship stores in New York are longstanding pop-up shops. That is because few make money from those locations and maintain the investment for awareness only.

The format has multiple benefits for the brand. It allows an interesting connection with existing customers while making a splashy introduction to new ones. Awareness tends to be the biggest benefit and not only for the foot traffic who happen by. Pop-ups are notorious for gaining traditional media and social media attention. As a whole, the investment is relatively reasonable. The square footage costs and promotion are upwards of 80% cheaper than a traditional retail store.

Pop-ups are also mini-labs of product development, customer service, and brand positioning. They pop-up-shopare active test centers. The format is ideal for launching new products, engaging new consumers and entering new territories. The Lion’esque Group specializes in pop-up retail. Their research shows that the average pop-up sees a 35% increase in sales from doors open to 6 months after doors close. As well, 50% off these pop-ups see an average increase of 30% on social media engagement over the lifespan of the pop-up shop. So they can pay off in multiple ways.

However, like any retail and marketing innovation there can be failure. Location, timing, weather, positioning, authenticity, value, uniqueness and other factors all come into play when conceptualizing and delivering a pop-up experience. Success is determined by pursuing fewer uniqlo-high-line-roller-skate-rink-06goals. I have witnessed Lululemon’s pop-up at the yoga festival, Wanderlust. Sales are not a goal. It exists to help spread the gospel of yoga through henna tattoos, music DJs, and comfortable seating to hang out and discuss downward dogs (by the way, I have never done yoga, the festival is held in near my home).

Creativity is key to pop-ups. Once upon a time, Ebay invited six interior designers to furnish an entire New York City penthouse. The designers were given a limited budget and could only use furniture and accessories purchased through Ebay.com. More recently, HBO funded a Game of Thrones container pop-up in Los Angeles and Marmite spread their acquired taste by popping up in London in the form of a cafe. This August, Dubai Airports’ duty free retailer, Dubai Duty Free and fashion and fragrance house Puig have opened the world’s first airport pop-up shop for its new fragrance collection, Herrera Confidential, at Dubai International Airport.

All this proves is pop-ups have longevity. And they are attractive to a wide variety of brands. Pond’s IMG_0194Cold Cream, Havaianas, Kate Spade, Dockers, Crown Royal, Gucci, HP, Method, Louis Vuitton, Meow Mix, and Hermes have all “popped-up”. UGG, H&M, and Uniqlo are popping up at the moment and Warby Parker will soon be joining with Nordstrom’s on a unique pop-up installation within select stores.

Statistics on pop-ups are a little thin but a new report out of the UK from EE and the CEBR suggests the pop-up retail sector is growing at 12.3% a year. They will hit £2.3bn in revenue 2015 and employ more than 26,000 people. The study estimates that Britain hosts more than 10,000 pop-ups and more than 10% of British retailers plan to open one in the next five years.

For all of the hype and news around online retailing, we still make 93% of our purchases in physical stores. Pop-ups are an interesting linking strategy between those locations and what happens online. For that reason and the others covered, they are definitely here to stay. What will be fascinating is how they evolve. I think they will mirror what has happened in advertising. That is less disruptive ads and more and more native ads. So my bet is they will move from being disruptive “pops!” and instead will be more seamlessly embedded into our society.

The Evolution of the TV Tray Table

Remember those gaudily decorated, cheap metal fold-out trays? With the advent of a television in every home in the 1950’s, families soon needed a way to hold food and beverage items while watching one of the three available channels. The TV tray table quickly became a must-have. Their IMG_2165design and ubiquity make them an undeniable pop culture icon.

So what came first the TV tray table or the TV dinner? National advertising for TV tray tables first appeared in 1952. Two years later, C.A. Swanson & Sons introduced the frozen TV dinner, marketing it as an easy-to-prepare, fun-to-eat meal, with a disposable tray that reduced clean-up time. The TV dinner tapped into excitement over television and the tray table was there to literally lend support. By 1960, nearly 90% of American homes had a television and a similar percentage had a TV tray table set.

My family had one. There is a pretty good chance you had a set too. They were loyal little things. We know Walter Frederick Morrison invented the Frisbee, Gregory Goodwin Pincus devised the oral contraceptive pill, Bette IMG_2164Nesmith Graham came up with Liquid Paper, Richard T. James brought us the Slinky, and William Greatbatch tinkered until he had the pacemaker. Sadly, the inventor of the TV tray table has never been credited.

The original models consisted of a metal tray with grips mounted underneath and a set of tubular metal legs with rubberized tips. The grips secured the legs, which could be opened up to support the tray, or collapsed for storage. When not in use the four trays were housed in a rack out of the way but always within reach.

TV tray tables are retro because for a time it seemed that they had entirely disappeared. That is, unless you happened across them in an aging family member’s home or at a garage sale where they stood like sad sentinels next to dusty wooden golf clubs and rusty gym weights. The fact is they never went IMG_2162away.

I am here to tell you that they evolved. In fact, when I set out to write this I contemplated calling it, “The Return of the TV Tray Table”, but that is inaccurate. They can be found in homes everywhere albeit in slightly modified, more progressive forms. These helpful friends are examples of furniture Darwinism in the home.

Early tray patterns included nature scenes, food illustrations, and later even television characters. The look of the trays emulated aesthetic trends of the day. See, they were always adapting. The original tray tables are still made today, some in retro styles mimicking the IMG_2158old ones. Others now come in sleek metal and wood modernist constructions.

The trays are marketed not only as platforms for food but as side tables, desks, and beverage trays. The recent retro fascination with repurposing and reusing items from yesteryear extends to the TV tray. They are popular particularly in small living spaces given they can be tucked away. In this era of Netflix binge TV watching and continuous Internet connection, more and more meals are being consumed in front of a screen. This may be sad for society but guarantees a long life for the TV tray table in all its incarnations.

David’s Tea: The Brand and Business

This originally appeared in Sparksheet.

Tea is gaining grounds in North America’s coffee culture and David’s Tea is looking to expand and modernize the millennia-old industry. Jeff Swystun examines the standing power of this bold brand as it steps onto the stock exchange and transitions from niche to mass market.

The bold sign, in cheerful teal and green, draws your attention. Curious, you peak inside and are greeted by a clean, bright environment and pleasing aromas. The aisles and displays resemble a cosmetic store. The goods are presented as precious keepsakes; the packaging suggests there is an item among them uniquely for you. A fresh-faced staffer attentively waits to answer any questions.

Welcome to the new world of tea.

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David’s Tea was founded in 2008. A newcomer to the centuries old tea business, but one confident that it could make the product relevant to the modern consumer. The opportunity is great, but the company also faces significant challenges. It must convert coffee drinkers, have smart distribution, and battle a competitor with deep pockets while keeping investors happy.

The Category

Tea has been a beverage of choice for centuries, since its origins as a medicinal elixir in Shang Dynasty China. The British famously popularized tea production for the western drinker and through trade took it global. The East Indian Tea Company was so successful it became a synonym for “monopoly”.

Tom Standage, author of The World in a Glass: Six Drinks That Changed History, writes, “Englishmen around the world could drink tea, whether they were a colonial administrator in India or a London businessman. The sun never set on the British Empire—which meant that it was always teatime somewhere.”

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