In what is shaping up to be a hot trend in physical retail, pop-up store-within-a-store is gaining traction among some big-name retailers. Earlier this week, JCPenney announced its plan to let Nike set up shops in over 600 stores locations across the country. The in-store Nike shops will be prominently placed within the stores’ men’s department and feature an extensive assortment of apparel and accessories. This is the second national retail partnership JCPenney has arranged, following its decision to add cosmetics retailer Sephora to more than 500 locations in 2015.
Similarly, fashion retailer Nordstrom is embracing the “pop-in” concept with a three-part collaboration series with South Korean fashion and beauty brands. The series, titled KPOP-In@Nordstrom, kicked off in January with a partnership with Korean eyewear brand Gentle Monster, which has set up a makeup station area in select Nordstrom locations. Previously, Nordstrom has partnered with fashion brands such as Topshop, Madewell, New Classics, Warby Parker, and Bow & Drape for similar pop-up initiatives.
What Retailers Need To Do
One obvious reason why such partnerships are gaining momentum is that, challenged by the fierce competition of the fast-growing online retailers, big-box retailers are starting to reconsider their retail strategy and becoming more open to invite outsider brands to deliver an in-store customer experience that hopefully will drive foot traffic.
Besides, brick-and-mortar retailers are also retooling their stores to become more experience-focused, and bringing in new brands to set up temporary shops is a cost-efficient way to refresh the in-store experience and keep shoppers interested. For example, the new Nike flagship store in downtown Manhattan is designed to let customers try on different products in common workout scenarios such as playing basketball or jogging. For retailers, these examples of experiential retail should serve as inspirations to figure out how to craft an engaging in-store experience that attracts shoppers.
How We Can Help
To that point, brick-and-mortar retailers can also benefit greatly by leveraging the digital technologies available to deliver a unique in-store experience. The Lab has extensive experience working with retail, beauty, and CPG clients to create and implement digitally-enhanced experiences for their stores. The recently-opened NYX Cosmetics store at Union Square is a proud showcase of our team’s work in crafting a digitally enhanced, innovative retail experience.
If you’d like to learn more about how your brand can develop an updated retail strategy and implement digital-driven retail solutions to transform your in-store experience, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.