BLOG 8
For this last week of blogging, I’ll talk about a really nice concept:
pop-up retails, better known as pop-up shops. They are ephemeral shop used in
marketing as a good way of communication, but also attract curiosity of
consumers toward the brand or launch a new product. More and more, companies
create pop-up store, with most of the time a new way of payment, quite
original. As pop-up store are different according to what the company try to
do, I choose 2 different pop-up stores: Daisy by Marc Jacobs, a pop-up tweet shop
in New York during the last Fashion Week in February and The Generous Store, by the chocolatier Anthon Berg in Copenhagen.
Daisy Marc Jacobs
In
order to promote his beauty collection, Marc Jacobs opened a very ephemeral (3
days) pop-up store. The particularity?: The payment! Indeed, each article of the store was “sale”
in return of tweets, instagram or Facebook post with the hashtag #mjdaisychain.
What a brilliant idea!
Despite
the fact that motivation of consumers
to obtain MJ polish nail (for example) will increase a lot because it cost
nothing (at least, no money), those kind of luxurious pop-up store, create also
a social need as well as an experiential need. According to the lifestyle and the image consumer wants to
convey to other people, the consumer will go to the pop-up tweet store and
share on Facebook/Twitter/Instagram the A-MA-ZING exprerience (s)he had! Holbrook and Hirschman (1982) said that
in experiencial need consumption is “involving a steady flow of fantasies,
feeling and fun”. Pop-up store create a special to make the consumer enjoy
purchases.
The Generous Store
The
Generous store, wanted to be differenciated from other pop-up store with a new
concept (again!). Contrary to Marc Jacobs’s pop-up store, the idea was pay-with-a-treat and no
pay-with-a-tweet. What a lovely store! Here is the video which explains a bit
more the concept.
Because
of the ephemerality of The Generous Store, Anthon Berg creates need recognition.
People are curious, and want to participate to the experience. Chocolate are
usually low involvement products but here, they allow to be generous, and, in
my point of view, the need created can be identified in Maslow’s hierarchy of
needs as a need of love/belonging. People usually like to be generous and also
buy present for themselves. The Generous Store allows both.
References:
· Consumer Psychology for Marketing 2nd edition – Gordon R Foxall, Ronald E Goldsmith and Stephen Brown
· Motivation and Personality (1987)Abraham H. Maslow
