{"id":1147,"date":"2018-10-22T15:27:23","date_gmt":"2018-10-22T19:27:23","guid":{"rendered":"http:\/\/rebeccahorton.net\/?p=1147"},"modified":"2018-10-22T15:28:30","modified_gmt":"2018-10-22T19:28:30","slug":"the-pop-up-paradigm-is-outdated-heres-how-were-rethinking-it","status":"publish","type":"post","link":"https:\/\/rebeccahorton.net\/rebeccahorton\/the-pop-up-paradigm-is-outdated-heres-how-were-rethinking-it\/","title":{"rendered":"The Pop-up Paradigm is Outdated. Here\u2019s How We\u2019re Rethinking It."},"content":{"rendered":"<p id=\"19ed\" class=\"graf graf--p graf-after--h3\">Let\u2019s say you\u2019re the brain behind an awesome small brand on the rise and you want to take it physical. You Google \u201cpop-up agencies\u201d simply looking for some ideas and help. What do you find? What are you promised?<\/p>\n<p id=\"7d53\" class=\"graf graf--p graf-after--p\">Largely, retailers who dive into researching how to do a pop-up are bombarded with imagery of cool, sexy spaces. The existing imagery promotes this feeling of FOMO and one-upmanship. The attention is focused on the physical manifestation of the brand\u200a\u2014\u200abut that isn\u2019t always what retailers should be testing.<\/p>\n<h2 id=\"c87d\" class=\"graf graf--p graf-after--p\"><strong class=\"markup--strong markup--p-strong\">Don\u2019t pop up, prototype<\/strong><\/h2>\n<p id=\"eb0a\" class=\"graf graf--p graf-after--p\">At\u00a0<a class=\"markup--anchor markup--p-anchor\" href=\"http:\/\/wearepaperplane.com\/\" target=\"_blank\" rel=\"nofollow noopener\" data-href=\"http:\/\/wearepaperplane.com\/\">Paper Plane<\/a>, we focus on the value of prototyping, instead of pop-ups merely for the sake of popping up in a physical (and Instagrammable) location with physical product. A look-and-feel prototype is only one type of prototype, and it may not serve every business\u2019 purposes. If you\u2019re looking at ramping up your marketing, is a physical pop-up the best way to spend your money? If you\u2019re running a pop-up that focused on testing, maybe your focus won\u2019t be spending on a Pinterest-worthy space. Maybe you\u2019ll try making operational changes or test adoption of a type of product.<\/p>\n<p id=\"5236\" class=\"graf graf--p graf-after--p\">A discerning shopper doesn\u2019t have to wander far in places like Carson City or SoHo to find evidence of retailers who were too focused on the physical manifestation of the brand, as opposed to the guts, the \u201cwhy\u201d behind the brand\u2019s presence there.<\/p>\n<p id=\"a3d3\" class=\"graf graf--p graf-after--p\">Launching a retail concept without a mindset of prototyping and testing can lead to some unfortunate snafus our team has experienced firsthand, such as:<\/p>\n<ul class=\"postList\">\n<li id=\"b6cd\" class=\"graf graf--li graf-after--p\">A local grocer that focuses thousands of dollars on renovating their smoothie bar while their point of sale system regularly malfunctions and is offline hours at a time\u200a\u2014\u200athus bringing in more foot traffic that staff can\u2019t convert to paying customers, and creating a bigger version of their problem<\/li>\n<li id=\"c143\" class=\"graf graf--li graf-after--li\">A beautiful new location of a popular upscale restaurant that\u2019s been decorated to a T, yet has low traffic, inconsistent service and a bad menu that\u2019s off-theme\u200a\u2014\u200aputting money in the space instead of concentrating on how to execute the concept properly<\/li>\n<li id=\"b022\" class=\"graf graf--li graf-after--li\">A brand so focused on a mall kiosk location they\u2019d already set their hearts on that they lost sight of the original mission behind popping up, and whether that was even the best place for their target market<\/li>\n<\/ul>\n<p id=\"440c\" class=\"graf graf--p graf-after--li\"><span class=\"markup--quote markup--p-quote is-other\" data-creator-ids=\"e180d11137d8\">It all comes down to where retailers are empowered to focus their resources. Are they investing in the sexy feel-good stuff, or in sustainable systems? Ultimately, who cares if you have a gorgeous space if nobody comes?<\/span><\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1149 size-large\" src=\"https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/w_trestles_popup-69.jpg?resize=697%2C466&#038;ssl=1\" alt=\"\" width=\"697\" height=\"466\" srcset=\"https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/w_trestles_popup-69.jpg?resize=1024%2C684&amp;ssl=1 1024w, https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/w_trestles_popup-69.jpg?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/w_trestles_popup-69.jpg?resize=768%2C513&amp;ssl=1 768w, https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/w_trestles_popup-69.jpg?resize=330%2C220&amp;ssl=1 330w, https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/w_trestles_popup-69.jpg?w=1394&amp;ssl=1 1394w, https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/w_trestles_popup-69.jpg?w=2091&amp;ssl=1 2091w\" sizes=\"auto, (max-width: 697px) 100vw, 697px\" \/><\/p>\n<h2 id=\"39db\" class=\"graf graf--p graf--startsWithDoubleQuote graf-after--p\"><strong class=\"markup--strong markup--p-strong\">\u201cWe\u2019ve already figured it out\u201d<\/strong><\/h2>\n<p id=\"ffd5\" class=\"graf graf--p graf-after--p\">Businesses like simple solutions. They like to say yes or no quickly, because solving problems quickly feels good. However, the very nature of a pop-up is trying something new and figuring things out on the fly. Because of most retailers\u2019 desire for that simple solution, too many pop-up consultants say, \u201cWe\u2019ve already figured it out,\u201d offering that security the retailer craves\u200a\u2014\u200athat certain media splash or guaranteed sales bump.<\/p>\n<p id=\"4f46\" class=\"graf graf--p graf-after--p\">What works for one brand won\u2019t necessarily work for another. For instance, there\u2019s currently an almost dizzying focus on a certain curated luxury-minimalist aesthetic in pop-up shops in, appropriately, luxury markets. Some pop-up real estate companies even offer chic, sleek fitting rooms and mirrors as part of their rental package, offering little space for a retailer to ask themselves whether mirrors or fitting rooms are even right for the concept? Likewise, pop-ups are heavily concentrated in New York or San Francisco\u200a\u2014\u200amarkets that don\u2019t reflect the income or habits of the average US consumer\u200a\u2014\u200aand cater to the millennial shopper. Retailers that test in these limited ways come away with limited insights and limited long-lasting results.<\/p>\n<p id=\"6eb5\" class=\"graf graf--p graf-after--p\">There is no cookie-cutter answer to what a pop-up should explore for a business. The answer lies with the actual (and not imagined) customer, the expert whose answers are often far from an uncomplicated, soothing \u201cyes\u201d or \u201cno,\u201d whose needs often lie outside of a chic fitting room in LA. Therefore, curiosity is essential, for the retailer and the pop-up consultant who claims to serve them, as is resisting the temptation to begin and end your pop-up concept with a focus on real estate instead of overall goals.<\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1150 size-large\" src=\"https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/q_paper_plane_5_2018-22.jpg?resize=697%2C454&#038;ssl=1\" alt=\"\" width=\"697\" height=\"454\" srcset=\"https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/q_paper_plane_5_2018-22.jpg?resize=1024%2C667&amp;ssl=1 1024w, https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/q_paper_plane_5_2018-22.jpg?resize=300%2C195&amp;ssl=1 300w, https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/q_paper_plane_5_2018-22.jpg?resize=768%2C500&amp;ssl=1 768w, https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/q_paper_plane_5_2018-22.jpg?w=1394&amp;ssl=1 1394w, https:\/\/i0.wp.com\/rebeccahorton.net\/rebeccahorton\/wp-content\/uploads\/2018\/10\/q_paper_plane_5_2018-22.jpg?w=2091&amp;ssl=1 2091w\" sizes=\"auto, (max-width: 697px) 100vw, 697px\" \/><\/p>\n<h2 id=\"3098\" class=\"graf graf--p graf-after--figure\"><strong class=\"markup--strong markup--p-strong\">Chasing the $5,000 idea<\/strong><\/h2>\n<p id=\"a20a\" class=\"graf graf--p graf-after--p\">Curiosity can be uncomfortable. Retailers don\u2019t like to live in the fuzzy front end of design, where you have to go through a lot of iterations with circuitous trial and error. Businesses try to get themselves out of the fuzzy front end by throwing a dart in a direction, even if it isn\u2019t the right direction to go, and then are tempted to quickly put resources behind that direction before they\u2019re confident. You can be very arbitrary when you\u2019re avoiding discomfort, not to mention when you have so many prominent shiny examples of competitors\u2019 pop-ups in front of you.<\/p>\n<p id=\"f6c6\" class=\"graf graf--p graf-after--p\">The pressure from folks like Nordstrom is real, and it can feel like you have to spend like a legacy retailer to grab the same impact. But take it firsthand from someone who worked for a large retailer\u200a\u2014\u200ait can be quite chaotic and arbitrary in big shops, too. They don\u2019t have it any more figured out than anybody else. They\u2019ve got an \u201cinnovation\u201d budget, or went to a conference where they heard about some pop-up that sounds important and interesting, and they\u2019re spending large chunks of cash on renovating old stores or popping up in luxury markets, instead of finding the $5,000 or $500 idea they could test instead. The $5,000 question is, \u201cHow cheaply can we test this idea?\u201d Instead of defaulting to, \u201cHow much of a splash can we make with this entire $20,000 budget?\u201d<\/p>\n<p id=\"1545\" class=\"graf graf--p graf-after--p\">Paper Plane believes success belongs to the brand that\u2019s willing to invest their time and energy into being adaptive, modular and flexible; the brand that\u2019s excited to be proven wrong by their customer; the brand ready to explore an idea and be willing to take the next step when our experiment proves their hypothesis.<\/p>\n<p id=\"51bc\" class=\"graf graf--p graf-after--p graf--trailing\"><a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/wearepaperplane.com\/\" target=\"_blank\" rel=\"nofollow noopener\" data-href=\"https:\/\/wearepaperplane.com\/\">Get to know Paper Plane<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Let\u2019s say you\u2019re the brain behind an awesome small brand on the rise and you want to take it physical. You Google \u201cpop-up agencies\u201d simply looking for some ideas and help. What do you find? What are you promised? Largely, retailers who dive into researching how to do a pop-up are bombarded with imagery of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1148,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6],"tags":[49,45,10,50],"class_list":["post-1147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-popup","tag-prototyping","tag-retail","tag-testing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Pop-up Paradigm is Outdated. Here\u2019s How We\u2019re Rethinking It. - Rebecca Horton - Service Design, Growth Strategy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rebeccahorton.net\/rebeccahorton\/the-pop-up-paradigm-is-outdated-heres-how-were-rethinking-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Pop-up Paradigm is Outdated. Here\u2019s How We\u2019re Rethinking It. - Rebecca Horton - Service Design, Growth Strategy\" \/>\n<meta property=\"og:description\" content=\"Let\u2019s say you\u2019re the brain behind an awesome small brand on the rise and you want to take it physical. You Google \u201cpop-up agencies\u201d simply looking for some ideas and help. What do you find? What are you promised? 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