Capturing millennials and driving purchase: pop-up stores' retail strategy approaches in Paris

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Rousselot, Léa
Issue Date
MSc in Marketing
Dublin Business School
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Purpose: Today the retail sector is challenging, the pop-up store is a new tool of the marketing strategies. The purpose of this paper is to understand why pop-up stores match with millennials’ shopping expectation. It examines precisely the millennials ’expectations and feelings, and brand perception towards pop-up retail. It explores the atmospheric design and in-store experience strategy and effect on consumers. It will also discuss the brands’ goals in using pop-up stores and their retail strategy to reach them. Design/methodology/approach: This study adopts a qualitative research, in a complete analysis of three pop-up stores in Paris. The three pop-up stores were from Weight Watchers a well-known food products and diet program company, Etat Pur a cosmetics and pure player brand, and Nuxe a well-known French cosmetic brand. These brands were chosen for their awareness, distribution and objectives differences, to cover diversified motivations. After visiting these pop-up shops, focus groups have been carried out with millennials as well as in-depth interview with professionals in charge of the respective pop-up stores, and the CEO of a pop-up store agency. Practical implications: This paper provides relevant concepts, theories and findings for marketing planners considering pop-up store for their future marketing strategy. It also recommends some strategy to carry out with concrete example depending on the marketing objectives.