品牌遊擊店"快閃"賺錢的五大法門
Walk through any major shopping district, and you're likely to stumble upon a number of Pop-up shops. From online brands testing the waters for a physical presence to major retailers testing out new products, the pop-up concept has become a major tool for businesses regardless of size.
走在任何一個大型商業區裏，大家都會發現不少所謂的“快閃”店（亦稱作“品牌遊擊店”）。有些是在線品牌試水實體經營，有些則是大型零售商在試賣新產品。現如今，“快閃”理念已經成了大大小小的企業的一個重要工具。The short-term retail market has exploded over the past few years, bridging the gap between e-commerce and brick-and-mortar stores and enabling brands a chance at premium real estate at a fraction of the cost. In fact, temporary retail continues to thrive as an $8 billion industry that's grown 16% annually since 2009, according to a recent Specialty Retail Report. Major online brands like Amazon (AMZN) and Google (GOOG) have experimented with short-term leases to showcase new products while national retailer Nordstrom has collaborated with online jewelry marketplace BaubleBar and fashion brand Top Shop to set up within the department store.
過去幾年，短期零售市場如雨後春筍般蓬勃發展，不僅在電子商務和實體商務之間架設了一座橋樑，而且讓很多品牌有機會只用很少的資金租用高端地產進行短期零售。根據最近的一份專營零售報告顯示，自從2009以來，臨時零售行業的年增長率達到了16%，市值已達80億美元。亞馬遜（Amazon）和谷歌（Google）這樣的網絡巨頭紛紛在大商場裏簽訂短期租約，展示自己的新產品。而全美連鎖的高檔百貨店諾德斯特龍（Nordstrom）也與網絡珠寶商BaubleBar和時尚品牌Top Shop合作，在自己的門店內設置專櫃。More and more companies are realizing a pop-up is not only a chance to generate more sales but also to learn more about customers and how a brand translates and who it influences. To illustrate, here's a look at five ways how a business can benefit from a soon-to-be permanent model in the retail industry:
越來越多的企業正在意識到，“快閃”式的零售店不僅可以帶來更多的銷售額，同時也能讓品牌進一步地瞭解顧客，瞭解品牌的演化過程，瞭解它會影響哪些人。下面謹爲大家介紹企業可以從“快閃”式零售店獲益的五種方式：
1. Offload inventory and test out a new revenue stream
1. 利用“快閃”店清倉甩貨、同時嘗試尋找新的收入流Pop-up shops inherently evoke a sense of urgency with "limited time" offers, which helps boost sales and often converts to larger purchases.
“快閃”店由於開設的時間有限，一般會給人造成一種緊迫感，所以往往會促進銷量，而且經常會轉化爲更大額的採購。"We have had clients that have seen their cart size grow two times when their online customer walks into a space where they can touch and feel the brand," says pop-up architect Melissa Gonzalez.
“快閃”店建築師梅麗莎o岡薩雷斯說：“我們有些客戶開設了快閃店後，由於顧客可以在店裏觸摸到、感覺到這個品牌的商品，所以他們購物車的規模擴大了兩倍。”The informal, spontaneous setting might generate more revenue or allow a store to feature inventory in a fresh way, says Anton Commissaris, the North American president for point of systems service Vend. For example, let's say a running store is trying to move old inventory through the use of sidewalk racks. If the storeowner instead uses a pop-up truck and drives to a different part of town, the clothing becomes instantly new to a different group of consumers. Meanwhile online companies like Etsy can test the brick-and-mortar business to see if their merchandise attracts foot traffic in the same way it can digitally.
零售點系統服務商Vend公司北美總裁安頓o康米薩利斯指出，這種非正式的購物環境可能帶來更多的收入，或者讓商家以一種新的方式向消費者展示存貨。比如有一家商店想通過在街頭擺攤的方式清倉甩貨。但是如果店家開着一輛“快閃”貨車到城市的另一個區域去賣貨，那麼這些衣服可能對於一羣不同的消費者來說，就立即變成了新鮮款式。同時像Etsy這樣的網商也可以通過試水實體生意，來看看自己的產品在實體店是否一樣具有吸引力。2. Test out new products or experiment with new concepts
2. 測試新產品或新理念Pop-up shops are a great way to incubate an idea in a confined timeframe and isolated scope, adds Gonzalez, who owns a pop-up specialty firm. Demonstrating new products enables a business to collect customer feedback and suggestions before fully going to market. Existing brands like Google or Nordstrom (JWN), which more recently launched a New York pop-up to promote Sarah Jessica Parker's new shoe line SJP, are also leveraging pop-up shops to experiment with new collections or concepts.
梅麗莎o岡薩雷斯自己就有一家專門承接“快閃”店業務的公司。她表示，如果要在有限的時間和地域內孵化出一個點子的話，“快閃”店是一個非常好的平臺。它使商家可以在全面進軍市場之前，先通過這個平臺向消費者展示自己的產品，獲取消費者的反饋和建議。像谷歌和諾德斯特龍等大企業如今都在利用“快閃”店試驗新產品或新理念。諾德斯特龍最近還在紐約新開了一家“快閃”店，銷售好萊塢女星薩拉o傑西卡o帕克代言的女鞋品牌SJP。Smaller retailers can also use pop-up shops or trucks as an opportunity to reach and retain more customers. Use it as a chance to hand out an exclusive discount or gift card to spend at the larger store or online, giving consumers a reason to return after the pop-up closes.
小型零售商也可以利用“快閃”店或“快閃”售貨卡車去招攬更多的顧客。同時你也可以利用這個機會向顧客提供下次到本店顧物的特別折扣或者禮品卡，給顧客一個“快閃”店關閉之後繼續到你店裏消費的理由。3. Use it as a marketing opportunity to create brand awareness
3. 利用“快閃”店作爲營造品牌認知度的機會More companies are using pop-ups as a marketing tool for brand extension. By incorporating incentives for customers to share their experience on social media channels like Twitter and Facebook, companies can create a larger organic buzz about their brand. By analyzing social media chatter, a marketing team could examine word sentiment around their brand and look for new potential influences for future campaigns. A temporary physical setup also gives online brands a chance to make consumers aware of their online store, attracting local foot traffic they may not have otherwise had.
越來越多的公司正在把“快閃”店當成提升品牌認知度的一個營銷工具。通過向顧客提供激勵，促使顧客通過Twitter和Facebook等社交媒體分享自己的購物體驗，企業可以達到良好的品牌知名度。同時通過分析社交媒體數據，品牌的營銷團隊還可以瞭解圍繞這個品牌的口碑，爲以後尋找新的宣傳點。另外，一個短期的實體店還能讓消費者有機會了解他們的線上商店，爲他們在當地帶來無法通過其它途徑獲得的客流量。Technology-driven companies can also use a temporary space as a way to educate customers on what makes their product unique to the market.
科技型企業還可以通過“快閃”店讓顧客瞭解到自己產品的獨特之處。"A sense of discovery will deepen a customer's connection of the brand as they embrace the 'wow' factor," Gonzalez says. "Be it a groundbreaking formulation or a disruptive technology.
岡薩雷斯說：“無論是某種突破性的配方，還是某種顛覆性的技術，只要它讓顧客覺得驚豔，這種發現感就會加深顧客與品牌的聯繫。”Vend's point of sales system and in-store sensors allow companies to collect data on their customers. For example, a customer can assess foot traffic during specific weather conditions, conversion rates and cart contents. This type of big data can inform merchandisers and marketers on how to better position and target campaigns or window designs in the future, Gonzalez adds.
Vend公司的零售點系統和店內傳感器使它可以收集關於顧客的數據。比如，客戶可以衡量在特定天氣條件下的客流量、轉化率和購物車裏的內容。岡薩雷斯指出，這種大數據技術可以讓商家和營銷人員明白怎樣才能更好地開展廣告宣傳活動，或者告訴他們今後怎樣更好地進行櫥窗設計。4. Timing a pop-up in conjunction with seasonality or holidays
4. 結合季節性因素或節假日時機開設“快閃”店As we already know, consumers tend to buy during seasonal and holiday shopping. By creating a seasonal experience, companies can provide a "one-stop shop" for customers.
我們知道，消費者在購物上具有季節性傾向，而且喜歡在節假日購物。所以企業可以通過結合季節性因素爲顧客體供“一站式購物”體驗。季節性“快閃”店也給零售商提供了一個與其他企業合作的機會。比如，如果你是一家在線珠寶商店，那麼你就可以與花店或者巧克力作坊合作，開一家專門做母親節生意的“快閃”店，讓消費者在店內更能獲得“發現”的快感。Seasonal shops are also an opportunity for retailers to collaborate with other businesses. For example, an online jewelry store could partner with a florist or a chocolatier and brand the whole experience as a Mother's Day shop, giving consumers more of a discovery experience while inside.
“店中店”則是另一種日益流行的“快閃”店模式。所謂“店中店”就是允許一家小公司在另一家大型零售商門店中設立專櫃或專區，測試產品的銷路。The store-within-a-store model is another type of pop-up that's becoming more common. Allowing smaller businesses to test market their items by setting up a stand or an area within a larger store may attract new business for the bigger retailer.
5. 全渠道零售將成爲行業的未來5. Omni-channel retail is the future of the industry
越來越多的企業正在利用所謂“全渠道”的零售模式，也就是既在網上銷售，也在實體店和路邊攤銷售。正如麻省理工學院（the Massachusetts Institute of Technology）的一篇報告《超越購物車》指出的那樣，隨着消費者逐漸習慣利用多個平臺進行發現和購物，許多零售商也不再按照渠道對銷售進行劃分。More businesses are leveraging Omni-channel retail, or the seamless approach of a retailer selling online, in a store and on the road. As the Massachusetts Institute of Technology (MIT) report "Beyond the Checkout Cart" points out, many retailers are no longer distinguishing sales by channels while consumers are using a multi-platform for discovery and purchase.
消費者喜歡那些“平易近人”的品牌，也就是能讓他們輕輕鬆鬆購物的品牌。如今實體店已經日益淪爲“樣品間”，也就是說，消費者一邊在實體店裏看貨、一邊在網上比價。它表明，消費者已經習慣了多渠道的購物方式。根據麻省理工學院的報道，如今零售業每年有價值120億美元的商品是顧客通過智能手機訂購的，而80%的購物者承認他們在購物前曾經到實體店裏看過樣品。Consumers expect accessible brands that enable everything to be at their fingertips. The increase in "showrooming," or when consumers compare prices online while browsing in-store, signals that customers are engaging with the multi-channel shopping approach. According to the MIT report, the industry generated $12 billion in sales made on a smartphone while 80% of shoppers admitted to "showrooming" before a purchase.
康米薩利斯說：“企業不僅要做到多渠道銷售，還要確保品牌體驗和購買體驗的一致性。”（財富中文網）"More than just being multi-channel," Commissaris says, "companies are trying to ensure the brand experience and the buying experience are the same."
譯者：樸成奎
