{"id":4858,"date":"2023-03-18T18:21:51","date_gmt":"2023-03-18T23:21:51","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4858"},"modified":"2023-10-05T10:28:05","modified_gmt":"2023-10-05T15:28:05","slug":"pop-up-store-un-canal-de-venta-rentable","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2023\/03\/18\/pop-up-store-un-canal-de-venta-rentable\/","title":{"rendered":"Pop-up store: \u00bfun canal de venta rentable?"},"content":{"rendered":"
<\/div><\/div>

Por Willard Manrique<\/span><\/b>,<\/span><\/i><\/b>
\n<\/span>CEO de Grupo Crosland, Profesor del PAD Escuela de Direcci\u00f3n de la Universidad de Piura<\/span>.<\/span><\/i>\u00a0<\/span><\/p>\n

Los pop-up stores son espacios comerciales ubicados en sitios de alto tr\u00e1nsito donde marcas y empresas promocionan y venden sus productos y\/o servicios en periodos determinados. \u00bfLas han puesto de moda los emprendimientos y la industria del vestir? \u00bfBuscan solo vender? \u00bfDehacerse de stocks o liquidar mercader\u00edas? Este canal de venta puede resolver necesidades puntuales o t\u00e1cticas, dependiendo del tipo de empresa y sector.<\/p>\n

Aunque representan una inversi\u00f3n de capital menor -frente a la de una tienda f\u00edsica propia o permanente- es muy relevante si consideramos que, en el corto plazo, toda pop-up store cumple un objetivo: desde aumentar la presencia de marca, probar nuevos conceptos y productos, generar nuevas experiencias, hasta despertar inter\u00e9s entre los consumidores atray\u00e9ndolos a otros espacios m\u00e1s grandes, como sucede con los centros comerciales.<\/p>\n

Si partimos de la necesidad de innovar o llegar a nuevos segmentos, este canal puede ser una buena alternativa. Las pop-up stores posibilitan llegar a nuevos clientes y mercados que de otra manera no podr\u00edamos alcanzar (incluso en otros pa\u00edses). Sin embargo, tambi\u00e9n son un canal que cobra gran valor en pruebas de concepto, son un buen mecanismo para probar un producto o servicio antes de comprometerse a una ubicaci\u00f3n a largo plazo o lanzarlo al mercado. Nike mont\u00f3 una pop-up store antes del lanzamiento de Nike+ FuelBand, un dispositivo tecnol\u00f3gico que controlaba todas las actividades f\u00edsicas. Permiti\u00f3 a los clientes tener esta experiencia interactiva antes de lanzar su banda tecnol\u00f3gica al mercado, en 2012.<\/p>\n

Este canal de venta puede tambi\u00e9n tener como objetivo aumentar el reconocimiento de marca al crear una experiencia inmersiva para los consumidores. En 2015, se abri\u00f3 \u201cThe Airbnb Floating House\u201d en Londres, donde los hu\u00e9spedes experimentaron en un espacio flotante la versatilidad de un hospedaje navegando por el r\u00edo T\u00e1mesis.<\/p>\n

Las pop-up stores a menudo ofrecen productos exclusivos y limitados que no se encuentran en tiendas regulares, lo que puede atraer a los clientes; asimismo, vender productos en descontinuaci\u00f3n o de temporada, que ya no\u00a0 se encuentran en tiendas regulares. Pueden ofertar una experiencia de \u201cVer, tocar y probar\u201d a un negocio que solo tiene presencia online y desea incursionar en el mundo f\u00edsico.<\/p>\n

Tambi\u00e9n ayudan a los grandes centros comerciales porque captan nuevas empresas locatarias. Con ello, incrementan el tr\u00e1fico de clientes y despierta inter\u00e9s al incorporar nuevas experiencias y marcas, fortaleciendo su oferta y promoviendo que m\u00e1s personas permanezcan m\u00e1s tiempo dentro ellos.<\/p>\n<\/div>

<\/div><\/div><\/div><\/div>
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