How to Leverage Pop-Ups for Your Brand with Melissa Gonzalez on the Brandboom Podcast

On the Brandboom podcast Amy Zhou discovers trends and shares tips and stories from the savviest retail brands. Our guest today is Melissa Gonzalez. Melissa is a retail futurist and expert consultant in pop-up shops, who has been awarded design:retail 40 under 40 for her work transforming retail environments. She brings some deep knowledge on how pop-ups can benefit your brand, which brands should try them, and why pop-ups have become more popular. You can also find the podcast on SoundCloud, iTunes, Tunein, Stitcher, and the Google Play store.

 

Key Takeaways:

  • “So it’s just always kind of like a new puzzle that we’re solving and figuring out, and, you know, and helping people rethink how they can create an experience, and what can’t I deliver online that I wanna bring into the offline world?” Melissa at 4:57
  • “There’s an opportunity for really, really high-touch interaction and learning in a physical space that you just can’t do online.” Melissa at 6:15
  • “You can’t hear what your customer is saying unless they’re posting on socials or making, you know, a comment on your website, but in a store you can really observe how somebody responds to your product after either speaking to a friend or speaking to the associate” Melissa at 7:46
  • “I would say that one of the top kind of underestimated areas of pop ups is the amount of money and time a lot of the brands put towards in-store staff.” Melissa at 12:00
  • “The ROI is really qualitative and quantitative in a pop-up store, and so it’s not just the sales you make between the four walls while the pop-up is open, it’s also all of the things that you’re gonna learn to help you make better marketing and merchandizing decisions going forward. ” Melissa at 14:06
  • “My biggest piece of advice is always, when you know you wanna do a pop-up make sure you understand why and make sure that you have a clear point of view on what your goals are gonna be, and that you understand what you would consider a success so that that should kind of guide the conversation” Melissa at 29:58

Read the entire show transcript here.