A pop-up shop is a short-term, temporary event using physical space to create a lasting impression with potential customers.
Leading car manufacturers are trying this technique of getting their cars in front of the general public without the hassle and experience of a dealership. Is this the way forward? Several manufacturers have had great success while trialling this new idea.
When Mercedes-Benz opened a pop-up shop in the Bullring in Birmingham, they welcomed 45,000 visitors during their five-week stay. The end result was 479 sales leads plus Mercedes-Benz clothes and accessories sales totaling £19,000. Their spokesperson said they were over the moon and that it outweighed any of their expectations. Over the past two years, 400,000 visitors have passed through their various pop-up shops with 90 per cent having never visited a Mercedes-Benz showroom before.
Car buying is changing, and manufacturers agree that they have declining number of visits to showrooms and need new ways to get cars in front of buyers. The public likes to see the car in the flesh, so more and more manufacturers are launching pop-up shops.
What are the benefits of pop-up shops? First of all, you’re not making a special journey to a dealership; you’re out doing your normal shopping and can look at new cars without having a salesman looming down on you. There are more interactive guides and useful information on the advanced technology available in these new cars. You can look around the car to find out about the different features and kit available at your own leisure. You can also ask what offers are available at local dealerships.
The next manufacturer to put this sales option to the test is Volvo with its yet-to-be-seen new XC60. Putting a brand new car in a pop-up showroom that has never been seen before is an unprecedented move. Volvo is hoping to remove barriers between the public and car companies and show off their brand as a new experience. This approach is similar to the one used when leasing. Companies offering car leasing in Leicester and other places such as http://leasing.totalmotion.co.uk/ might consider taking a similar path.
Traditional forecourts could become a thing of the past. With the advantage of lowering overheads and not waiting around for the public to come to you, pop-up shops are the future.