What is a Virtual Pop-Up Store and How Do You Host One?

Author: .Store Domains
Published: March 22, 2022
Category: eCommerce

Overview

A virtual pop-up store is an innovative way to engage with customers online through temporary, small-scale digital retail experiences. This guide explains what virtual pop-up stores are and provides actionable steps for hosting successful online pop-up events.

What is a Pop-Up Store?

A pop-up store is a temporary and small-scale retail space that creates an immersive shopping experience for a limited period of time. The short-term and low-commitment nature of pop-up stores makes them especially beneficial for:

New businesses testing the market
Small businesses with limited resources
Online-only businesses wanting to engage customers differently
Brands testing new product lines
Companies reaching new audiences

What is a Virtual Pop-Up Store?

While traditional pop-up stores are characterized by their visual and interactive appeal in physical locations, a virtual pop-up store can be equally effective when planned using immersive digital and social media tools. Virtual pop-up stores replicate the brick-and-mortar experience through hi-tech immersive online shopping experiences where customers can:

Browse products and examine them closely
Try products on virtually
Watch video tutorials
Peruse articles, diagrams, and infographics to learn product usage
Interact with online sales assistants and virtual shoppers
Ask questions in real-time

How to Host a Virtual Pop-Up Store

Step 1: Decide on a Purpose

Without a specific and measurable goal in mind, a pop-up store may be a waste of time and effort. Select one or two goals that best suit your business objectives. Avoid choosing too many goals to maintain focus.

Creating Brand Awareness

Whether you're an online shop, a brick-and-mortar store, or both, a virtual pop-up store is a great way to give potential customers:

A taste of your brand
A sneak-peak of your offerings
Experience of your shopping environment
Demonstration of your customer service

Generating Product Awareness

Depending upon how you execute your pop-up store, you can use it to educate people about your products through:

Live demonstrations
Expert reviews
Product showcases

Interacting with Customers

Interacting with customers can be an excellent opportunity for online-only stores to:

Engage personally with their customers
Learn their specific concerns
Gauge their expectations
Record reactions and feedback

Focusing on Specific Offerings

If you are launching or promoting a particular product or range of products for online-only stores, an online pop-up store can help customers focus on those offerings without getting distracted by your entire store.

Step 2: Research Platforms for a Pop-Up Store

Virtual pop-up stores are still relatively new, and hosting one can be daunting. If you're feeling underconfident and don't want to go through the ropes of organizing one all by yourself, you can join an aggregate pop-up store platform to test the waters.

Available Platform Options

Several industry-based, event-based, and location-based online pop-up markets "rent" virtual spaces to businesses:

Sip Shop Eat - US-based platform for lifestyle stores
Nuit Blanche - Toronto-based platform that hosts virtual pop-up stores
Local online holiday markets - Platforms that promote small businesses
GoPopUp - Platform that allows you to conduct live streams, record videos, or upload recorded videos that connect with your online store

Step 3: Try Video Pop-Up Store Ideas

Videos have the visual appeal and spontaneity of an in-store shopping experience. By creating open-for-all or invite-only live sessions, you can take people through your store, show them your products in action, and address their queries in real-time.

Platforms for Video Pop-Up Stores

Facebook
Instagram
Zoom
WhatsApp

Important Video Strategy Tip

If you are using a video, make sure you end it with a concrete call to action that redirects and encourages people to shop at your virtual pop-up store.

Step 4: Register a Domain Name

Your online pop-up store must have an identity that ties in with your overall branding but is still distinct from your existing e-commerce store. You should provide links that redirect people to other pages in case they are curious, but let the pop-up link be the hero of this initiative.

Domain Name Strategy

The first thing you can do is acquire a meaningful and brandable domain name. Unlike your official domain name, this one is temporary, so feel free to get creative with it.

Tips for Pop-Up Store Domain Names:

Combine your brand name with interesting buzzwords
Use unique top-level domains (TLDs)
Consider the .Store TLD as a frontrunner for online pop-up store domain names
The .Store TLD clearly indicates the purpose of the domain

Example Domain Names:

holidaypopup.store
whatsin.store
ecopopup.store

Step 5: Create a Promotion Plan

How effectively you promote your online pop-up store greatly determines its virtual footfall. While your promotion strategy will depend upon the nature of the event and your industry, here are key considerations:

Pre-Event Plan

Start pre-event promotions at least two weeks in advance. These can include:

Event teasers
Exciting information about products to be unveiled or sold
Videos featuring experts and influencers
Sign-up information
Incentives for signing-up such as:
- Exclusive access
- Gifts
- Discounts
- Social mentions

Promotions During the Event

Video snippets of the ongoing pop-up
Reviews or live feeds from influencer partners
User-generated content such as live videos and reactions
Sign-up information for new attendees

Promotion Channels

Make sure you promote the online pop-up store across:

All your active social media platforms
Paid content on news websites
Blogs
Events listings

Benefits of Virtual Pop-Up Stores

With minimum investment and planning, you can try different pop-up store ideas to:

Create an exciting shopping experience
Generate brand awareness
Strengthen your online presence
Increase sales
Test new and creative marketing ideas
Try new product ideas
Meet short-term business goals

Conclusion

Customers love fun and creativity, and are looking for novel ways to connect with brands. Virtual pop-up stores offer an inexpensive and fun opportunity to engage with customers online through temporary, immersive digital retail experiences. By following these five steps—deciding on a purpose, researching platforms, using video strategies, registering a domain name, and creating a promotion plan—you can successfully host a virtual pop-up store that achieves your business goals.