Pop-up shows - Interview with Christian Schmidt, Prisma Fachhandels AG

Everyone is talking about pop-up stores, as the attractive store concept is well received especially by end customers. Prisma Fachhandels AG has also been watching the development of customer demands and has introduced a concept for pop-up shows to assist its members in the implementation process.

Prisma Fachhandels AG is an association of around 900 retailers in the stationery/gifting sector. Christian Schmidt, Prisma’s CEO since October 2019, reveals more about the idea in this short interview.

Prisma’s pop-up shows are already well established. Could you explain the principle behind the concept in more detail?

Christian Schmidt: The pop-up concept is all about continuously offering customers new products, products they have not been expecting. Making people curious with a varying product range increases a store’s appeal and can lead to higher customer frequency. 

Why is the concept of pop-up shows so successful?

C. S.: Pop-up stores offer customers the possibility to constantly discover new products. That way, the product range never gets boring. Apart from that, the concept is flexible and adaptable, it can at any time be changed to benefit the retailers taking part in it. The fundamental requirement is simply that the participating store must want to try out something new and may not be overcome by the idea of “now I have to sell wares that do not suit me”.

Prisma offers three variations of pop-up shows: Pop-up Light, Pop-up Classic and Brand Worlds. What is the difference between them and which benefits do they offer retailers?

C. S.: We offer different variants so that every retailer, no matter their size, has the chance to participate.

  • PopUp Light is for retailers who either have a small available area in their store, e.g. for a table presentation or want to simply try out the concept.
  • For PopUp Classic, retailers require a presentation area of 5-10 m² or at least 6 large tables. The presentation duration is at least six weeks. 
  • With the Brand Worlds variant, a brand is put into the spotlight in an area of at least 10 m² for at least 8 weeks. A large-scale advertising campaign in the retailer’s market environment is necessary in this case.

Are there product ranges that are particularly well suited for the concept?

C. S.: There is no across the board answer for that question, as many product ranges depend on external factors. A store’s location and its customers play an important role. Even the weather can be a deciding factor in the success of a product range. 

There are also many classic occasions throughout the year such as Easter, Mother’s Day, or Christmas, in which a product range should be adjusted accordingly.

What tips do you have for implementing pop-up shows?

C. S.: The retailer must be willing to try out something new. Nevertheless, store owners should examine their retail environment and subsequently decide which products are suitable and which products appeal to customers. Afterwards, the project must be evaluated and analysed from a business management perspective in order to identify which product ranges achieved the most success.

Do you think that coronavirus will impact innovative store concepts such as pop-up stores?

C. S.: I believe that the coronavirus will not have a direct effect on the concept. The idea is to increase the appeal of brick-and-mortar stores as opposed to shopping online. This issue was already present before coronavirus. The deciding factor is for the retailer to recognise and assess if the concept fits their store and to effectively support it in the long-term.

Thank you for the interview, Mr Schmidt.

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