品牌游击店"快闪"赚钱的五大法门

More companies are using pop-ups as a marketing tool for brand extension. By incorporating incentives for customers to share their experience on social media channels like Twitter and Facebook, companies can create a larger organic buzz about their brand. By analyzing social media chatter, a marketing team could examine word sentiment around their brand and look for new potential influences for future campaigns. A temporary physical setup also gives online brands a chance to make consumers aware of their online store, attracting local foot traffic they may not have otherwise had.
越来越多的公司正在把“快闪”店当成提升品牌认知度的一个营销工具。通过向顾客提供激励，促使顾客通过Twitter和Facebook等社交媒体分享自己的购物体验，企业可以达到良好的品牌知名度。同时通过分析社交媒体数据，品牌的营销团队还可以了解围绕这个品牌的口碑，为以后寻找新的宣传点。另外，一个短期的实体店还能让消费者有机会了解他们的线上商店，为他们在当地带来无法通过其它途径获得的客流量。

Technology-driven companies can also use a temporary space as a way to educate customers on what makes their product unique to the market.
科技型企业还可以通过“快闪”店让顾客了解到自己产品的独特之处。

"A sense of discovery will deepen a customer's connection of the brand as they embrace the 'wow' factor," Gonzalez says. "Be it a groundbreaking formulation or a disruptive technology.
冈萨雷斯说：“无论是某种突破性的配方，还是某种颠覆性的技术，只要它让顾客觉得惊艳，这种发现感就会加深顾客与品牌的联系。”

Vend's point of sales system and in-store sensors allow companies to collect data on their customers. For example, a customer can assess foot traffic during specific weather conditions, conversion rates and cart contents. This type of big data can inform merchandisers and marketers on how to better position and target campaigns or window designs in the future, Gonzalez adds.
Vend公司的零售点系统和店内传感器使它可以收集关于顾客的数据。比如，客户可以衡量在特定天气条件下的客流量、转化率和购物车里的内容。冈萨雷斯指出，这种大数据技术可以让商家和营销人员明白怎样才能更好地开展广告宣传活动，或者告诉他们今后怎样更好地进行橱窗设计。

4. Timing a pop-up in conjunction with seasonality or holidays
4. 结合季节性因素或节假日时机开设“快闪”店

As we already know, consumers tend to buy during seasonal and holiday shopping. By creating a seasonal experience, companies can provide a "one-stop shop" for customers.
我们知道，消费者在购物上具有季节性倾向，而且喜欢在节假日购物。所以企业可以通过结合季节性因素为顾客体供“一站式购物”体验。季节性“快闪”店也给零售商提供了一个与其他企业合作的机会。比如，如果你是一家在线珠宝商店，那么你就可以与花店或者巧克力作坊合作，开一家专门做母亲节生意的“快闪”店，让消费者在店内更能获得“发现”的快感。

Seasonal shops are also an opportunity for retailers to collaborate with other businesses. For example, an online jewelry store could partner with a florist or a chocolatier and brand the whole experience as a Mother's Day shop, giving consumers more of a discovery experience while inside.
“店中店”则是另一种日益流行的“快闪”店模式。所谓“店中店”就是允许一家小公司在另一家大型零售商门店中设立专柜或专区，测试产品的销路。

The store-within-a-store model is another type of pop-up that's becoming more common. Allowing smaller businesses to test market their items by setting up a stand or an area within a larger store may attract new business for the bigger retailer.
5. 全渠道零售将成为行业的未来

5. Omni-channel retail is the future of the industry
越来越多的企业正在利用所谓“全渠道”的零售模式，也就是既在网上销售，也在实体店和路边摊销售。正如麻省理工学院（the Massachusetts Institute of Technology）的一篇报告《超越购物车》指出的那样，随着消费者逐渐习惯利用多个平台进行发现和购物，许多零售商也不再按照渠道对销售进行划分。

More businesses are leveraging Omni-channel retail, or the seamless approach of a retailer selling online, in a store and on the road. As the Massachusetts Institute of Technology (MIT) report "Beyond the Checkout Cart" points out, many retailers are no longer distinguishing sales by channels while consumers are using a multi-platform for discovery and purchase.
消费者喜欢那些“平易近人”的品牌，也就是能让他们轻轻松松购物的品牌。如今实体店已经日益沦为“样品间”，也就是说，消费者一边在实体店里看货、一边在网上比价。它表明，消费者已经习惯了多渠道的购物方式。根据麻省理工学院的报道，如今零售业每年有价值120亿美元的商品是顾客通过智能手机订购的，而80%的购物者承认他们在购物前曾经到实体店里看过样品。

Consumers expect accessible brands that enable everything to be at their fingertips. The increase in "showrooming," or when consumers compare prices online while browsing in-store, signals that customers are engaging with the multi-channel shopping approach. According to the MIT report, the industry generated $12 billion in sales made on a smartphone while 80% of shoppers admitted to "showrooming" before a purchase.
康米萨利斯说：“企业不仅要做到多渠道销售，还要确保品牌体验和购买体验的一致性。”