Direct-To-Consumer Lingerie Startup Hosts Pop-Up Shops To Glean Consumer Insights
Lively, a digitally-native brand, uses a pop-up strategy to foster community among consumers, offering them an engaging in-store experience while also gaining a better understanding of its customers
At a time when retailers are struggling to create a frictionless omnichannel experience, lingerie brand Lively is harnessing the power of pop-up stores to better understand and interact with its customers. Former merchandiser at Victoria Secret Michelle Cordeiro-Grant created the athleisure-inspired lingerie line due to her frustration with the lack of authenticity in the apparel industry. Grant articulates Lively’s core purpose and its unique position in the lingerie market:“I wanted to see a way of retail, which was: How do you take the element of what a brand truly was?”
Many other digitally-native brands, such as lingerie competitor Adore Me, are relying heavily on customer data from artificial intelligence to refine their respective retail and branding strategies. While artificial intelligence can accurately track a customer’s purchasing behavior, studies show that in-person consumer touchpoints build consumer trust and brand loyalty.
Since the launch of her e-commerce shop in 2016, Grant holds pop-up shops as a means to intimately understand her consumers. Unlike many retailers, Grant has focused on tailoring all of her 60 brand events thus far, including pop-ups, to suit the locations where they were held. For example, the Lively pop-up in Nashville featured live musicians and popular local businesses. Grant explains, “We can’t treat it like a store. We need to create it like an experience.” She sees every pop-up activation as a new testing-ground. Grant believes that the objective of these in-store experiences is to build a community amongst the brand’s consumer base.
Unlike large-scale competitors, such as Victoria Secret, nimble direct-to-consumer companies can co-create the customer journey with their clients through their interactive retail experiences including pop-ups. Ultimately, customers want to feel valued and that their feedback is taken into account in the brand’s product development and market positioning processes, and 79% of consumers believe that it is important for brands to actively demonstrate that “they understand and care about me.”
Consumers increasingly are looking for brands that are purposed-lead. In the recently-launched CX Playbook, PSFK shows that brands can make customers feel valued when brands allow them to serve as a source of influence in the brand’s R&D process. Research has shown that 70% of millennials believe that their favorite brands play an important role in their lives. Accordingly, using its pop-up strategy, Lively aims to build consumer trust and truly understand its customers, engaging with its clients past the point of a commercial transaction.
Lead image: Lively via Facebook
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