Author Allison Hékimian makes the case for using the typical B2C strategy for business relations, explaining the opportunity to establish resource partnerships and reinvent the showroom concept

A popup store is an effective solution in communicating about your brand or product. While this strategy has been widely demonstrated and used in B2C, it is also extremely relevant for a B2B business as well. Here are three reasons to use a short-term space in B2B, plus our favorite examples:

To present a new offer
Take advantage of a popup store as an event space to gather your customers and introduce your business. Take Sodexo: The brand used its popup store as a commercial showroom to introduce its new signature catering product to future customers. Sogeres, Sodexo’s second-largest restaurant brand in France, turned to Storefront to find the ideal space to offer a healthy, green and fruity menu to its potential customers for two months.

To establish resource partnerships
Where competition is fierce, it’s important to establish a special relationship with partners. For example, L’Emotion GAZ, gas and stove manufacturers, invited Parisians into its interior design popup store to promote its products and have customers envision them in their home. The short-term shop was an opportunity to bring together twenty manufacturers accompanied by their partners and other gas professionals, to offer a wide range of gas fireplaces and accompanying features.

To revitalize the concept of a showroom!
Historically, brands organize one or more one-off events throughout the year to introduce potential buyers to the products they market. It’s time to break the image of the traditional showroom by offering buyers a new image of this presentation space, with a short-term upgrade! Example: Knotel. This start-up that designs, builds and operates personalized workspaces for young brands, launched a showroom to present its product ‘Agile HQ’. Using a popup showroom as a way for potential customers to discover flexible office spaces, Knotel launched an interactive and engaging space in NoHo, NYC. This short-term project generated impressive traffic and pushed Knotel to extend its lease!

This story originally appeared in Storefront Magazine.


L’Emotion GAZ


Lead image: stock photos from Nong Mars/Shutterstock