What’s Next for Brand Marketing that Gen Z Will Rave About After Seongsu Pop-Up Stores? 🧐

The Seongsu Pop-Up Store has become an essential course in brand marketing 🛍️

Operating for a short period, pop-up stores, temporary offline retail spaces, become a kind of ‘playground’ where people line up as soon as they open.

In fact, according to Pops, an online pop-up store search platform, as of the third week of July 2023, around 150 pop-ups opened in Seoul alone, including Seongsu-dong, Itaewon·Hannam-dong, and Sinsa-dong Garosu-gil.

Pop-up stores provide unique experiences to people and encourage them to naturally share their moments on SNS by taking certification shots. Through this, brands can imprint new products on consumers or show a new concept that the brand has not tried before.

From the perspective of the MZ generation, who seek out anything ‘instagrammable,’ pop-up stores have become a ‘weekend outing’ course that must be visited during their operation.

But, have you ever considered the issue with the rapidly emerging pop-up stores? 😮

While pop-up stores are a marketing strategy that attracts people’s attention and benefits from publicity, they also come with significant problems. Pop-up stores are built for a short-term flash marketing and then immediately discarded. The waste generated from setting up and dismantling these glamorous short-term setups is considerable!

“If you’ve been concerned, pay attention now.🙌”

Maintaining the events, photo zones, and content offered offline, there’s a brand marketing approach that anyone can easily participate in. Using ZEP, it’s possible to easily implement events and content that were thought to be challenging to realize online.

A shift in thinking💡, the emergence of new pop-up stores!

👇Click on the title in the table of contents to view the section you want!

1️⃣ Lotte Latt’s Snack Town

Lotte created ‘Latt’s Snack Town’ in ZEP using 2.5D design techniques, a virtual village for its dessert products. Operating as a space for communication with customers through four concept zones: Latt’s Theme Park, Potato Field, Lotte’s Beach, and Cheese Farm, offering various experiences and conveying new product launches.

Furthermore, Lotte is planning to diversify its use of ZEP by introducing unique dessert menus in collaboration with famous local eateries across the nation, thereby building ‘Lotte’s Street’ within the metaverse virtual world ‘Latt’s Snack Town,’ where you can meet national eateries!

🧀 Advertise products at Latt’s Cheese Farm!

Located in the main plaza, Latt’s Cheese Farm allows you to watch advertisements for Lotteria’s new products. You can play videos directly within ZEP without having to follow a separate link, avoiding any hassle.

🍟 Engaging Potato Field Game

A must-have product from Lotteria! French fries. The potato-themed game is designed to make the space enjoyable. You can play games in the adorably arranged potato field and get hints for events.

🍦OX Quiz at Lotte’s Beach

Summer, the season for ice cream and shaved ice, comes to Lotteria too! At Lotte’s Beach, decorated with a beach theme, you can try the OX quiz. Solve quizzes related to Lotteria’s order system or products and have fun learning about the brand.

Thus, Lotteria opened an online pop-up store, where anyone, anytime, and anywhere can participate, showcasing various content from events to games, and received a positive response from many people. Moreover, Samsung also introduced the Jetbot AI using ZEP.

2️⃣ Samsung JET LAND

Samsung Electronics conducted the ‘Jetland Day’ event on ZEP, linking the virtual experience space ‘Jetland,’ themed around its vacuum cleaner brand ‘Jet,’ with ‘Samsung.com’ to offer new products at discounted prices.

From product trials to information searches and purchases, it offers non-stop service and is decorated like a theme park with various games and programs, including museums, pet cafes, cinemas, karaoke, and arcades.

🎤 Imprint new products with the Jet Song

Karaoke where you can listen to and sing along with the Jet Song! Approaching each installed booth links you to the Jet Song page. There’s even a Jet nursery rhyme! Everyone, from children to adults, can spend time learning about the new product by singing the Jet Song.

🐾 Curated content for target consumers

Samsung Electronics targeted the increasing number of pet-owning consumers with its new Jetbot AI. To address the main concerns of pet owners, such as fur and various kinds of dust dirtying their homes, it operated a trial team and allowed their reviews to be accessed on ZEP! Approaching each table object opens a link to the trial team’s vivid reviews.

👀 View the features of new products at a glance!

If you want to convey more information about new products, you can attach and show pamphlets.

Samsung Electronics produced pamphlets in an easy-to-view format, detailing the features and characteristics of the Jetbot AI. These pamphlets were attached to ZEP so people could view them if they were curious about the product!

Samsung Electronics used ZEP to deliver the functions and features of new products to consumers in a fun and unique way and earned a great response from the MZ generation through a strategy of curating information that target consumers want.

Interested in building a brand pop-up store with ZEP?

👇Press the button below to move to ‘Build Inquiry’.