Yep, that’s right. We’re increasingly seeing digital native brands turning to bricks and mortar, in a reversal of the overwhelming trend of the century so far. There’s a slight difference this time around, though, in that e-retailers tend to opt for temporary pop-up spaces over more permanent arrangements.

There are a lot of reasons for this shift, but the most important is the real, human element notably absent from online shopping. Visiting a store can be made into a day’s activity, combined with meeting a friend or having a nice lunch. There’s also growing disillusionment with the leap of faith that consumers make when buying a product they’ve not touched, tried on or tested in real life. If they visit a pop-up and are impressed with the quality of your products, they’ll be more likely to trust buying from you online in the future.

Consumers also value the experience of a good shop, something that really cannot be replicated on a screen. Pop-ups can be exciting, with additional events from demos and fashion shows to lectures and launch parties, giving customers a reason to visit more than once. They’re also one way of building a meaningful relationship with brands, and having fun as you do it!

Of course, much in the business world comes down to profits, and a lot of retailers would probably put their shift from click to brick down to the fact pop-ups usually boost sales. As well as a watertight marketing technique, they allow your brand to reach new “drop in” consumers and encourage purchases with their limited edition nature.

Ecommerce brands, then, are turning to physical pop-up stores in order to build a relationship with their customers, offer an experience that’s impossible to replicate online and convert both of the above into sales. So, what are you waiting for?