An innovative design of a pop-up store

Abstract

The ING pop-up store Pop-up stores, were once considered an adventurous experimental retail strategy, but today it has become a more established channel for driving sales, generating buzz, building brand awareness, testing or co-creation of products. This innovative channel also raised attention at the ING Customer Experience Centre (ICEC) as they recognize the need for a solution that fulfills user demands driven by a changed societal and banking perspective. The concept of using a pop-up store to deliver value to the user is new for the ING, the financial sector and the society. Expert views on the changing society indicate that the bank has to fulfill a different role. The target group (students) has no interest in visiting ING branches and does banking digitally. This creates a distant relation and introduces the need to re-connect with the customers. The pop-up store is therefore introduced as a new channel and offers user value in their personal context. For the introduction of this radical new innovation, the focus is on managing user expectations with the design in the blink of an eye. Iconic shapes of ING are analysed and used in the design. Contrast in material, colour and form are key variables to realize recognition of the brand and managing user expectations. A concept is created that focuses on facilitating co-creation of mobile apps and enabling interaction with touchscreens. The user will be motivated to continue co-creating off-site via existing channels.