RMU vs Kiosk vs Pop-Up Shop: What’s the difference and which is right for your brand?
We’ve recently highlighted ‘must-haves’ for your shopping centre commercialisation strategy – but what about specific selling formats?
Do you know the differences between retail merchandising units (RMU), kiosks and pop-up shops – and which is right for you? Each of these three common options has its own distinct strengths, while overlapping in other aspects.
What are the differences?
To know which would work best for you, it’s important to understand what makes each unique:
1) RMU
RMU’s are compact, typically located on busy thoroughfares and usually hired on shorter licences. They’re often managed by landlords and provided as ‘turnkey’ (with fixtures, connectivity and even point-of-sale included).
When you need an easy installation for a high footfall area, the RMU is ideal.
2) Kiosks
Kiosks are usually merchant supplied as a freestanding structure (think phone accessories or coffee pods). Most often, the operator owns or leases the pod and is responsible for merchandising and staff.
The enhanced brand visibility of kiosks makes them suitable for constrained footprints.
3) Pop-ups
A pop-up shop is a temporary retail space, ranging in size from small units to full shopfronts. They’re usually activations with a limited time span, focused on engagement as well as sales.
Pop-ups generate PR buzz and social sharing, making them perfect for launches, seasonal trading and experiential campaigns.
Which is best for your brand?
The simplest way to decide whether pop-ups, kiosks or RMU’s are for you, is to match them to your defined objectives. What are you aiming to achieve?
Lower cost in high traffic areas – If you want low-friction, high footfall presence with minimal build requirements, choose RMU’s. They’re a proven effective option for repeat short placements across multiple locations.
High-visibility branding – If you want a customised, distinct look that suits daily transactional formats such as food, consider a kiosk.
Immersive experiences and positive PR – If you want to test a new territory or product line, a pop-up space is best for installations, events and demonstrations. The benefits you’ll see will include longer dwell times and richer data capture.
What else should I consider?
Be aware of the different financial implications of each option, including initial costs and varying lease or licence terms.
Pop-ups may incur higher fit-out spend, while RMU’s and kiosks can usually be secured on short-term or monthly arrangements. You’ll also need to capture the right data, e.g. average transaction value for RMU’s, or social engagement for pop-ups.
Put simply – define your goals (e.g. awareness, sales), total budget (rent, staff, fit-out) and most appropriate format. Then you’ll be able to most accurately measure your return on investment.
Ready to choose?
The efficiency of RMU’s, branding of kiosks and impact of pop-ups are all effective in the right setting. If you’re considering your options but need support on securing the best formats, locations and terms, help is available.
To ask any questions about the benefits of RMU’s vs kiosks vs pop-ups, please contact us.