For years, pop-up shops have been embraced by merchants that sell holiday-themed or seasonal products. But retailers of all sizes are now leveraging these limited-time stores to pique consumer interest, drive brand awareness and test their businesses in new markets.
Brands that plan, launch and maintain pop-up stores with the right strategies will find that they are valuable tools for experimentation, branding, advertising, storytelling and demand generation.
Retail TouchPoints chatted with a few pop-up experts to get a few best practices. All of them, it seems, fell under three categories:
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1. The right people
2. The right place
3. The right technology
Obviously, location is everything, but if you don’t create the right experience and have the best staff on hand, the entire pop-up store could deflate (pun intended) very quickly.
Remember the experience Associate Editor, Alicia Fiorletta, had at the BaubleBar pop-up shop? She was buzzing about it for weeks! Try to create those memorable experiences for all your customers.
Is your business considering opening a pop-up shop? Have you tried it but need to refine your strategy a bit more? Check out this feature and hear from a few retail execs who have first-hand experiences and stories to share!
