Pop-up shops are temporary outlets, which allow brands to have a presence on the high street, or to extend their existing offline presence into new areas for a short time.
They have been used by a number of brands and retailers over the last few years, sometimes for experiential marketing, other times as a direct sales channel.
While brands like lastminute.com have used them to promote campiagns, others, such as eBay, have used pop-up shops as a direct sales channel.
The online auction giant opened a temporary store near Oxford Street in the run up to Christmas 2011, selling items via QR code displays.
In this extract from our How the Internet Can Save the High Street report, I’ll look at the pros and cons of pop-up shops…