pop-up shops

Should retailers use pop-up shops?

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…

How shopping centres can innovate and save the high street

I have realised over the years that most people are no longer satisfied with simply buying goods and services. They expect engaging experiences and want shopping to be fun. 

Entertainment is playing an important role in the customer journey through concepts like gamification and pop-up shops for instance, but it seems that not everyone is taking advantage of this. 

Almost everywhere in the world shopping centres are currently revamping or downsizing to survive.

Their future may not include stores as we know today, but increasingly more pop-up retailers showcasing their products or services and the use of mobile and digital technology to enhance the in-store experience