Pop Up stores deconstructed
Pop-up store falls under the category of Guerrilla marketing strategy. This concept is also
called “Flash Retail” came into existence in early 2000’s where brands, retailers and online
stores get a chance to set up temporary stores in high foot fall areas to sell merchandise of
any kind. The main idea behind these stores is to grab attention of the consumers and
generate a buzz about the brand, product or service. These stores have been growing in
popularity since their inception as they offer a cost effective way to test new markets for
companies. Thus allowing companies, brands, to experiment with their marketing strategies.
The first generation of stores took on a makeshift quality, often occupying vacant mall spaces
and abandoned storefronts. A tumbling commercial real estate market, and soaring vacancy
rates, accelerated the trend as accommodating landlords became more willing to negotiate
short-term leases to help cover their mortgages.
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. The pop-up retail model is such that it can be present in a district for a short
period of time, before it disappears and resurfaces weeks or months later. When it resurfaces,
the store can be completely re-furnished with an entirely new format and set of merchandise,
providing consumers an element of surprise.
Published on: Mar 4, 2016
Transcripts - Pop Up stores deconstructed
Pop up Store- Deconstructed
- Shruti and Karthik
What is pop store
Why and where do brands use
Benefits of pop-up store
Examples of pop-up store
What is pop-up store?
Pop-up retail, also known as pop-up store (pop-up shop in the UK and Australia) or
flash retailing, is a trend of opening short-term sales spaces in many countries.
Why do brands use pop-up store?
Provide seasonality and variety
Introduce new product
Increases consumer engagement
Allows brand to experiment new
E bay pop-up shop in USA
Where to set up a pop-up store?
Within a store
Shopping street, ex: Orchard road
Any vacant space in high footfall areas
H&M store on Miami Beach
Benefits of pop-up store
Connect with customers
Drives temporary spike in sales
Low set-up cost
Test new markets
Few Examples of successful pop-up
Evian pop-up store on Orchard road, Singapore
Amazon Pop-up store inside a shopping mall in