Much has been written in recent years about ‘pop ups,’ and how valuable they are for brands. Depending on the stance of the writer, pop up stores are either excellent marketing vehicles, great PR opportunities, a test-and-learn environment for a new product, or a way for start-up brands
to take a first step into direct retailing.
What’s bizarre, though, is how rare it is for pop up retail stores to be truly appreciated by brands as all of these things, all together and all at once. Even more strangely in today’s efficiency driven world, pop up stores are rarely appraised appropriately in a scientific and commercially focused way.
Brands should do this– the results are often mind-blowing.