Here's an excellent overview of the entire Pop-up Retail trend put together by Trendwatching.com. This is something that we also believe will continue to grow. In fact, it's something that we've been pretty hot on since I was running Location Based Branding in the mid-90's! You can even click here to see our early version of a "pop-up retail" experience that we called the World Premiere Cafe. Sort of a "road house" for pop-up experiences!
Of course, the biggest challenge with pop-up retail is that it needs to be better executed then a traditional retail space. Why? Because you don't have the time to work out the kinks. By the time the kinks are worked out, you're gone! And, with only one chance to really make a great impression, it's even more critical to get it right the first time. There's also a potential risk of having the staff at pop-up retail experience be far more engaging then the staff at your usual outlets. You can truly risk your greater brand equity, even if your pop-up retail experience is well done.
There's been some interesting discussions about pop-up retail on other groups, so let us know your thoughts. Passing fad? Long term trend? Great part of an over-all strategy or just another tactic? Speak up and be heard! We're interested in your opinions!
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