How Smart is it?<br />It can increase overall brand awareness<br />reach different markets<br />Can be used to create publicity (buzz)<br />Could be a competitive strategy at important retailing times (Holidays/Christmas/Valentines)<br />
What are the benefits to the consumer?<br />The customer can find out about a new product or brand they wouldn’t know about normally (Try before you buy)<br />A consumer can get an existing product or service at a promotional rate<br />Pop-Up retailing can be educational (Workshops/demonstrations in stores/malls)<br />Pop-up retailing can improve the shopping offer of a town centre. It can create a more eclectic shopping environment<br />
Eco impact?<br />Pop-up retailing can regenerate local environment in failing areas of town centres (Impact from out of town shopping) Short term renting of empty shops can regenerate areas (Exhibitions/art shows/local business entrepreneurs<br />
Cost effectiveness for company/retailer<br />Increased product brand awareness/buzz can lead to increased sales and brand advocacy (Memorable experience for consumer)<br />Interactive marketing, more effective than paying for an ad campaign/ad space. <br />It could be cost effective to the retailer to launch new products in this way to reduce risk<br />Pop-up retailing can be used to dual-site a product or brand retailer and could be used to clear past season/sale stock. <br />A retailer might have to employ more staff to cope with temporarily higher demand and separate store/site.<br />
What is the social and cultural impact?<br />Pop-up retailing can regenerate/redevelop declining town centres (Occupying empty store locations) this would increase the character of the retail environment.<br />It can help to generate town centre buzz and can use local expertise to market the local area (Farmers markets/local crafts/artists)<br />Pop-up retailing is a useful way of promoting a brand/organisational message (Charities/local retailers) and can help small/new businesses to launch their stores or businesses in a lower risk format.<br />
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