Executive Summary: 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.

1. Pop up Store- Deconstructed
- Shruti and Karthik

2. Agenda
 What is pop store
 Why and where do brands use
pop-up store
 Benefits of pop-up store
 Examples of pop-up store

3. 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.

4. Why do brands use pop-up store?

Creating buzz

Provide seasonality and variety

Introduce new product

Clearance sales

Increases consumer engagement
and interaction

Allows brand to experiment new
marketing programs
E bay pop-up shop in USA

5. Where to set up a pop-up store?
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Malls
Within a store
Shopping street, ex: Orchard road
Airports
Any vacant space in high footfall areas
H&M store on Miami Beach

6. Benefits of pop-up store
 Connect with customers
 Build trust
 Grabs attention
 Drives temporary spike in sales
 Short Term
 Low set-up cost
 Test new markets

7. Few Examples of successful pop-up
stores
Evian pop-up store on Orchard road, Singapore

8. Amazon Pop-up store inside a shopping mall in
San- Francisco