Pop-up marketing, also referred to as pop-up retail, pop-up stores, or simply pop-ups, are a blend of event marketing and retail. These temporary retail locations can be very simple or elaborate, and range in size from kiosks to multi-level stores.
The key to successful pop-up retailing is finding a good retail location and the ability to deliver a positive brand experience. While some are located in high traffic locations, others are located in neighborhoods.
Typically pop-ups open for short durations, usually just a few days to a few weeks which helps imbue them with a sense of ‘coolness’.
Pop up stores are typically used to bring a brand to life with an engaging experience, to showcase a product or brand, and to promote buzz and urgency for a new or limited edition product, but could also be opportunities to test products and obtain market research.
Retailers often use the pop-up tactic to target areas where they want to capture an audience segment they may otherwise have difficulty reaching. While many pop-up stores sell product, some stores are promotional only, offering free samples, opportunities to win prizes, etc.
Retailer Uniqlo used shipping containers which they trucked from location to location. The inside of the shipping container contained a showroom and a dressing room where customers could try on clothes. The shipping container reinforced the uniqueness of the brand and its introduction to the U.S.
Even Wal-Mart has gotten in on pop-up retailing, promoting their Metro 7 fashiion line in Miami’s South Beach District for just 2 days in 2006. http://www.businessweek.com/bwdaily/dnflash/content/feb2007/db20070206_949107.htm
http://images.businessweek.com/ss/07/02/0210_popup/index_01.htm Pop-Up Stores: All the Rage
The latest trend in retailing: shops that open for a few days in a major city or a mall—and then are gone Businessweek, 2/9/07
Altoids Curious and Original Chocolate Shoppe Opened for 6 days in Februrary, 2007, the pop-up was promoted as an “anti-Valentine's day shop…for those exhausted by the unrestrained sentimentality of Valentine’s Day.” The Chicagoist, 2/7/07
Target store in lower
Manhattan pops up to promote upscale Proenz Schouler line. (Feb1-5 2007)
Originally posted 2008