Pop-up and pop-in shops have become mainstream marketing tools across the retail spectrum. Here are some tips for emerging specialty brands wishing to pop-in:
Janet Valenza
With the ubiquitous internet and the rise of pop-up shops, retailing is becoming more democratic — anytime, anywhere. Add the rise of seasonal markets, shop-in-shops and kiosks, and you have more signs of a growing thirst for innovative product, a trend driven by the lack of creativity due to consolidation at larger stores. The situation presents new opportunities for partnerships in independent retail, especially for high-traffic hotels. Any physical location can be transformed into a marketplace for other retailers and new brands.
Brick-and-mortar retailers are howling about "showrooming" — i.e., consumers browsing in-store to see, touch and experience products, only to return home to buy those some products online at a cheaper price. But what if retailers could turn showrooming into an advantage?
