Pop Up Retail

More insight from TrendWatchers.com bringing mini case studies of retailers connecting with consumers one day at a time. They describe pop up retail as "temporary retail manifestations" that appear and disappear as quickly as the trendy products they sell. Or sometimes the product stays the same but the distribution is constantly on the move.

Example range from Brazil's Oceanic which brings urban chic and cosmetics to customers via mini-van stores. They didn't have the capital for brick and mortar locations so they are taking it to the streets, visiting college campuses, hospitals, parks and trade shows and more with jazzy mini vans that open up to create an on the spot retail outlet. This is a strategy a local shop could use to build visibility at local and regional events. We've all seen the minivan with magnetic business signs but rarely can you buy a product on the spot. In an era of bland egg shaped vehicles, graphics that cover a vehicle and tell a story are always eye catching. There is some opportunity with this concept to expand your reach and community visibility.

TrendWatching goes on to say:"POP-UP RETAIL fits right in with the Entertainment Economy, the Experience Economy, the Surprise Economy, with MASSCLUSIVITY, and so on. It's about surprising consumers with temporary 'performances', guaranteeing exclusivity because of the limited time span. It's about buzz, and about new try-out and testing techniques. It provides visibility for e-tailers and allows 'real-world' companies to enter uncharted markets on the cheap. In short, it's one of those trends that should be incorporated in every existing and new marketing and advertising strategy. Where will your brand pop-up next?

That's a good question. Is a pop up store a way to test a new location? Sure you've done your homework on market traffic, income levels and the area's business mix but what about a test run?

From temporary store that morph into permanant installations, to pure marketing ploys like Crown Royal Whiskey's month long free SoHo barber shop, TrendWatchers examples of Pop Up retailing are full of ideas for even the most "stuck in the mud" retailer. Check out this trend here.