Here Today, Gone Tomorrow: Long-Term Lessons from the Pop-Up Shop Phenomenonby Anna Papachristos
Retail pop-up shops reflect the nature of their industry. Like fashion trends, these shops come and go quickly, staying just long enough to make their mark on the collective consumer mindset. But, while jeggings and crop tops may teach shoppers what to wear (or not), pop-up shops offer customer experience lessons that transcend time and industry. By nature, pop-up shops are temporary storefronts that allow brands to establish a physical, yet brief, presence within their market. Brands typically pursue such strategies for an array of reasons. Many embrace pop-up shops to test new locations prior to leasing so they may assess whether or not there’s enough demand for their goods in the given area. Others seek to generate buzz and attention around their latest product launch. Most do so to better understand their customer base, collecting data they can then use to deepen relationships and improve customer loyalty. Regardless of the initial impetus, however, pop-up shops ultimately create new opportunities to surprise and delight customers and prospects.