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June 25th, 2013Should Retailers Use Pop-Up Shops?

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by Graham Charlton
EConsultancy.com

Pop-up shops are temporary outlets, which allow brands to have a presence on the high street, or to extend their existing offline presence into new areas for a short time.

They have been used by a number of brands and retailers over the last few years, sometimes for experiential marketing, other times as a direct sales channel.

While brands like lastminute.com have used them to promote campiagns, others, such as eBay, have used pop-up shops as a direct sales channel.

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