Consider Pop-Up Shops in Your Retail Mix

Pop-up shops, popular in countries like Canada, the U.S., Britain and Australia, allow companies to create a unique environment that engage customers and promote interactivity. U.S.-based Target started using pop-up shops back in 2003. Other big retailers soon followed: Walmart in 2006, when it introduced its Metro 7 fashion line; MAC cosmetics in 2011; and Apple to launch some of its newest products. Also jumping on the pop-up bandwagon was Tommy Hilfiger and Louis Vuitton in several cities.

Pop-up retailing grew increasingly popular during global recession in the year 2008-09. Back then, many commercial real estate companies began leasing out empty spaces in malls and shopping centers to cash-strapped retailers. 

Last month’s Tampa Bay Times reported that downtown Tampa recently launched its first urban pop-up store. Organized by Monica Varner and named "Karma: The Shops at Franklin," the pop-ups took over the Vault, a newly opened events venue in the historical Exchange National Bank at 611 N. Franklin St. As many as 11 vendors sold handbags, jewelry, clothing and accessories, including A & A Boutique in Wesley Chapel, Juxtapose in Hyde Park Village, and ME2 Designs on Etsy, a website focused on vintage and handmade items. "Downtown Tampa is really lacking in retail,'' said Varner, owner of Elan Event Studio in South Tampa. "I'd like to spark some interest among the retailers and test the market.'' The pop-up store coincided with Tampa Bay's Fashion Week.

Today, pop ups have become an effective retail marketing tool. Microsoft will open 30-plus holiday pop-up stores next week (October 26) to help launch Windows 8. Pop-up stores can be useful for selling old inventory, testing a concept, or getting in front of potential customers in a fresh new way. In terms of implementation, an article in Inc. by Erik Sherman notes that today’s wireless tablets allow retailers to use mobile point-of-sale systems, obviating the need for traditional cash registers to transact credit and debit card purchases. The proliferation of today’s wireless venues enables this kind of no-strings, pop-up portability, notes Sherman, since no phone lines are needed. You may even be able to free yourself from the tether of an electrical connection, thanks to the relatively long battery life of today’s tablets.

FoxBusiness noted that Macy’s toy shops will be testing the waters for pop-up stores this holiday season, partnering with Toys“R”Us to offer toys in 24 of its big-market stores. The move will include its flagship Herald Square store in Manhattan and be implemented from October through mid-January. The 1,500-square-foot pop-up stores will feature some of the most popular items offered by Toys“R”Us. “Macy’s is a premier holiday shopping destination, and many of our customers have toys on their gift-giving lists,” said Jeff Gennette, Macy’s chief merchandising officer.

With holiday shopping just around the corner, it might be time for you to consider adding pop ups to your retail mix.

photo courtesy of MorgueFile.com