5. How Smart is it? It can increase overall brand awareness reach different markets Can be used to create publicity (buzz) Could be a competitive strategy at important retailing times (Holidays/Christmas/Valentines)
6. What are the benefits to the consumer? The customer can find out about a new product or brand they wouldn’t know about normally (Try before you buy) A consumer can get an existing product or service at a promotional rate Pop-Up retailing can be educational (Workshops/demonstrations in stores/malls) Pop-up retailing can improve the shopping offer of a town centre. It can create a more eclectic shopping environment
7. Eco impact? Pop-up retailing can regenerate local environment in failing areas of town centres (Impact from out of town shopping) Short term renting of empty shops can regenerate areas (Exhibitions/art shows/local business entrepreneurs
8. Cost effectiveness for company/retailer Increased product brand awareness/buzz can lead to increased sales and brand advocacy (Memorable experience for consumer) Interactive marketing, more effective than paying for an ad campaign/ad space. It could be cost effective to the retailer to launch new products in this way to reduce risk Pop-up retailing can be used to dual-site a product or brand retailer and could be used to clear past season/sale stock. A retailer might have to employ more staff to cope with temporarily higher demand and separate store/site.
9. What is the social and cultural impact? Pop-up retailing can regenerate/redevelop declining town centres (Occupying empty store locations) this would increase the character of the retail environment. It can help to generate town centre buzz and can use local expertise to market the local area (Farmers markets/local crafts/artists) Pop-up retailing is a useful way of promoting a brand/organisational message (Charities/local retailers) and can help small/new businesses to launch their stores or businesses in a lower risk format.
