Although they’re launched only for a limited time, pop-up shops produce “heat-of-the-moment opportunities” to reach a new audience.
They may be launched for a limited time period, but, as a strategy, pop-up shops have staying power. Brands are increasingly using pop-up shops as a strategy to cut through the noise of traditional retail formats and connect directly to consumers.
“Brands need to speak directly to consumers and pop-ups are a hugely effective marketing tool. They are a billboard for the brand that allows a company to communicate the brand story in the way they want to tell it.” - Marshal Cohen, chief industry analyst of The NPD Group.