Pop-up retail, also known as pop-up store can be defines as a " temporary retail space, intentionally opened for a short period of time " (Niehm & AL. 2007). This marketing tool introduced a system for engaging with the consumers, developing brand loyalty and improving footfall. The UK high street has hit a downfall after the latest recession and recently vacancy rate in the UK was 10.4% in January 2015 ( spring-board.info.uk , 2015). After retail guru, Mary Portas undertook an independent review for the Government; one of her recommendations was to encourage the temporary use of vacant properties. There was a positive correlation between pop-up stores trending and the accessibility to store space.
Hence this research will evaluate whether pop-up store can be a vital tool in
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The following section will present an overview of pop-up store as an experiential marketing tool and the supply side factors that influence it. Then followed by analysis on the characteristics of pop-up store format. Finally, a conclusion based on the analysis throughout.
Experiential marketing is a " set of tangible, physical, interactive experience which reinforce the brand" (McNickel, 2004, P.1). Therefore with fast fashions increasing popularity, retailers have to evolve to meet the changes in consumer demand. Consumers are no longer concerned by the traditional method of displaying products and services as they are expecting experience. This is why pop-up stores are seen to be the " latest expression of innovative solution" to brand awareness (Musso, 2010). They have the ability to appeal to a broad range of consumers as the demographic of the society is shifting. Young consumers are no longer the only ones seeking