According to Spena (2012, p.22) pop-up stores are “ short-lasting branded stores located in highly representative locations that aim to develop brand awareness and strengthen brand loyalty and value through a recreational happening “. All brands are part of a changing environment and as consumers become more demanding, the market place is affected. Retailing on the high streets is undergoing significant changes due to the introduction of new ways of shopping replacing traditional ones.
In order for high streets to adapt to this environment, brands are becoming more innovative and creative in order to stand out to customers and differentiate themselves from competitors. Pop-up stores may be one of these innovative marketing tools, which can help revitalise UK high streets by engaging customers with new experiential ways of shopping.
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Being a successful retailer means identifying and responding to customers wants and needs as well as how they want it and where. Another issue concerning high streets retailers is that traditional retailing is facing challenges due to the changes in economy and to the development of new shopping technologies. As one of Forbes contributors states, E-commerce is now a $200 billion-plus industry and estimated to grow 15% each year as consumers realize there’s no reason to walk to local stores when they can easily shop at home (Colao, 2012).
Therefore in order for stores to create awareness, customers should be provided with unique in-store experience, innovation and creativity. Pop-Up stores may not be the complete solution but could be essential in providing experiential retailing and allure consumers to high