A new blog at the Huffington Post sings the praises of the pop-up store phenomenon.
Jeffrey Hutchinson notes the growing number of retailers using the pop-up concept, for everything from product testing to generating publicity and buzz.
While they will never replace permanent freestanding stores, pop-ups can become an important ancillary component that supports a brand's retail strategy. As more retailers and landlords explore the pop-up experience, they will conclude that this is an integral part of retail's future. And given the growing importance of environmental considerations, pop-ups provide an opportunity to rotate and reuse materials from one temporary location to the next — essentially recycling an entire store.
Target announced a plan for holiday pop-ups earlier this week, and eBay got into the pop-up game a few weeks ago, to name just a few.
