News

Retail Top 100 2012, No. 39: Pop-up shops

October 3, 2012

Although pop-ups have moved up in the world, for some the term still has downmarket connotations. The first generation of pop-ups often consisted of little more than shelving and a cash register in empty mall space. In recent years, retailing stalwarts breathed new life into the format. Procter & Gamble, for example, operated a 4,000-square-foot pop-up on 57th Street in Manhattan that drew 14,000 visitors in the 10 days it was open. The store had no cash registers because everything was free — including a full CoverGirl makeover or a Head & Shoulders wash and blow dry. The P&G pop-up — the company's marketing executive Nataraj Iyer prefers the term "interactive experience" — represents a new iteration in the evolution of the pop-up. The goal was not to move merchandise but to build brand loyalty.

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