With the high-touch, short-lived experiences of pop-up shops, brands have the opportunity to capitalize on a $50 billion industry
Pop-up stores are retail prestidigitation.
They’re here one second and gone the next, and they can make otherwise-ugly, naked storefronts beautiful. Customers swarm and social media mentions spike in the blink of an eye. The entire experience can feel as though it was brought to life by the tap of a magic wand.
Wizardry aside, pop-up shops serve some very basic marketing needs. The fleeting shops can introduce a consumer to a brand or provide a format for direct interaction with consumers. They pull in consumer data and provide an unique opportunity for fans to step into a brand encounter.
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Sarah Steimer is a writer, editor, podcast producer, and yoga teacher living in Chicago. She has written for Marketing News, Chicago magazine, Culture magazine, the Pittsburgh Post- Gazette, and other outlets.