Now You See the Store, Now You Don’t
By George Anderson
It’s not enough to handle certain merchandise on an in and out basis anymore. Today, to be successful, retailers are finding they need to work on and in and out basis with the entire store.
Trendwatching.com calls the kiosk and temporary store location phenomena “Pop-Up Retail” because these enterprises have a “tendency to pop up unannounced, quickly draw in the crowds, and then disappear or morph into something else, adding to retail the fresh feel, exclusivity and surprise that galleries, theatres and Cirque du Soleil-adepts have been using for years.”
Examples of this retail philosophy in action include Target opening a store for last year’s Christmas season on a boat docked on the Hudson River of New York. The chain introduced itself to Manhattan in this fashion because it had no permanent presence in the city.
Target employed more pop-up retailing recently when it opened a 1,500 square foot store in New York’s Rockefeller Center for six weeks in September and October to draw attention to its line of clothes designed by Isaac Mizrahi.
Moderator’s Comment: What are your thoughts on the Pop-Up Retail trend as described by Trendwatching.com?
Target made the most of its boat on the Hudson last year, gaining publicity from every news outlet in the greater New York area, while driving consumer
traffic to stores in the New York suburbs and Target.com. [George
Anderson – Moderator]