Sears Pops Up in Manhattan
By George Anderson
Temporary or pop-up stores are becoming increasingly popular as a way to create buzz around a retail brand. Now Sears is joining Apple, Target and others that have used this tactic to make headlines and ultimately drive sales.
According to a Bloomberg News report, the pop-up store will be located in Times Square in Manhattan at the studio where “Good Morning America” is shot. The store will be open between 1 p.m. and 8 p.m. from December 17 to 21.
Sears does not have a permanent store location in Manhattan. It has six stores in other boroughs of New York, including two each in Brooklyn and Queens.
The pop-up location will feature popular Sears’ brands, such as Kenmore, Craftsman and Lands’ End. Consumers will be able to order items in the store and have them shipped before Christmas. To sweeten the deal, Sears is running a special sale with up to 50 percent off on selected goods between Dec. 16 and 24.
Moderator’s Comment: What are your thoughts on pop-up stores as a publicity and marketing tactic? Is there set of Best Practices for setting up and creating
buzz for these types of locations? –
George Anderson – Moderator