FOCUS
Pop-up retail
Top reasons to embrace
shops that pop
With the explosion of pop-up retail spaces and events, it certainly seems like this
temporary format, sometimes referred to as flash retailing, is now a permanent element
of the retail industry. Muneerah Bee finds out more from Adrian Chan, co-founder of
retail space rental agency PopUp Angels.
W
hat is the appeal of
visiting a pop-up retail
store?
Adrian Chan: Pop-up
stores are most appealing when they
deliver an experience that consumers
cannot get elsewhere. It is common
nowadays to see the same stores and
brands across shopping malls wherever
you go. Consumers are therefore
drawn to stores that offer products and
experiences that are different from the
usual chain stores.
Some instances of pop-up retail
include e-commerce retailers opening
pop-up showrooms, allowing customers
to see and test products for themselves.
On the other hand, bricks-and-
mortar retailers are opening experiential
or new concepts that are different from
their permanent retail stores. An example
is Chanel’s arcade-themed beauty pop-up
shop.
What are some of the key elements for
a successful pop-up?
Chan: Firstly, the location must match
the target market and the pop-up has to
deliver an experience or products that
consumers cannot get in existing retail
stores. It is also important to work on
the marketing of the pop-up to build
awareness before the event. A successful
pop-up is also focused on the objective
it wants to achieve — be it brand
awareness, market testing, consumer
education, user acquisition, or simply
product sales.
Are pop-up retail events only relevant
for the holiday season? How can pop-
Bricks-and-mortar retailers are opening experiential or new concepts that are different
from their permanent retail stores such as Chanel’s arcade-themed beauty pop-up shop.
Bricks-and-mortar retailers are
opening experiential or new concepts
for their pop-up store that are different
from their permanent retail stores.
up retail deliver long-term value?
Chan: There are many benefits of pop-
ups aside from holiday season retail.
Therefore, pop-ups are relevant year-
round and do not have to be confined
to the holiday season. They can often
deliver value long after the pop-up has
ended.
One clear advantage is that pop-ups
allow