In her latest contribution as a Retail Wire panelist, Carol prognosticates on the future of pop-up retail.
Here's what she had to say...I don't see pop-ups as a separate channel, but as one of many brick and mortar format options that retailers and brands are exercising. As for evolution, pop-ups used to be one-off, loss leader marketing stunts; now they are viable, scale-building weapons that retailers are deploying at will and often without warning. On that last point, gone are the days of retailers declaring start and end dates or phased roll-out plans in advance. They are reserving the right to change their plans, selectively parlay elements that work chain-wide or quietly fold concepts without fanfare. A great way to keep suppliers guessing, by the way.