pop up stores

Carol Spieckerman's Right Brain On: The Evolution of the Pop-up Store

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.

Read the full discussion

RetailWire Discusses Our Take on Format Frenzy

Carol's latest article on emerging retail formats is featured today on RetailWire. Discussion in progress.