The Retail Pop-up Trend is Over

Once only a feature of seasonal markets and source for Halloween merchandise, the pop-up shop as we once knew it is gone. The retail pop-up trend has ended. Temporary outlets are now bona fide fixtures on the retail marketing scene, continuously raising the bar on how to create something that experience-craving shoppers will find fresh and stimulating.

Pop-up has matured from fad to trend, and from trend to mandatory practice.[bctt tweet=”Retail pop-up has matured from fad to trend, and from trend to mandatory practice.” username=”MeetMrPopUp”]

The basic function of a physical store location has evolved, from transactional to experiential. The pop-up allows the retailer to pivot in response to that transformation, and to meet ever-changing shopper needs.

The prevailing narrative trumpeting the death of physical retail is simply untrue. For proof, you only have to look as far as retail goliath Amazon and its recent purchase of Whole Foods for $13.7 billion. The problem does not lie in the concept of terrestrial stores, but rather, with the challenges legacy retail brands face when adapting to new models.

Temporary retail has become permanent because smart brands are beginning to reconsider and reimagine the purpose of the physical store.[bctt tweet=”Temporary retail has become permanent because smart brands are beginning to reconsider and reimagine the purpose of the physical store.” username=”MeetMrPopUp”] Pop-up provides a bridge from then to now, enabling retail brands to efficiently shift their efforts from making the sale to creating the Moment.

The retail pop-up trend is now a required strategy.

Pop-ups now serve as incubators for retail innovation. They blur the lines between product and promotion, and link online to in-world. The insight-inspired, well-executed pop-up store is a cross between a focus group and a delightful carnival. The modern retail pop-up is an event destination for shoppers, and a transitional opportunity for brands.

Modern pop-up is not:

• The result of a last-minute decision
• A cure all
• A safe space
• A last-ditch effort
• A money pit
• An add-on
• A museum
• An afterthought
• A quick fix
• A store
• A training center
• A folly
• A baby step
• A waiting room
• A branch
• A facility
• An alternative
• An accident
• A retread
• A dress rehearsal
• A compromise
• A runner-up
• An easy way out

And for the forward-thinking retail marketer, pop-up is definitely no longer a choice.[bctt tweet=”For the forward-thinking retail marketer, pop-up is definitely no longer a choice.” username=”MeetMrPopUp”]