The beauty of PopUps

Brand Audits Update x Christine Moody*
A few years ago, I identified the potential of retail PopUp stores. To prove my theory that this concept was a great alternative to a long-term retail lease, I prepared a visual presentation on the current state of retail in USA and Australia and the PopUp trends. The purpose of this presentation was to investigate if there were any ‘hidden’ negatives around the idea in the context of the Australian retail environment. I then presented the PopUp store idea to landlords, agents, and anyone else involved in retail leasing. My research found no negatives so I set about finding a retail space. I gave myself one week and two thousand dollars to set up a cupcake PopUp store. PopUps can be used to promote the brand, test new products, to get direct customer feedback, as well as to test potential retail precincts prior to signing longer-term retail leases. It also adds excitement to business as PopUps creates a startup mentality—lots of energy and creativity because of the limited resources—time and money! Here are some other PopUp ideas—from market stalls to Martha Stewart’s PopUp Pie Shop.
“According to a survey of over 30,000 global consumers, 60% admitted that they browse products online before ultimately purchasing them in stores. Now consider that e-commerce in 2014, only accounted for roughly 6% of total retail sales (US Department of Commerce). What does this all mean for your business?—Jon Burbank, President of Strategic Initiatives at Nielson says, “Now is the time to create Omni-channel experiences for consumers who are actively using both digital and physical platforms to research and purchase, as consumers increasingly don’t make a distinction between the two”.”

Pitchi Chats With Simon Obarzanek, the Founder of Markit x Cassandra Carbone

“Large pop up markets are becoming increasingly popular, and with Markit setting up shop once again in Melbourne’s Federation Square this Sunday we thought we’d find out what is involved in running such a large scale event. Markit founder, Simon Obarzanek sat down with us to share a little bit more about his life as an entrepreneur, market connoisseur and creative—and how he juggles so many hats!”
“To celebrate our new book, Martha Stewart’s New Pies & Tarts, we opened up shop! On March 26 and 27 (2013), our test kitchen team set up a provisional pie and tart store in Manhattan’s West Village neighbourhood offering a variety of baked favourites from the new book. On hand were dreamy cream pies, dainty lemon tartlets, classic fruit pies, savoury galettes, rustic hand pies … and the book that showed how to make all of them! Customers also had the chance meet the bakers behind the book and participate in hourly raffles, as well as check in to the pop-up shop on Foursquare.”

*Christine Moody is one of Australia’s leading brand strategists and the founder brand management consultancy, Brand Audits. With more than 30 years’ professional experience, Christine has helped a diverse client base of local and international brands, including Gold Coast City Council, Hilton Hotels, and Wrigleys USA, to develop, protect and achieve brand differentiation.

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