• @RPRS on Twitter
  • RPRS on Facebook

Raleigh Public Relations Society

The Raleigh Public Relations Society (RPRS) aims to advance the art and science of public relations and to strengthen communication, understanding and cooperation among the diverse individuals, groups and institutions of the Society.

  • Home
  • Member Login
    • RPRS Member Home
    • Member Login
    • My Account
    • Logout
  • Join
  • Events
  • The Scoop
    • Members on the Move
  • Awards
    • Sir Walter Raleigh Awards for Excellence in Communication
    • Watt Huntley Award for Lifetime Achievement
  • About
    • Jobs
    • Officers
    • Resources
    • Sponsors
    • Newsletter
  • Contact Us

May 7, 2018 By VP@rprs.org Leave a Comment

Pop-Up Stores as a Marketing Tool

Pop-up retailing or flash retailing is a trend of opening short term sales spaces. A pop-up store space is a venue that is temporary — the space could be used for a sample one-day sale or a seasonal store specifically targeted to market holidays such as Halloween and Christmas.  Pop-up stores are used for marketing and are a great way to build awareness of a brand or product.

There are many benefits of pop-up stores.  Pop-up stores allow for interactive branding, product testing, market (location) testing, low-cost overhead (no long-term lease), low-risk investment, buzz generation through social media interaction, and most importantly, an experiential experience for past, current and potential customers.

Pop-up stores create an experience and space customers do not currently get online or at a permanent brick and mortar location.  This new experience provided by pop-up stores is due to a different form of interaction with a brand or product.  The difference can come from the location (coliseum, park, office building, etc.) and the ability to touch, feel and try on.

One well-known brand using experiential retail is Lululemon. Lululemon gives customers the ultimate experiential experience through both pop-up stores and brick and mortar locations including weekly in-store yoga classes, social clubs, their store ambassador program and their community events program.  In 2013 Lululemon had a short-term store front lease in Greensboro. It was such a success they opened a full retail store in Greensboro at the Friendly Center. In addition, Ivivva Athletica by Lululemon had a two-day pop-up store in 2016 in Raleigh.  Pop-up stores are a great way to test the waters to see if a full store can sustain itself.  North Carolina currently has six permanent Lululemon locations.

Brands can do many other experiential things within a pop-up store.  There are pop-up stores where a customer can taste food, try on clothes, test visual effects on a computer or video game, try out a new form of communication, customize items and much more.

Could any of your clients benefit from a pop-up store? Pop-up stores need to be considered a valuable marketing tool.  They allow a new form of interaction with customers, help with a new retail model, provide a unique experience for customers and help gain customer loyalty.  The pop-up store retail model will result in increased profitability for retailers, increased customer satisfaction and the evolution of a seamless and integrated ecosystem experience regardless of the channel.

Post by Andrea Epstein, 2018 RPRS Treasurer

Filed Under: Uncategorized

Want to stay in the loop on RPRS news, events, meetings, and more? Sign up for our newsletter!

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Learn About Membership

Membership Levels & Rates RPRS boasts a diverse membership, including professionals from local agencies, corporations, associations, government entities, universities, nonprofit organizations and … Continue Reading

Recent Posts

  • JOB ALERT: Public Relations Manager, Butterball
  • Talking Politics—the Good, the Bad, and the Not So Scary
  • JOB ALERT: Sales & Marketing Coordinator, The Washington Duke Inn & Executive Conference Center
  • JOB ALERT: Marketing Manager, Activate Good
  • JOB ALERT: Director of Community Relations and Development, Wake County Smart Start

Want to stay in the loop on RPRS news, events, meetings and special occasions? Sign up for our newsletter!

Raleigh PR Society

Contact Us

Join

Individual Membership
Blue Level Corporate Membership
Orange Level Corporate Membership
Student Membership

Connect

  • Facebook
  • Twitter
  • MeetUp

For Members

My Account
Login
Member News & Discounted Event Registration

Quick Links

Job Listings
Event Calendar
Resources
Officers
Sponsors

Copyright © 2023 · Raleigh Public Relations Society