Response to John Ryan’s article in Retail Week

This is a recent response to John Ryan’s article published in Retail Week:

Whilst we agree that pop-up shops are on the rise in the run up to Christmas, their attractiveness to retailers is not always a case of simply shifting stock. Some brands such as Ebay and Pretty Polly, are using their pop-up shops as key elements within strategic, integrated marketing strategies. Ebay for example are using their pop-up shop to educate the public on the variety of product sold, using QR codes to enable hassle free shopping. Equally original was Pretty Polly’s first pop-up shop, which was coupled with a social media platform. This helped to increase consumer engagement through a competition in-store which drove consumers online to the Pretty Polly Facebook page. Supporting pop-ups with social media helps retailers to build a relationship with consumers over a longer period of time, increasing brand loyalty. Aside from Ebay and Pretty Polly, pop-ups also allow retailers to test certain products and consumer behaviour in a particular area at a particular time of year, giving them access to consumer shopping patterns or product popularity.

Michelle Morris,
Head of RPM Pop Up

Pretty Polly Pop Up Shop in Covent Garden, London