The latest news is clear, the retail industry and the consumer are indeed evolving. Brands and retailers have been charged with doing more than just filling their stores with product; they need to pull their customers in or establish a presence in a location which has customer traffic.
A strategy which is growing in popularity is the shop-in-shop experience. Retailers and brands can build brand visibility and guard their own branding standards within the space of another, larger retailer. If the project is more of a permanent basis, they call it a shop-n-shop. If the store is temporary, seasonal or at an event, it is called a pop up store.
Whether one calls the project a pop up or a shop-n-shop, the concept is still sound if your group is interested in:
- Building brand awareness for a lagging category.
- Introducing a new product or service.
- Testing a geographical area for possible brick and mortar location.