Should the popularity of pop-ups make me rethink my in-store offering?
“If the popularity of pop-ups hasn’t made you rethink already, it should,” says Lucy Unger, director of Europe and Russia at retail design consultancy Fitch. “Pop-ups have been around for more than a decade, but retailers are only just waking up to their relevance and influence. The best pop-ups have always understood that a growing number of consumers want engagement and stimulation beyond the everyday. Done well, pop-ups are ‘must see’, disruptive and surprising, reaching new audiences and creating real social currency for shoppers.”