Pop-up stores have become an essential part of the retail landscape. Ever since the concept has come to Europe from America, many companies use the option of a temporary location to draw quick customer attention to their organization. In addition to being less expensive than a traditional store, a pop-up event gives a business flexibility and an immediate bond with customers. New pop-up stores often cause commotion and interaction, which create an appeal to customers and the media.
The challenge of impermanence
The temporary nature of the pop-up concept carries significant challenges. Even in the transient pop-up store, Internet connectivity is crucial for retailers to run their businesses, and for establishing the social connection to spread the word. Establishing a public Wi-Fi presence gives a pop-up store credibility and creates an impression of service for customers. In addition, having a Wi-Fi connection, combined with a social login, allows the retailer to acquire valuable information about their target audience. With the information available through social media opt-ins, a store can stay in touch with its visitors and develop a quality mailing list.