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Pop-Up Retail report (from Australia)

…a local retail consultancy has prepared this in-depth analysis of the pop up scene…


Shop Science has produced a timely and well-researched document on the rise and rise of pop-up retailing (more commonly we tend to call it pop up shopping, but it’s exactly the same concept). The author takes us through many examples of good pop-up from around Australia and beyond, offers comment on how certain installations were clever or successful – and the reasons why this genre of retail and brand promotion seems destined to stay with us and develop further.

The report differs from our previous readings (see Pop-Up Retail by Christina Norsig and Pop Up Business for Dummies) by using many more references to actual events, brands and locations than the others – but it is also aimed at a different readership. This document is from a professional consultancy, prepared as a “solid primer” on the topic for CEO’s and senior management (so they’ll feel confident dealing with the pop up professionals) and also for the “creatives” (agencies, marketers, suppliers) who are seeking more understanding of the applications and potential of the pop up genre. Perhaps not so relevant for the budding fashion designer or home-based business considering their first steps into pop up… but as a summary of trends and the exciting potential of pop up… it will generate a buzz for all readers.

And so, to some extent the Pop-Up Retail report assumes that the reader is already well-versed (or not interested) in the basics and detail of setting up a pop up installation. At this level of readership it is not a “how to” guide (the finer issues are best left to the creatives and implementation teams anyway), although it does offer appropriate suggestions for “best practice and tips”.

The report was prepared in October 2012 by Mark Fletcher – Principal Consultant, Director of Shopper Insights – at Shop Science. This Melbourne-based consultancy “…works with retailers and brands to leverage shopper insights to increase sales and profits… applying customer based insights to drive increased sales and profits, leverage emerging technologies that can add value to shoppers…and implement practical improvements within retail and showroom environments…”


Copies of the Pop-Up Retail report are available now at the Shop Science online store. Use “popUPshops2013” as the coupon code to receive an impressive discount !


featured image : ShopScience Melbourne




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