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Big brands pop up too…

…many major brands and retailers are seeing real value in pop up installations – some reach out to new customers, while others will provide product advice, or support new initiatives… or just test the waters…

 

Nikon advice

Throughout November / December last year there would’ve been a busy team of Nikon staff criss-crossing Australia – opening a series of pop up stands in Westfield Shopping Centres. The Nikon stands were not there for retail sales (although they did offer some special deals with participating Westfield retailers…) – the pop ups just provided advice and demonstrations of their camera range (… in time for Christmas !). And looking closely at the dates, it seems they might’ve achieved those 12 locations with some clever timing and use of just 2 kiosks…

 

Tacos at the Tennis

A “Fresh Mex” style of Mexican food was on offer at the Australian Open 2013 over the past couple of weeks – with a pop-up installation by Salsas. As reported on Franchise.net.au their temporary store offered the full Salsas menu and did a roaring trade… exceeding expectations. Salsas have around 35 permanent locations across Australia (with many more planned) – and used this year’s Grand Slam tennis championship as a launch for their mobile store. The outlet was purpose-built into a shipping container… so no doubt we’ll be seeing more of Salsas popping up at our major events !

 

Myer is playing the game…

Department store Myer hosted an Australian Open pop up installation in their flagship store (Myer Melbourne, Bourke Street). Local tennis hero Lleyton Hewitt visited on 11th January to promote his “C’mon” range of apparel and sign the official Australian Open merchandise on offer…

Getting into the swing of pop ups…. Myer had it’s own brand in pop up shops in December – as mentioned in our Myer pops up and dashing towards christmas posts… Along with the shipping-container installation at Melbourne’s Southern Cross Station, Myer opened a further 5 pop ups within Westfield shopping centres… offering a wide range of gift purchases in the lead up to Christmas…

It will be interesting to see how (if…) Myer continues in this new genre of retailing… at the launch of the Southern Cross pop up, Myer’s acting executive general manager of stores Tony Sutton said “…if things go well we may actually build 10 of these….We see it having a few different uses moving forward – to launch new brands, use it as an online store, and to go into regional areas where there isn’t a Myer store.”*

*Quotation from News.com.au

 

Nordstrom pop ups

In the US, luxury retailer Nordstrom will soon host a series of pop up shops across the country (opening in February, through to May) – featuring the latest apparel, footwear, jewellery and accessories from 10 new designers…Even though Nordstrom have stores in 31 states (and 44 countries…), the pop ups will feature in just 6 locations… Seattle, San Francisco, Los Angeles, Chicago, Dallas and New York City…

 

And health insurance !

The US healthcare insurance industry is set to explode in 2014 with the introduction of new federal legislation (the Affordable Care Act) and many insurers are gearing up their profile – including the use of pop up shops in suburban retail malls. Some are using the pop-ups to “test the waters” before committing to permanent locations, whilst others are taking the opportunity to creatively engage with customers. One insurer was quoted as saying “…we wanted to have an element of ‘wow, I wouldn’t have thought I’d see you here…’…The idea, said Andrea Walsh of HealthPartners, was “to be where consumers are… as opposed to expecting them to come to us”

 

featured image : Australian Open pop up at Myer Melbourne / @seanbradford Twitter

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