10 | shopassociation.org RETAIL ENVIRONMENTS september.2016
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What’s the allure of popup retail stores? Popups are not just
a trend anymore. The recent popup Etsy shop at Macy’s has
been very successful.
Maureen Gumbert marketing manager
at KDM P.O.P. Solutions Group
Easy to store, easy to move, and can be designed to be
modular for use in other locations. I know lots of companies
that now have different popups built, depending on the
season and theme.
Ben Haigh account manager
at Millington Associates
Maureen, how intricate is the installation process for popups? Do store employees usually set them up? Install teams?
What’s the process like?
Graham Taglang business development manager
at Visual Merchandising Installers and business
development manager at Parkman Woodworks
That depends on the type of popup and how it is designed.
Some employees can install, and some need qualified professional installers. We generally recommend the latter.
Maureen Gumbert marketing manager,
KDM P.O.P. Solutions Group
This makes so much sense, considering that Ecommerce
has been booming these past years. Ingenious.
Oliver Ordonez district visual
lead at Fashion Nova
Popups are great for all the reasons listed, but especially in
giving both the retailers and shoppers alike the opportunity
to see and experience things they normally wouldn’t in that
space, in a three-dimensional context.
Trevor Wessman-Lavelle director of sales and
marketing at Doyle Surfboards & SUP/SCSI
Traveling to events throughout the U.K. such as The Wilderness Festival in
Oxfordshire, The Boot Room allows The Original Muck Boot Co. to engage
with consumers while gaining valuable shopper insights.
Popups give both the retail store and the vendor a chance
to test the products and the market. People love to look at
interesting pieces. It makes the customers’ trips more
Yi Li student at Mt. San Antonio
College and rover at Nordstrom
The consumer loves the novelty, and the stores benefit from
a lower cost. It’s a win-win for everyone!
Barb De Nike brand ambassador men’s
accessories at Market Connect Group
Great way to keep retail fresh and interesting, and also a
great link bet ween physical and online retail.
Amy Gray business owner, interior
designer at Studio Grayscale
WHAT’S THE ALLURE of popup retail stores?
Maureen Gumbert, marketing manager at KDM P.O.P. Solutions Group, shared one
of the company’s blog posts on the growing popularity of popups. Temporary stores
are helping retail and brand marketers extend brand reach, enter new markets, and
introduce new products and services.