DIY Trade News November 2013
74
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products and then use this as an opportunity to drive
consumers to the main store.
When least expected
The other style of pop up retailing is to pop up in
an unexpected place where your target audience
congregates when not dealing with your business. I
have seen this work where a garden centre has set
up a garden centre in a shopping mall in spring. The
local consumers did not expect this, and as a result,
the garden centre attracted new customers who did
not know it existed before they walked in the centre.
Traditional thinkers may find it difficult to grow their
business whilst those thinking outside of the box are
developing new style businesses.
music concert, the local book seller had set up a
pallet bookshop in the park and a local coffee shop
had constructed a wooden pallet built coffee stall.
All the participants were engaging with the local
community by creating pop up retailing in a pop up
park that could be dismantled in a matter of hours.
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