Primedia Unlimited’s Mall Division has added Pop Up Shops their retail arsenal. This is a growing trend around the globe, where temporary retail spaces such as these provide brands with all the advantages of high traffic found in malls, with less risk and cost.
“Pop-up retail or ‘flash retailing’ as it’s known in Europe, has many different benefits both for brands and for retail landlords,” explains says Deshendri Smit, Primedia Unlimited’s Mall Division executive head of sales. “Essentially, it’s a trend of opening short-term experiential and awareness spaces in predominantly vacant retail spaces.
“For advertisers, Pop Up shops give brands the opportunity to engage more personally and build stronger relationships with shoppers, by generating amplified brand awareness in key retail environments.”
“Pop-up stores are also 60-80% cheaper than a traditional retail outlet and a great way for brands to test a retail market before opening a permanent outlet with costly shop fittings and monthly rentals,” she explains.
Between Prime Courts, Mall Active and the Primedia Lifestyle Group, the teams at Primedia Unlimited’s Mall Division have already had a hand in executing and marketing several successful Pop Ups. “The Magnum Pop Up shop in the Zone @ Rosebank is a fantastic example of building high consumer interest over a short amount of time. We’ve also had great success for Oreo, Huawei and Hyundai to name a few,” says Smit.
