Retail surgery: A competitor is opening pop-up shops in unusual places. Should we open one or more, or have we missed the boat on this trend?

Sarah Carter, strategy director at advertising agency DDB UK, says that the idea of temporary retail space is nothing new though well-executed pop-ups do bring something new to retail.

“Market stalls, burger vans, department store concessions and Christmas temporary stores have all been around for decades. What has caused this phenomenon to really take off is the coming together of two opportunities. Obviously, the financial win-win for landlords and tenants - vacant space occupied in return for low commitment and cost - but also a fantastic bit of rebranding.”

Pop-ups can form a new communication channel. “What they say about a brand is as important as what they sell,” Carter says, adding that creating fame and buzz around its brand is the reason Gap opened a pop-up store in Kingly Court when it had shops on nearby Oxford Street and Regent Street in London.

Carter advises: “Pop-ups are fast becoming mainstream. Inevitably this means to just open a pop-up of your own would give you less news and PR value than your competitor. A smarter thing to do would be to leapfrog them. Act on the lessons we have learnt from this pop-up phenomenon, rather than just opening one yourself.”

“Retail has been given a shot in the arm by pop-ups. This momentum won’t now subside. Shoppers have been shown to respond really positively to new, experimental, fast changing and creative idea. Focus on new ways that you can achieve this for your retail brand - which may or not involve a pop-up.”