Playbook for pop-up retail launched

Brand experience experts, iD, have launched a new playbook advising businesses on how to unlock ‘the power of pop-ups’ to boost sales.

In the playbook, he marketing agency demonstrates how brands can create memorable experiences, brand engagement and advocacy during the most potentially lucrative part of the year featuring clear examples and step-by-step guides.

The playbook sets out how demonstrations can work to reinforce consumer confidence in key sectors, strengthening brand loyalty and in many cases boost return on investment. It also shows how regional or location specific pop-ups drive devotion and interest.

On the new playbook, Zaine Venter,  Managing Director of iD, Brand Experience, said: “Pop-ups afford brands flexibility which they so desperately need at the moment. If the global pandemic has taught us anything, it is that the retail landscape is quick to change and customers’ demands are moving just as fast.

“Pop-ups enable brands to create jaw-dropping experiences that not only test the waters of product demonstration, or new product releases, yet also enable to re-engage consumers or test retail modes without making huge financial commitments, whilst also building upon tremendous amounts of brand love and loyalty.  In a moment in time when many consumers  will be looking for the x factor in stores, a pop-up experience can deliver it.”

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