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Smart pop-up marketing is powered by the element of surprise, and is most effective when it forges a connection between shopper and brand. It’s no longer simply about moving product, it’s about moving experiences.
Retail marketers should not be tech-blind; it’s not just the new that the shopper craves.
It is a mistake to immediately equate in-store interaction with technology. It’s not about the delivery system; it’s about the experience that’s delivered, and the tone it needs to take.
Retail marketers must think of their stores as destinations, meeting spots or community spaces. They should set aside areas for shoppers to casually interact with one another, learning and sharing and unwinding.
No longer satisfied with simply getting a good deal or increasing her loyalty points, today's shopper seeks acknowledgement and connection. She wants to be part of a narrative. She is seeking an experience, and that experience should begin at the store window.