Pop-up stores are no longer just a solution for start-ups but are now used by many global brands, as it offer consumers a unique retail experience and a new way to interact with the latest product innovations. With minimal investments, these pop-up stores provide first touch-points and create new brand experiences, even for some well-established retailers.
Pop-up stores provide an avenue for product and campaign launches, and double down as temporary retail spaces for warehouse sales, becoming a testing field where something new can be explored in a traditional retail environment.
The biggest challenge is to open, remodel and dismantle a store because retailers can hardly make a profit during traditional fit-out periods. Quick transformation of available spaces into a store that meets current flexible requirements, with modular display units, simple checkout solutions, and ample space for merchandising if often difficult to achieve. The Store Makers – Middle East offers solutions to solve this problem for retailers.
As an example the Fold.up! System by umdasch is a modular shelving system that can be easily transformed into fixtures to suit many different assortments in just a few simple steps. This is available on stock in the Middle East without the hassles of production lead time delays or lengthy import logistics. The system was put into practice at Expo 2020 Dubai across more than 35 official merchandise stores as well as individual country pavilion stores like the US and Australia Pavillions. It has proven to be a sustainable and cost-effective way for the official Expo 2020 Dubai retailers to operate during the six months. The use of locally recycled raw material has inspired a new sustainable pop-up retail trend.
It has already become an essential part of many retail strategies in the Middle East as it is a cost-effective way to test the market and learn about the impact of new products and services on customers without having to make long-term commitments.
The pop-up stores are already spreading across various locations within the region and are helping to maintain a fresh retail landscape.
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