As recently as three years ago, retail pop-ups were used merely for “experiential marketing exploits, fashion-week stunts or e-brands making the leap to brick-and-mortar,” per Bloomberg. Now, however, established brands turn to pop-ups not for gimmicks, but to reach consumers in a new, oftentimes more accessible way.
Companies such as Bloomingdale’s and Lululemon, in fashion, and Glossier, in cosmetics, regularly rely on pop-ups to test new collections or potential new locations before going all-in. “There’s definitely a lot of ‘let’s learn and iterate’ mentality,” Melissa Gonzalez, CEO and founder of pop-up architecture company The Lionesque Group, told the outlet.
Not all pop-ups, however, are guaranteed successes. Brands must have enough existing consumer engagement and the operational infrastructure necessary to sustain the mini-expansion, “or else it becomes a very big hit to their bandwidth,” Ms. Gonzalez explained.
Ultimately, however, a well-executed pop-up experience can not only help an organization expand its footprint, but also discover new ways to engage its audience. In healthcare, this translates to the implication that ambulatory facilities can offer patients a more manageable, accessible route to care, and allow health systems to reach more people without requiring the money and resources of an entire new hospital.
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