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Green Room Retail CEO Richard Ash Gives His Opinion On The Pop Up Shop Phenomenon
Leading expert provider of retail solutions including retail design, point-of-purchase, shop-in-shop and flagship store design, Green Room Retail (GRR) founder and CEO,
In an interview segment entitled 'Retail Focus', Richard Ash was asked nine questions about pop up shops and retail displays, ranging from what a pop sup shop actually is and does, the benefits they bring to the retail market, whether the trend will continue and grow in the future and personal opinion on the focus of Green Room Retail in the industry. Bigger, more well-known names and brands are exploring the idea of using pop up shops; Green Room Retail themselves have worked alongside New Look in the past and helped to differentiate their brand in a competitive and cluttered market.
Notable snippets to extract from the interview are that Richard believes that 2010 will be the year when point of purchase pop up shops will finally break into the mainstream consciousness of the general public. Richard notes how pop up shops can utilise and bring new life to an empty unit and provide a steady stream of revenue to landlords, and outlines some of the processes involved when creating and setting up a pop up shop.
"They are an exceptional means for drawing attention as they are able to quickly draw a crowd if designed well and staffed appropriately. I think it's important however that we don't tag every temporary store as a pop-up. For example, many of the 'pile it high, sell it cheap' stores that spring up in town centres across the land around Christmas are not pop-up shops, they're just the high street equivalent of a jumble sale," said Richard Ash, founder and CEO of Green Room Retail.
"For me, true pop up shops differ because they offer the consumer something way above a cheap thrill. They indulge, excite, stimulate, challenge and entertain. True pop-up shops immerse the consumer in a unique brand experience.
"That's why I think pop-up shops can, and should, offer so much more than a revenue stream. In fact, I'd go as far as saying that they are one of the most compelling experiential marketing tools for any consumer brand. Imagine that - a shop that can be deemed a success without even needing to sell."
To find out more about GRR's exceptional retail solutions, visit http://www.greenroomretail.co.uk/