The Pop-Up objectives have been identified by the journal article Pop-up retailing: Integrating objectives and activity stereotypes by Gary Warnaby , Varvara Kharakhorkina , Charlotte Shia and Margherita Corniani (Warnaby et al., 2015). The VKCPS uses these objectives to categorize the uses of a Pop-Up shop. Further, a fifth has been identified as “institutional”. A brief description of each objective and examples are found below.
“An important objective of pop-up retail activity is to increase brand awareness, enhance brand identity and influence brand values perception (De Lassus & Anido Freire, 2014; Marciniak & Budnarowska, 2009; Pomodoro, 2013; Surchi, 2011 ). Additionally, the presence of pop-up retail activity in a specific location may be a means by which communication about the brand can be enhanced by physical presence, albeit temporarily. Indeed, the temporary nature of the pop-up could even be an advantage, in that the communication of specific news about a brand (such as, for example, the launch of new seasonal ranges, or a link to a specific event such as a “Fashion Week” in the place concerned) may be very time-specific and would not necessarily require a permanent presence” (Warnaby et al., 2015).
“Experiential marketing tactics, combined with atmospherics of the physical space, can influence consumer perception of brand values. Moreover, customer immersion in the pop-up branded environment will facilitate more impactful contact. Linked to this is communication of the brand/organization’s positioning strategy. Highly experiential formats can represent opportunities to convey desired market positioning, often in a more affordable manner compared to traditional media. Indeed, experiential aspects of pop-up stores can more effectively accentuate differentiation and product superiority through demonstrations, trials and tests. Using pop-up stores can allow a firm to skip intermediate distribution channels, which can potentially interfere with, and impact on, consumer perceptions” (Warnaby et al., 2015).
“These relate to economic-orientated dimensions, such as sales and market share. More temporary pop-up stores can be used to maximize potential sales, especially in markets characterized by an intrinsic periodicity. Examples include the Christmas or Halloween stores that are widespread in America and the UK. Here, investment in a permanent store network may not be justified. Temporary stores can also be used to clear remainder/past seasons’ stock at discounted prices, a practice common within the fashion businesses” (Warnaby et al., 2015).
“These relate to gaining market intelligence, apparent in the use of pop-up retailing as a low(er)- risk method of testing new market potential for a product/brand (Catalano & Zorzetto, 2010 ), and new international markets (Picot-Coupey, 2012 ). For example, pop-up retail can be a way in which pure-play Internet retailers can test the potential of a tangible market presence and/or whereby new initiatives can be tested” (Warnaby et al., 2015).
Pop-Ups that further economic or community development are considered to be institutional. This objective was inspired by the locally created pop up projects such as the DECA Pop-Up Project, Renew Newcastle and Empty Spaces. The retail operation strives to improve economic revitalization in a certain area for the good of the community versus a brand or retailer.