Pop-up shops gain popularity in Melbourne

Melbourne residents may have noticed temporary stores appearing in shipping containers, art studios, newspaper stands and cardboard cities across Melbourne. Many online stores have taken their products offline by setting up pop-up stores in Melbourne. While these stores generally appear in the city, sometimes retailers will set up in malls in suburbs such as Moorabbin.

The executive director of the Australian Retailers' Association Russell Zimmerman said pop-up stores were a great idea for retailers. This method of selling goods is particularly use for for emerging businesses and independent designers. Both offline and online stores can use pop-up stores to sell their products without having to commit to a five year lease.

However, these stores will not get enough attention unless they market themselves properly. There are several ways that businesses can do this. Firstly online businesses can send their current customers a email newsletter. This will let them know that the event is taking place. During the days the store is up staff can make the most of local printing services and print out flyers. They can then use them to direct oncoming foot traffic to the store.

There are several reasons why pop-up stores are so successful. They are generally set-up by creative people who use unique marketing techniques. For instance a sports clothing store placed a table tennis table at their display. Consumers then came out to play table tennis. These clever marketing strategies capture the attention of potential buyers. As the store is only going to be in place for a few days many customers will purchase products as they are afraid of missing out.