Pop-up shop strategy

Pop-up shops continue to be the most vibrant marketing trend in retailing, bringing new products and new formats to where shoppers work, walk, shop or visit. The strategy is to showcase a brand or a range in a specific place for a specific time, or to test new brands or new products before widespread introduction. Obviously, social media marketing is a must to build buzz and make the most of this limited retail opportunity.

Above, Temple Cycles previews its new range of bespoke steel frame bicycles at Bristol's Harbourside Market, just weeks before the startup opened a pop-up shop for a week at Cheltenham Market. The strategy for introducing the brand via pop-up is to allow buyers to see and experience the product for themselves before placing an order.

Fashion brands are increasingly using pop-ups for or by viral marketing. Marc Jacobs used a "pop-up shop" last year to promote Daisy, a new fragrance. The twist: This was a tweet shop, with no money changing hands, and the location shifting from city to city as the promotion continued.

Restaurants and food brands are using pop-ups to take their products to where the crowds are, such as at Field Day in London's Victoria Park.

The prestigious Olivier Awards is using a pop-up in Covent Garden to promote the awards, present workshops and unroll the red carpet for celebrities.

Where will the next pop-up appear?