To: John Maclean

From: Team Humber (Oklend Llakaj, Tamika Marks-Grant, Carl Villar and Jacob Garber)
Subject: Informal Report
Date: Tuesday April 11, 2017

Introduction
Temporary pop-up shops have been used by large and small businesses to help expand their brand
recognition. Pop-up shops are temporary retail spaces that sell all types of merchandise. Due to the
limited amount of time a store is in business for, it helps to generate a buzz about the products/services
that are being sold. We believe that the use of temporary pop-up shops serve as an effective means of
marketing for new products and services.

Facts/Findings
Based on our research we have made the following findings:
Benefits
There are multiple benefits to using temporary pop-up shops for both
large and small businesses. The largest benefit is that they are able to make services and
products more recognizable to the general public.
Location
The location of temporary pop-up shows is crucial in predicting the
overall success of their presence. If the store is not located in a popular and accessible
area then businesses risk losing their investments.
Timing
The time of year impacts the success of certain pop-up shops. For
example, depending on the holiday season certain products will sell more or less.
Cost
The overall cost of opening up a temporary store need to be properly
assessed in order to guarantee that a profit will occur.

Discussion/Analysis
An in-depth analysis of our findings show that temporary pop-up shops are only a positive contribution to
businesses when they are properly planned and executed. If a store is not located in a highly populated
area, there is no way it can create enough attention to sell merchandise and pay the monthly expenses to
keep the store open. The cost of opening up a pop-up shop also has to be planned and carried out
completely to ensure a profit is made. Due to the fact that the store is open for such a short period of time
it is difficult to acquire rental agreements that come at an affordable cost. For larger businesses this may
not be an issue but for entrepreneurs this can be a huge expense that will determine if the pop-up shop is
truly worth it for their business.

Conclusions
Furthermore, our findings prove that temporary pop-up shops are an effective form of marketing new
products and services. In order to make them a success, businesses must consider our recommendations
that are stated below.

Recommendations
We recommend the following points for those looking to use pop-up shops as a form of marketing. You
must:
Make sure it is located in a popular area
Make sure that the price of opening the pop-up shop is reasonable in terms of your
expected sales

Works Cited
 Bradbury, D. (2012, April 15). Planned spontaneity: Retailers see tangible benefits in pop-up stores.
Financial Post. Retrieved March 13, 2017, from
http://business.financialpost.com/entrepreneur/planned-planned-spontaneity-retailers-see-tangible-
benefits-in-pop-up-stores
Shenker, M. (2013, October 25). POP-UP SHOPS ARENT ABOUT SALES. Retrieved March 10,
2017, from http://www.marketingmag.ca/brands/pop-up-shops-aren%E2%80%99t-about-sales-
91900
Spena, T. R., Carida, A., Colurcio, M., & Melia, M. (2012). Store experience and co-creation: the
case of temporary shop. International Journal of Retail & Distribution Management; Bradford,40(1),
21-40. Retrieved March 12, 2017, from
http://search.proquest.com.ezproxy.humber.ca/docview/916983937/abstract/1A054FBCADEA490E
PQ/1?accountid=11530
Surchi, M. (2011). The temporary store: a new marketing tool for fashion brands. Journal of
Fashion Marketing and Management; Bradford,15(2), 257-270. Retrieved March 12, 2017, from
http://search.proquest.com.ezproxy.humber.ca/docview/868913254/abstract/4628AA34BFC44A6PQ
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Vong, K. (2012, August 16). 6 Benefits of Pop-Up Shops. Retrieved March 10, 2017, from
http://www.trendreports.com/article/benefits-of-popup-shops