Step Right In

Pop-Up Stores, Sales Promotions & More

BMW Mini China’s latest PR stunt is a small-scale mobile boutique that fits in a stretched version of one of its trendy cars.

There’s no such thing as too small when it comes to temporary retail space. Vacant certainly proved that when it teamed up with BMW Mini China to promote the world’s longest Mini Cooper last year. The California-based company, which speci[...] Tactics Subscribers Read More...

GSUSA Rings In Year of the Girl at MOA

Pop-Up Stores, Sales Promotions, Shopping Center Business

Girl Scout Shop pops up at the Mall of America and yes, it sells a whole lot more than those tempting cookies.

The Girl Scouts of Minnesota and Wisconsin River Valleys won’t need to hit the streets quite as hard as usual to sell their famous cookies and other branded products this year. For five weeks, they’ll have their own store at the Mall of Amer[...] Tactics Subscribers Read More...

Mega Store Goes Micro

Pop-Up Stores, Technology Lab

Retail giant Walmart tests two micro-stores in California to serve as pop-up showrooms where consumers can view, touch and feel products sold on Walmart.com

Walmart might be a retail giant known for its expansive stores, but last holiday season its marketing mind proved to be more nimble than one might have expected. For the entire month of December, Walmart operated two micro-stores in California: [...] Tactics Subscribers Read More...

Gather Around

Pop-Up Stores, Shopping Center Business

Barbie and Ken star in stop-motion video to promote Jakarta students’ cross-category pop-up market.

March 9 through 11, the exhibition hall in Jakarta’s Grand Indonesia Shopping Town will take on airs of the famed Carnaby Street in London when the center hosts its first annual Pop Up Market. Students from the city’s S1 Prasetiya Mulya B[...] Tactics Subscribers Read More...

Pop-Up Retailing’s Top 7

Pop-Up Stores, Shopping Center Business

Any leasing manager would consider deals with temporary tenants, if only these could enhance their mall’s retail mix and productivity.

The trick to productive temporary retailing is to distinguish the space fillers from the retail gems, and Christina Norsig has some ideas on how to zero-in on the real opportunities. In her book, Pop-Up Retail – How You Can Master This Global [...] Tactics Subscribers Read More...

Pop-Ups: The Bright New Permanent Retail Solution?

Pop-Up Stores

Potential incremental income from temporary retailing goes beyond seasonal themed stores.

While driving down El Toro Road in Laguna Hills, California this fall, I glanced to my left and noticed a huge Halloween store banner hanging from a long abandoned Circuit City box store. Like a flash of lightning, I realized that, of course, we[...] Tactics Subscribers Read More...

Vive Paris!

Pop-Up Stores, Sales Promotions & More

Four people living in a tiny Parisian subway platform apartment? That’s IKEA’s version of social media-based reality TV.

IKEA France produced many a “houlala!” when it popped up at the Auber metro station in Paris last month. With the help of communications agency Ubi Bene, IKEA erected a temporary 581-square-foot apartment in the middle of the station platfor[...] Tactics Subscribers Read More...

On Park Duty

Customer Service, Mall Security, Parking, Services

Public/private partnership has mall volunteers pull shift at their local park for special events in exchange for help with security and parking.

Malls usually count on partner organizations to stretch their promotional budgets and support their events, but Tysons Corner Center is seeing its relationship with Fairfax County Parks & Recreation from a different angle. Volunteers from the[...] Tactics Subscribers Read More...

Making the Numbers Add Up

Marketing Budgets, Shopping Center Business

Budgeting for mall special events is child’s play, as long as you’ve developed a detailed calendar and have strategies to keep costs down.

A Q&A on special event budgeting with Kymberley Scalia, corporate director of marketing, Coyote Management Q: What percentage of a mall's annual marketing budget is typically allocated to special events? A: Because special events are becom[...] Tactics Subscribers Read More...

Leased At Last

Leasing, Shopping Center Business

After its cinema tenant pulled out, and a new multiplex opened nearby, Wyoming Valley Mall knew it would have to look elsewhere to fill its vacancy. As luck would have it, KISS Theatre Company was looking for a new location.

It’s fitting that KISS Theatre Company’s first performance at America’s Wyoming Valley Mall (WVM) last January was of The Wizard of Oz. The sold-out show marked the end of a three-year tenant search that must have made every member of the [...] Tactics Subscribers Read More...