The idea of shop-in-shop and pop-up temporary shops are fascinating and really points to how the retail landscape is changing. This can be seen in many big-box retailers as a small amount of floor space is taken over by another company. Imagine walking into a Best Buy and finding that a couple tables have been taken over by Apple to display its products the way it wants and has a dedicated Apple employee is there to answer questions. The two sections are visibly different, but under the same roof.
The same thing is happening with online only retailers that are setting up temporary storefronts that travel the country. This is a way to create buzz for a product that the public may not know about. It is also a great way to engage with existing customers on a more personal level than is possible with online retail.
A recent article from KDM examined many of the benefits that this partnership creates. By using this approach, retailers and brand collaborations can breathe new life into a business, consumer brands that create a larger presence, more exposure to retail stores, shops become destinations and creates convenience.
However, businesses need to be smart about this. Just because it is a temporary location or on a smaller scale, it does not mean that businesses should take it lightly. One step that every organization should take is to ensure that the point of sale and inventory system that will help the business keep track of sales and ensure that they are able to meet customer demand.