eCommerce plays an undeniable role in retail. While it only makes up 5.5% of total retail sales, it’s growing at a 13% rate year-over-year, and, according to recent ComScore data has generated more than $50 billion for two consecutive quarters. But, as a percentage of total retail sales, the needle has been slow to move. So, what are eCommerce retailers doing to build on their sales momentum?
They’re experimenting with pop-up stores to create their own showrooms.
Pop-up stores are not a new trend. Target and eBay were early adopters of the format. At the time trendwatching.com claimed to coin the term, “pop-up retail,” and offered the following definition: retail initiatives that “have a tendency to pop up unannounced, quickly draw in the crowds, and then disappear or morph into something else, adding to retail the fresh feel, exclusivity and surprise that galleries, theatres and Cirque du Soleil-adepts have been using for years...”