WPP’s VML and Barrows collaborate with Samsung on Connected Pop-Up Store System
WPP agencies VML and Barrows announced a collaboration with Samsung Electronics America, Inc. to develop the next generation of pop-up stores. Showcased last week at WPP’s Global Retail Forum, the “Connected Pop-Up” store powered by Samsung is a system that will enable brands and retailers to intelligently, affordably and quickly activate short-term, temporary retail opportunities.
In the midst of a dynamic retail landscape, “pop-ups” have grown into a $50 billion industry in the U.S. (as of March 2016), according to industry database PopUp Republic. Pop-up stores can deliver the experiences that consumers are demanding today, without the need to make a long-term commitment to a physical space.
The Connected Pop-Up store powered by Samsung takes the concept of temporary retail to the next level, overcoming the challenges of successfully getting pop-ups off the ground. It’s an innovative turn-key model that considers all the elements of a successful pop-up; ideation, location scouting, logistics, staffing, Point-of-Sale (POS) fulfilment, real-time customer engagement and content creation. This is combined with next-generation technologies from Samsung, including an IoT (Internet of Things) dashboard, which captures store data and provides retail analytics and insights into store activity.