Road to RECon Asia 2010: The Pop-up Promise

Need a fresh promotional hook this upcoming holiday season? How about a new shopping experience with a built-in call to action? That’s what pop-up retail promises and RECon Asia delegates will soon get a chance to explore its potential in the company of Anthony Buono, the executive managing director of retail services for CB Richard Ellis in San Francisco, USA.

“Pop-up Space—Understanding the Concept and Profit” is the session that Buono will lead on the conference’s opening day, along with Peter Gold, executive director and head of cross-border retail for CB Richard Ellis in London, UK. The two will discuss the use of transient vacancies in a shopping center and how space can be let out on short lease terms, enabling entrepreneurs to test new store concepts or products.

But besides providing a pathway to permanent in-line tenancy, pop-up stores can also enrich a center’s overall experience, giving customers a reason to visit at a crucial time of year, be it Christmas, during Chinese New Year celebrations or on Valentine’s Day.

Those temporary tenants can pop up in your center court to draw the most shopper and media attention, in a remote hallway as a means to re-route customer traffic and help out struggling shops, or even in a section of your parking lot. It’s well worth exploring.

And now for that marketing idea I promised…

Clarke Quay in Singapore is driving up sales for its food tenants with its “$15 Nett Set Lunch”. Launched on July 1, the promotion covers 24 outlets that offer their hungry patrons a wide variety of meals and styles of cuisine for just SGD15 (approx. USD 11.50)—from hearty buffets to five-course set menus. Other perks to attract lunch patrons include free parking on weekdays from noon until 3 p.m.. These tantalizing offers will end on December 31.

Myriam Beaugé
Editor in Chief, Tactics Magazine

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