Pop-up power

Tom Batchelor takes a look at the world of ‘blink and you’ll miss it’ airport shops, which continue to reap dividends for retailers

From whiskey tastings to fragrance samples to lollipops, temporary retail or experiential marketing events in the form of airport pop-up shops are a “great way to reach an international customer base without having to leave the tarmac”, said Linda Farha, head of Pop-Up Go, which helps brands create memorable short-term rentals. “This isn’t just great for brand exposure, but also for conducting market research, thus educating brands on how to effectively make keybusiness decisions related to expansion opportunities, both local and international.”

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