You know that I love all the retail concepts that allow retailers to meet the customers where there are. A lot of global brands use pop up stores in order to meet with their customers to launch new innovations. The goal is to get public attention, have people try the products and also to generate press releases.
That was the original purposes of the Magnum pop up stores in South Africa. But as a matter of fact, people loved the store. There were long queues in front of the store, and sales doubled the expected figures. Each week the sales increased by 12%. The company had to go on with the stores after the initial end date.
It was so successful entrepreneurs inquired about buying the franchise.
What I like about this news, is that it shows well how having pop up stores at the right time, at the right place is so efficient, and why I believe it is an evolution of modern commerce. It is just another example of it.