Walk through any major shopping district, and youre likely to stumble upon a number of pop-up shops. From online brands testing the waters for a physical presence to major retailers testing out new products, the pop-up concept has become a major tool for businesses regardless of size.回頭在任何一個(gè)大型商業(yè)區(qū)里，大家都會(huì)找到不少所謂的“快閃”店（亦稱為“品牌游擊店”）。有些是在線品牌試水實(shí)體經(jīng)營(yíng)，有些則是大型零售商在試賣新產(chǎn)品。現(xiàn)如今，“快閃”理念早已出了大大小小的企業(yè)的一個(gè)最重要工具。The short-term retail market has exploded over the past few years, bridging the gap between e-commerce and brick-and-mortar stores and enabling brands a chance at premium real estate at a fraction of the cost. In fact, temporary retail continues to thrive as an $8 billion industry thats grown 16% annually since 2009, according to a recent Specialty Retail Report. Major online brands like Amazon (AMZN) and Google (GOOG) have experimented with short-term leases to showcase new products while national retailer Nordstrom has collaborated with online jewelry marketplace BaubleBar and fashion brand Top Shop to set up within the department store.過去幾年，短期零售市場(chǎng)如雨后春筍般蓬勃發(fā)展，不僅在電子商務(wù)和實(shí)體商務(wù)之間架設(shè)了一座橋梁，而且讓很多品牌有機(jī)會(huì)要用很少的資金租給高端地產(chǎn)展開短期零售。

根據(jù)最近的一份專營(yíng)零售報(bào)告表明，自從2009以來，臨時(shí)零售行業(yè)的年增長(zhǎng)率超過了16%，市值已約80億美元。亞馬遜（Amazon）和谷歌（Google）這樣的網(wǎng)絡(luò)巨頭爭(zhēng)相在大商場(chǎng)里簽定短期租約，展出自己的新產(chǎn)品。

而全美連鎖的高檔百貨店諾德斯特龍（Nordstrom）也與網(wǎng)絡(luò)珠寶商BaubleBar和時(shí)尚品牌Top Shop合作，在自己的門店內(nèi)設(shè)置專柜。More and more companies are realizing a pop-up is not only a chance to generate more sales but also to learn more about customers and how a brand translates and who it influences. To illustrate, heres a look at five ways how a business can benefit from a soon-to-be permanent model in the retail industry:更加多的企業(yè)正在意識(shí)到，“快閃”式的零售店不僅可以帶給更好的銷售額，同時(shí)也能讓品牌更進(jìn)一步地理解顧客，理解品牌的演化過程，理解它不會(huì)影響哪些人。下面遵為大家講解企業(yè)可以從“快閃”式零售店受益的五種方式：1. Offload inventory and test out a new revenue stream1. 利用“快閃”店清倉(cāng)甩貨、同時(shí)嘗試找尋新的收益流Pop-up shops inherently evoke a sense of urgency with limited time offers, which helps boost sales and often converts to larger purchases.“快閃”店由于開辦的時(shí)間受限，一般不會(huì)給人導(dǎo)致一種緊迫感，所以往往不會(huì)增進(jìn)銷量，而且常常不會(huì)轉(zhuǎn)化成為更加大額的訂購(gòu)。We have had clients that have seen their cart size grow two times when their online customer walks into a space where they can touch and feel the brand, says pop-up architect Melissa Gonzalez.“快閃”店建筑師梅麗莎o岡薩雷斯說道：“我們有些客戶開辦了快閃店后，由于顧客可以在店里觸碰到、感覺到這個(gè)品牌的商品，所以他們購(gòu)物車的規(guī)模不斷擴(kuò)大了兩倍。

”The informal, spontaneous setting might generate more revenue or allow a store to feature inventory in a fresh way, says Anton Commissaris, the North American president for point of systems service Vend. For example, lets say a running store is trying to move old inventory through the use of sidewalk racks. If the storeowner instead uses a pop-up truck and drives to a different part of town, the clothing becomes instantly new to a different group of consumers. Meanwhile online companies like Etsy can test the brick-and-mortar business to see if their merchandise attracts foot traffic in the same way it can digitally.零售點(diǎn)系統(tǒng)服務(wù)商Vend公司北美總裁安頓o康米薩利斯認(rèn)為，這種非正式的購(gòu)物環(huán)境有可能帶給更好的收益，或者讓商家以一種新的方式向消費(fèi)者展出存貨。比如有一家商店想要通過在街頭逛的方式清倉(cāng)甩貨。但是如果店家進(jìn)著一輛“快閃”貨車到城市的另一個(gè)區(qū)域去賣貨，那么這些衣服有可能對(duì)于一群有所不同的消費(fèi)者來說，就立刻變?yōu)榱诵迈r款式。

同時(shí)像Etsy這樣的網(wǎng)商也可以通過試水實(shí)體做生意，來想到自己的產(chǎn)品在實(shí)體店否一樣具備吸引力。2. Test out new products or experiment with new concepts2. 測(cè)試新產(chǎn)品或新理念Pop-up shops are a great way to incubate an idea in a confined timeframe and isolated scope, adds Gonzalez, who owns a pop-up specialty firm. Demonstrating new products enables a business to collect customer feedback and suggestions before fully going to market. Existing brands like Google or Nordstrom (JWN), which more recently launched a New York pop-up to promote Sarah Jessica Parkers new shoe line SJP, are also leveraging pop-up shops to experiment with new collections or concepts.梅麗莎o岡薩雷斯自己就有一家專門接續(xù)“快閃”店業(yè)務(wù)的公司。

她回應(yīng)，如果要在受限的時(shí)間和地域內(nèi)產(chǎn)卵出有一個(gè)點(diǎn)子的話，“快閃”店是一個(gè)十分好的平臺(tái)。它使商家可以在全面進(jìn)占市場(chǎng)之前，再行通過這個(gè)平臺(tái)向消費(fèi)者展出自己的產(chǎn)品，提供消費(fèi)者的對(duì)系統(tǒng)和建議。像谷歌和諾德斯特龍等大企業(yè)如今都在利用“快閃”店試驗(yàn)新產(chǎn)品或新理念。

諾德斯特龍最近還在紐約新的進(jìn)了一家“快閃”店，銷售好萊塢女星薩拉o杰西卡o帕克代言的女鞋品牌SJP。Smaller retailers can also use pop-up shops or trucks as an opportunity to reach and retain more customers. Use it as a chance to hand out an exclusive discount or gift card to spend at the larger store or online, giving consumers a reason to return after the pop-up closes.小型零售商也可以利用“快閃”店或“快閃”售貨卡車去招募更好的顧客。同時(shí)你也可以利用這個(gè)機(jī)會(huì)向顧客獲取下次到本店顧物的尤其優(yōu)惠或者禮品卡，給顧客一個(gè)“快閃”店重開之后之后到你店里消費(fèi)的理由。

3. Use it as a marketing opportunity to create brand awareness3. 利用“快閃”店作為營(yíng)造品牌認(rèn)知度的機(jī)會(huì)More companies are using pop-ups as a marketing tool for brand extension. By incorporating incentives for customers to share their experience on social media channels like Twitter and Facebook, companies can create a larger organic buzz about their brand. By analyzing social media chatter, a marketing team could examine word sentiment around their brand and look for new potential influences for future campaigns. A temporary physical setup also gives online brands a chance to make consumers aware of their online store, attracting local foot traffic they may not have otherwise had.更加多的公司正在把“快閃”店當(dāng)作提高品牌認(rèn)知度的一個(gè)營(yíng)銷工具。通過向顧客獲取鼓舞，促成顧客通過Twitter和Facebook等社交媒體共享自己的購(gòu)物體驗(yàn)，企業(yè)可以超過較好的品牌知名度。同時(shí)通過分析社交媒體數(shù)據(jù)，品牌的營(yíng)銷團(tuán)隊(duì)還可以理解環(huán)繞這個(gè)品牌的口碑，為以后找尋新的宣傳點(diǎn)。

另外，一個(gè)短期的實(shí)體店還能讓消費(fèi)者有機(jī)會(huì)理解他們的線上商店，為他們?cè)诋?dāng)?shù)貛Ыo無法通過其它途徑取得的客流量。Technology-driven companies can also use a temporary space as a way to educate customers on what makes their product unique to the market.科技型企業(yè)還可以通過“快閃”店讓顧客了解到自己產(chǎn)品的獨(dú)有之處。

A sense of discovery will deepen a customers connection of the brand as they embrace the wow factor, Gonzalez says. Be it a groundbreaking formulation or a disruptive technology.岡薩雷斯說道：“無論是某種突破性的配方，還是某種顛覆性的技術(shù)，只要它讓顧客實(shí)在精彩，這種找到感就不會(huì)加劇顧客與品牌的聯(lián)系。”Vends point of sales system and in-store sensors allow companies to collect data on their customers. For example, a customer can assess foot traffic during specific weather conditions, conversion rates and cart contents. This type of big data can inform merchandisers and marketers on how to better position and target campaigns or window designs in the future, Gonzalez adds.Vend公司的零售點(diǎn)系統(tǒng)和店內(nèi)傳感器使它可以搜集關(guān)于顧客的數(shù)據(jù)。

比如，客戶可以取決于在特定天氣條件下的客流量、轉(zhuǎn)化率和購(gòu)物車?yán)锏膬?nèi)容。岡薩雷斯認(rèn)為，這種大數(shù)據(jù)技術(shù)可以讓商家和營(yíng)銷人員明白怎樣才能更佳地積極開展廣告宣傳活動(dòng)，或者告訴他他們今后怎樣更佳地展開櫥窗設(shè)計(jì)。4. Timing a pop-up in conjunction with seasonality or holidays4. 融合季節(jié)性因素或節(jié)假日時(shí)機(jī)開辦“快閃”店As we already know, consumers tend to buy during seasonal and holiday shopping. By creating a seasonal experience, companies can provide a one-stop shop for customers.我們告訴，消費(fèi)者在購(gòu)物上具備季節(jié)性偏向，而且討厭在節(jié)假日購(gòu)物。

所以企業(yè)可以通過融合季節(jié)性因素為顧客體供“一站式購(gòu)物”體驗(yàn)。季節(jié)性“快閃”店也給零售商獲取了一個(gè)與其他企業(yè)合作的機(jī)會(huì)。比如，如果你是一家在線珠寶商店，那么你就可以與花店或者巧克力作坊合作，進(jìn)一家專門做到母親節(jié)做生意的“快閃”店，讓消費(fèi)者在店內(nèi)更加能取得“找到”的愉悅感。Seasonal shops are also an opportunity for retailers to collaborate with other businesses. For example, an online jewelry store could partner with a florist or a chocolatier and brand the whole experience as a Mothers Day shop, giving consumers more of a discovery experience while inside.“店中店”則是另一種日益風(fēng)行的“快閃”店模式。

所謂“店中店”就是容許一家小公司在另一家大型零售商門店中成立專柜或?qū)^(qū)，測(cè)試產(chǎn)品的銷路。The store-within-a-store model is another type of pop-up thats becoming more common. Allowing smaller businesses to test market their items by setting up a stand or an area within a larger store may attract new business for the bigger retailer.5. 僅有渠道零售將淪為行業(yè)的未來5. Omni-channel retail is the future of the industry更加多的企業(yè)正在利用所謂“僅有渠道”的零售模式，也就是既在網(wǎng)上銷售，也在實(shí)體店和路邊攤銷售。正如麻省理工學(xué)院（the Massachusetts Institute of Technology）的一篇報(bào)告《打破購(gòu)物車》認(rèn)為的那樣，隨著消費(fèi)者漸漸習(xí)慣利用多個(gè)平臺(tái)展開找到和購(gòu)物，許多零售商也仍然按照渠道對(duì)銷售展開區(qū)分。More businesses are leveraging Omni-channel retail, or the seamless approach of a retailer selling online, in a store and on the road. As the Massachusetts Institute of Technology (MIT) report Beyond the Checkout Cart points out, many retailers are no longer distinguishing sales by channels while consumers are using a multi-platform for discovery and purchase.消費(fèi)者討厭那些“平易近人”的品牌，也就是能讓他們輕輕松松購(gòu)物的品牌。

如今實(shí)體店早已日益淪落“樣品間”，也就是說，消費(fèi)者一旁在實(shí)體店里看貨、一旁在網(wǎng)上比價(jià)。它指出，消費(fèi)者早已習(xí)慣了多渠道的購(gòu)物方式。

根據(jù)麻省理工學(xué)院的報(bào)導(dǎo)，如今零售業(yè)每年有價(jià)值120億美元的商品是顧客通過智能手機(jī)采購(gòu)的，而80%的購(gòu)物者否認(rèn)他們?cè)谫?gòu)物前曾多次到實(shí)體店里看完樣品。Consumers expect accessible brands that enable everything to be at their fingertips. The increase in showrooming, or when consumers compare prices online while browsing in-store, signals that customers are engaging with the multi-channel shopping approach. According to the MIT report, the industry generated $12 billion in sales made on a smartphone while 80% of shoppers admitted to showrooming before a purchase.康米薩利斯說道：“企業(yè)不僅要做多渠道銷售，還要保證品牌體驗(yàn)和出售體驗(yàn)的一致性。

”（財(cái)富中文網(wǎng)）More than just being multi-channel, Commissaris says, companies are trying to ensure the brand experience and the buying experience are the same.。

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