Recently Women’s Wear Daily posted an article predicting that the novelty of the pop-up shop will fade in 2010, which Fast Company magazine referenced in a post today. The article cites experts who feel the trend has been overplayed, driven primarily by the recession hitting retail storefronts and driving down rents:

“Retailers might need to come up with another idea or a fresh angle for the pop-up to excite consumers. That’s key, since the main role of pop-ups is primarily to be marketing vehicles rather than drivers of significant profits and sales.”

We couldn’t agree more. As with any marketing tactic, a fresh angle and approach is critical to consumer engagement. While lower rents may have made some brands jump in who otherwise might not have considered the medium, the reality is that brands still need to continue to reach out to consumers in interesting ways to set themselves apart. Consider that although we are living in a digital world, much of what fuels social media chatter continues to be the events and experiences that happen to us offline.

We feel the pop-up shop has only begun to stretch its legs, for a multitude of reasons. When executed well, a pop-up offers a:

• Dynamic space for influencer events
• Hub for social media activity
• Backdrop for publicity and media events
• Living billboard that garners thousands of impressions from passersby
• Disruption that stops consumers in their tracks

Most importantly, pop-ups can be ideal for high-engagement products and considered purchases, allowing consumers to test-drive before they buy. Pop-ups function best when they deliver an experience that goes far beyond interesting merchandising, offering consumers a reason to walk through the door, and tell their friends. At best, a pop-up experience amplifies the product’s offerings.

One recent example is our own EA Sports Active Pop-Up Training Centers. We curated the entire experience, from start to finish, to truly take the product off the shelves and into consumers’ hands.

So brand marketers, we’d like to see more pop-ups in 2010. Pop.