Source: eKapija | Thursday, 21.04.2016.| 15:47
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Pop up stores as innovative retail concept - Exclusivity and timeline attract customers

(Pop up store in London) Pop -up stores have become popular in the United States ten years ago and the reason was very simple - at that point there was less money , people were less likely to go shopping , retailers did not have enough funds for investment and these shops have more positive features - attract attention, they are different B2B channel and promote brand as innovative and change-oriented. Apart from that, office space which is rented this way should be less expensive for potential tenants.

This young marketing expert, Portuguese Ruben Pedrosa (22), in an interview for eKapija, explains retail concept which, according to him, is very popular in the west while in Serbia it has not been so exploited although according to some studies, is among five most promising trends.

After he was a guide in Portugal for a group of Serbs who participated in the folklore competition , Ruben fell in love with a Serbian girl and decided in August 2015 to come to live in our country . Exploring opportunities of Serbian market, he met the senior management people of a Belgrade shopping mall and immediately suggested to fill in unrented space with the innovative principle of " pop up " store.

Ruben Pedrosa
Ruben Pedrosa
The main feature of "pop up" store is just their time-limited operation – a shop opens for two or three months or even a month and there was cases such as “weekend” shops. This way, an owner of the premises (an outlet or shopping mall) gets brands which are replaced in a short period of time and the advantage retailers is that it can start cooperation with shorter lease and then, if necessary, to extend agreement.

- For consumers, "pop up" store concept means better and different shopping experience with more intensive marketing . Therefore, in the preparation of these shops a role of a designer is very important – a collocutor of eKapija says and adds this approach is excellent for seasonal events, such as New Year and holiday shopping and is very good for exploring new markets.

This way, consumers can be educated on products, innovations, product range, with minimal financial risk. Pedrosa says this can be a very good opportunity for online stores which would like to try out classical sales as well as for small and micro enterprises.

- Small “around the corner shops" slowly die out, this is how it is in Portugal and as I see in Belgrade as well. With the help of "pop up" stores this sector could come to life again!

Ruben Pedrosa believes Serbian market can accept this concept and that there is room for an innovative approach in retail because - "pop up stores can raise the level of the market and bring positive change”.

Portugal in Belgrade

After graduating from marketing, Pedrosa decided to use his skills in Serbia, primarily in the field of tourism, exploring possibilities for development of this industry and promotion of our country as a popular destination. Also, he is also considering import of olive oil and wine from Portugal and sees good perspective in footwear industry.

Namely , Portugal produces and exports a large quantity of shoes to Russia, and having in mind uncertain market and current European Union sanctions, Pedrosa saw a good business opportunity in establishing a company that would be majority Serbian and thus use customs concessions for sale of goods . He says he has already been in negotiations and expects soon concretization of the agreement and the arrival of the Portuguese investors .

Marko Andrejic

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