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Retail Convergence Trend: Brick-And-Mortar Retailers Use Pop-Up Stores To Boost Online Sales

December 12, 2011: 01:55 AM EST
Brick-and-mortar retailers are now using pop-up stores, which are open for a short time to boost certain brands, to drive shoppers to store Web sites. eBay’s London store, for example, opened a pop-up store to tout products available online to smartphone shoppers who can scan barcodes. Walmart is testing the pop-up concept with two stores that will close at the end of the holiday season. The stores, which highlight certain toys and consumer electronics, allow shoppers to sit at stations to browse and order additional products online using tablets and laptops. Industry experts say the phenomenon is a sign of the convergence trend: offline and online stores working together to boost sales and brand loyalty.
Olivia Oran, "E-Retailers Pop Up Outside Cyber Space", The Street, December 12, 2011, © TheStreet, Inc
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