Have you noticed more and more pop-up shops in your neighborhood? Have you wondered how they work or what kind of value they might provide a brand, especially with the ubiquity of e-commerce winning on convenience? We knew it was time to look beyond the shop and dig into the inner-workings; we sat down with Melissa Gonzalez, CEO of The Lionesque Group to break down the science behind seasonal retail offerings.

“There are so many opportunities to learn now with technology integration, so everything from door counters to heat mapping and digital touch screens that monitor, just like online, what you are clicking, but then also sales people and brand ambassadors are an opportunity for qualitative data collection and understanding,” Gonzalez said.

Gonzalez also speaks on why pop-up shops are now more viable than ever, how they can provide crucial quantifiable data, and she shares the story of her most recent client who opened up a shop in the middle of New York City.

“It’s a really great opportunity to then make those learnings and make smarter merchandising and marketing decisions going forward,” Gonzalez said.

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