Through a special arrangement, presented here for discussion is a summary of a current article from the monthly e-zine, CPGmatters.
Kellogg, Pure Leaf and Chobani are among a number of CPG companies that have been sprouting “pop-up” stores that tell their brand stories. As well as fashioning “stores within a store” in larger retailers, CPG brands are putting these pop-ups into semi-permanent locations on street fronts in New York City and other heavily populated locales.
The reason: CPG brands see grocery retailing undergoing unprecedented competitive pressures that stress store chains to promote themselves and store brands, a development that could make it harder for brands to promote themselves in supermarket aisles.
What’s more, pop-ups create a new prong in experiential marketing that seems to appeal especially to millennials in search of the next great encounter with food that they can…