The relationship between consumers and brands is becoming increasingly transactional, so how can businesses build more real, human connections with the consumers?
The retail strategist Melissa Gonzalez is responsible for a range of successful pop-ups for businesses such as Ariana Huffington, Marc Jacobs and J. Hillburn, and she has the answer.
In her book The Pop Up Paradigm: How Brands Build Human Connections in a Digital Age, she explains how the use of temporary retail can generate customer loyalty, test innovative concepts, understand new markets and so forth.
No matter if you are an online business considering moving into physical retail or an already established retail looking for online presence, the book can teach you the most important ways for your brand to benefit from a pop-up and so much more.
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