Background: E-commerce retailing is the most rapidly growing shopping mode and has quickly gained a huge market share. The increased growth rate means that the competition among online based companies is growing. Therefore the challenge faced is how to be unique on an extremely competitive market and being able to reach customers in a jungle of information and communication. By identifying barriers and weaknesses in the existing online sales mode, new complementary tools might be found which can help online based companies to stay competitive, meet customers’ demands and deliver exclusive experiences.   Purpose: The purpose of this thesis is to describe the new phenomenon pop-up store and investigate if it could be a complementary tool for online based companies to help tackling limitations inherent in e-businesses.   Methodology: In this study we conducted seven interviews with people that have been working with pop-up store concepts in some way. Two of the interviewees were consultants, one was a specialist on pop-up stores and the rest were Marketing Managers of well known Swedish companies.       Conclusions: This study showed that the three most prominent limitations inherent with e-business (lack of human interaction, communication, capture of visitors’ attention) could be overcome with a pop-up store.   Proposals for future research: It would be interesting to further investigate, in connection to this study, how customers have perceived the concepts and if they think that a pop-up store could increase their knowledge about an online based company and enhance their willingness to purchase through the web

Denna studie ämnar till att undersöka och analysera pop-up butiker för att kunna bidra med en ökad kunskap kring detta nya fenomen. Vårt främsta syfte är att undersöka hur företagets behov av att skapa relationer och kundens önskningar om att få en upplevelse möts i kontexten av en pop-up. För att få en förståelse kring detta avser studien även att undersöka vilka bakomliggande motiv företag har för öppnandet av en pop-up butik. / This study aims to investigate and analyze pop-up stores in order to contribute to increased knowledge about this new phenomenon. Our main purpose is to investigate how the company's needs to create relationships and how customers wish to get an experience come together in the context of a pop-up. In order to gain an understanding of this, the study also involves investigating the underlying motives companies have for the opening of a pop-up shop.

The thesis deals with the creation of a real business plan for establishing a company offering a pop-up store service in the city center of Brno. The thesis is based on the theoretical background describing current forms of sales with focus on the main idea of the plan, creation of a business model, structure of a business plan, especially analytical-research methods, which are used in the following up analytical part of the thesis. The proposal part follows the results of the analyzes and describes the strategy of the start-up, its connection to the created business model, which is further elaborated into partial parts of the business plan.

It seems that online retail is erasing the presence of physical stores, referred to as the retail apocalypse. Consumers’ desire to experience brands is increasing whilst sensory experiences in the online retail environment are limited. It is increasingly important for brands to be attainable through physical interaction for consumers to stay loyal, a fundament for the experience economy. Therefore, the pop up phenomenon could be considered an approach to blur the line between physical and online stores. The aim of this research is to create an understanding of how the pop up phenomenon is experienced by phygital companies in Sweden, exploring their use of multisensory marketing through pop ups and the effect it has on the brand. A qualitative and exploratory approach with semi-structured and asynchronous interviews including nine managers from the pop up industry was conducted. The data collected was analysed through a thematic approach and compared to existing literature. From the findings, two pop up purposes were identified: (1) pop ups with a long-term marketing purpose to enhance the brand, and (2) pop ups with a short-term selling purpose. Further, the empirical findings of this study suggest that the usage of multisensory experiences was recurrently found to be done unintentionally by the firms, indicating a lack of knowledge of its impact on customer behaviour in the long-term. From combining literature and findings a model was created explaining how firms can use the pop up phenomenon to successfully enhance the company’s brand. This research provides insights of managers’ personal experiences of the phenomenon and explores how pop ups can be a useful tool for a company's brand.

Retail is changing. E-commerce is increasing its percentage of total sales while physical storesare closing. This affects how real estate companies work with retail spaces to minimizevacancies, and short-term leasing, also called pop-up stores, is one way to do so. Pop-ups haveexisted in different forms for a very long time. Seasonal stores and farmers markets are twoexamples. The modern-day pop-up, assessed and discussed in this study, is the one not alwaysused for sales purposes but also marketing purposes. This study aims to see how modern-daypop-ups can fill the void left by rapidly closing retail stores.The study was carried out by reviewing existing literature about pop-ups and how they work,followed by semi-structured interviews with real estate companies and consultants throughoutthe property industry. Emphasis was put on bottlenecks and problems with implementing shortterm leasing and how market platforms can aid real estate companies with this.The study shows that real estate companies and the industry as a whole are aware of the statusof traditional retail and that they have started to use short-term leasing to a greater extent thanbefore. The real estate companies were positive towards using short-term leases as a tool tominimize vacancies. However, it also shows some problems with implementing short-termleases from a real estate company's perspective. The main obstacles found during the studywere transparency issues regarding vacant spaces, how short-term leases can negatively affectproperty values, and the time-consuming aspect of signing short-term contracts. Concludingthat market platforms can solve certain problems regarding short-term leases, but others haveto be solved by the real estate industry itself. / Detaljhandeln genomgår en förändring. För varje år som går ökar e-handelns andelav detaljhandelns försäljning och antalet butiksvakanser blir allt större. Detta påverkar hurfastighetsbolag jobbar med sina butiksytor för att minimera det ökade antalet vakanser. Etttillvägagångssätt är att arbeta med korttidsuthyrningar, så kallade pop-up butiker. Pop-upbutiker har funnits väldigt länge och i olika former, så som säsongsbutiker och lanthandel. Denmoderna typen av pop-up butiker som kommer tas upp och diskuteras i denna uppsats är dockden som inte alltid är till för att maximera försäljning utan också för att använda imarknadsföringssyfte. Denna studie syftar till att undersöka hur moderna pop-up butiker kanhjälpa till att fylla det vakuum som lämnats av ett ökat antal vakanta butikslokaler.Uppsatsen skrevs genom en litteraturstudie av existerande litteratur om pop-up butiker samtsemistrukturerade intervjuer med fastighetsbolag och konsulter inom fastighetsbranschen. Härlades stor vikt vid de flaskhalsar och problem som uppstår i samband med implementering avkorttidsuthyrning samt hur marknadsplattformar kan hjälpa fastighetsägare att lösa dessa.Studien visade att fastighetsägare har börjat använda sig av korttidsuthyrningar i en störreutsträckning än tidigare. Fastighetsägarna var positiva till att använda sig av korttidsuthyrningarsom ett verktyg för att minska vakanser. Det visade sig också att det finns problem medimplementering av korttidsuthyrningar från ett fastighetsägarperspektiv. De största problemensom studien visade på var transparens av tomma lokaler, hur korttidsuthyrningar kan påverkafastighetsvärden negativt samt tidsåtgången för att skriva ett korttidskontrakt. Vissa problemkan lösas av marknadsplattformar för korttidsuthyrning medans andra behöver lösas avfastighetsbranschen i sin helhet.