The Pop Up Paradigm: How Brands Build Human Connections in a Digital Age - Paperback

by Melissa Gonzalez (Author)

New Extended and Revised Version!

In a world where the relationship between brands and consumers is becoming more and more transactional, how can businesses build real, human connections with their customers?

Melissa Gonzalez, the retail strategist responsible for dozens of successful pop-ups from companies like Amazon, Marc Jacobs, Estee Lauder and J.Hilburn, has the answer. In her groundbreaking new book, she explains how companies can use temporary retail to generate customer loyalty, understand new markets, test innovative concepts, and much more.

Whether you're a business with an online presence considering a move into physical retail, or an established retail brand looking to create some buzz, The Pop-Up Paradigm will teach you:

• The 7 most important ways that your brand can benefit from a pop-up
• Why educating and empowering your customer is often the best type of marketing
• Where retail is going via the exploration of the retail tech landscape (including Augmented Reality, Virtual Reality, Artificial Intelligence and the Internet of Things case studies, and how to make sure you're ahead of the curve
• The most important things to consider when launching a pop-up

The Pop-Up Paradigm is the definitive guide to the important new role that pop-ups are playing in retail, and the perfect companion when deciding whether or not they make sense for your business.

Author Biography

Melissa Gonzalez is the founder of the Lion'esque Group, a firm of pop-up architects(TM) who have produced over 100 pop-up retail experiences across the U.S. (in New York City, Los Angeles, Austin, Puerto Rico and the Hamptons and beyond). Her clients include major retail brands like Marc Jacobs, Penguin Random House, Raden and J.Hilburn. In 2015 she was awarded Innovator of the Year for Pop-Up Retail by Retail Touchpoints and in 2014, her work was honored with the CLIO Image Award for experiential engagement, and was a finalist for the New York Design Award for marketing and branded experiences. Melissa is also a co-founder of THE MARKET at the Roger Smith Hotel, and an advisor to the innovative start-up Fotofwd. Gonzalez is a regular contributor to the New Daily Daily News, ABC LA Radio and is an active guest blogger on pop-up and immersive retail strategies and presents at conferences across the country. She has also been awarded the Wall Street Journal's Donor of the Day, one the top 20 Most Inspiring People in New York City and one of the Top 100 Young CEO's- via Our Time's White House Initiative. Follow her online @melsstyles.