Following it’s rebrand in December 2012, Lend Lease’s pop up retail has witnessed an eight per cent increase in turnover as retailers recognise the benefits the offering provides.
Lend Lease’s retail business rebranded to pop up retail, from “casual mall leasing”, to better communicate the unlimited opportunities available to prospective clients.
Following its launch, retailers were able to secure prime pop up sites in front of major tenants, busy thoroughfares and shopping centre entrances. Affordability was also a key feature the rebrand highlighted.
Along with high visibility across Lend Lease’s Australian retail portfolio, pop up retail was positioned as an affordable, low risk option for retailers.
Lend Lease’s national new business manager for pop up retail, Sally Harding, says pop up retail has provided a unique platform to test new products, trial innovative concepts, create theatre and entertainment, and drive customer traffic to existing stores.
“Two years ago Lend Lease recognised that their approach to casual leasing needed to be refreshed and rebranded to remain competitive in the market and relevant to clients,” Harding said.
“As a result, a new business-to-business platform was developed to activate customer touch points and provide Sales Executives with the tools to connect effectively with local and national businesses, retailers, advertisers and household brands. Every month we’re seeing its popularity increase.”
Queensland-based digital photographic gallery, Sunshine Coast Scenery, trialed the concept at Sunshine Plaza and experienced a 70 per cent growth in sales from the business’ other stalls.
Sunshine Coast scenery owner, Brett McIntosh, said pop up retail was a fantastic platform to allow his business to grow.
“As a retailer you’re always looking at ways to boosts sales and create more awareness about your brand. Not only did my sales dramatically increase while operating my pop up store but the experience I had with Lend Lease’s pop up retail team was fantastic,” McIntosh said.
To further drive awareness of the pop up retail brand, a new digital platform was adopted to help connect with retailers.
EBooks containing geographic, demographic, and centre statistics as well as detailed site specific information were developed along with the option to create tailor custom packages for each retailer depending on their needs.
“As a business we strive to create the best places not only for our shoppers but also our clients and partners. Using the pop up retail platform we have an opportunity to offer an innovative approach to driving awareness of a product, service or idea. This is a very exciting time for our business,” he said.
Further information regarding pop up retail can be found at www.lendlease.com/popupretail or centre specific websites.