The temporary Nutella store in Hong Kong's Pacific Place mall was created in response to the region's declining retail sales over the past several months.
Instead of committing to permanent and expensive retail locations, brands are instead seeking to create temporary pop-ups in order to seek out consumer interests, improve brand perception and interact with consumers in a more personal way. The Nutella pop-up is just one example of this, and its successes were due to the personalization the brand added to the space. The pop-up space gave customers personal jar labels with their names on them, and with the popularity of the store came over 17,000 unit sales in just a few weeks.
Hong King's Nutella Store provides evidence of the benefits of creating a temporary retail space rather than taking a more permanent route.
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