Shopping Centers Today

NOV 2018

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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Page 17 of 63

18 S C T / N O V E M B E R 2 0 1 8 Who's popping up now S T O R E F R O N T S W H AT T H E T E N A N T S A R E U P TO P op-up retail spaces that serve as revenue generators for retailers and landlords alike are more relevant than ever, says Joe Purico, a 25-year veteran of the pop-up industry. Purico is president and general counsel of JBC & Associates, an Ohio- based rm that helps such tenants as Balsam Hill, Yankee Candle and Lumber Liquidators open temporary spaces at malls and in shopping centers across the U.S. Purifico spent 22 of his 25 years in this business with a chain called Halloween Adventure Stores, a U.S. pop-up pioneer. And his JBC business partner, Jim O'Neill, who formed JBC five years ago and is the company's CEO, was vice president of operations at Hickory Farms for 18 years. Hickory Farms opens as many as 700 kiosks at malls every year for the holidays. These days, says Purifico, pop- ups keep right on popping up. "The reason is twofold: because e-commerce is biting a chunk out of traditional retailers; and the malls and shopping centers are trying to reinvent themselves," he said. "To do that, they've got to bring in new concepts and do something to create more traffic." Balsam Hill, an online seller of holiday and home-decor items, consulted with JBC at ICSC's RECon in 2017 for guidance on creating a brick-and-mortar presence. "One goal was to open up a seasonal store and test it and make a profit with it," Purifico said. "But almost equally important was building brand awareness with the public, getting their products physically in front of people instead of just on the Internet." The physical element most surely remains important, Purifico argues. He recalls the grand opening of a Balsam Hill store in New Jersey, at which he observed a couple looking at a $2,500 Christmas tree. The couple said they had been looking at that same tree online for two years, but that they were not about to spend that much based only on a picture on some website. "Once they saw it [in physical reality]," he said, "they loved it and bought it." Such is the value of an omni-channel marketing strategy, says Purifico. "People are often familiar with a brand, but they have to be able to touch it and feel it, and that is really what this omni-channel concept is all about," he said. Another interested pop-up entrant is Glendale, Calif.–based ABCMouse. com Early Learning Academy, which bills itself as the largest preschool educator in the U.S. The enterprise sells annual and monthly subscriptions to some 7,500 online learning programs. Two years ago sat down with JBC to talk about opening carts at malls, and that consultation resulted in the openings of 25 kiosks, from California to Delaware. "It grew very successful, said HIO, A STORE OPERATED BY RETAIL VETERANS, HELPS RETAIL NEWBIES GET OFF THE GROUND 22 GERMAN DISCOUNT GROCERY CHAIN LIDL HAS TWEAKED ITS U.S. LOCATION STRATEGY AND STORE SIZE 26 Temporary spaces have long been popular incubators for fresh concepts, but established retailers use them too, for testing out new markets By Ben Johnson The traditional retailers are jumping into this now, because they need to keep pace with e-commerce; they need to experiment with these new products or new cities

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