????走在任何一個大型商業(yè)區(qū)里，大家都會發(fā)現(xiàn)不少所謂的“快閃”店（亦稱作“品牌游擊店”）。有些是在線品牌試水實體經(jīng)營，有些則是大型零售商在試賣新產(chǎn)品?，F(xiàn)如今，“快閃”理念已經(jīng)成了大大小小的企業(yè)的一個重要工具。

????過去幾年，短期零售市場如雨后春筍般蓬勃發(fā)展，不僅在電子商務(wù)和實體商務(wù)之間架設(shè)了一座橋梁，而且讓很多品牌有機(jī)會只用很少的資金租用高端地產(chǎn)進(jìn)行短期零售。根據(jù)最近的一份專營零售報告顯示，自從2009以來，臨時零售行業(yè)的年增長率達(dá)到了16%，市值已達(dá)80億美元。亞馬遜（Amazon）和谷歌（Google）這樣的網(wǎng)絡(luò)巨頭紛紛在大商場里簽訂短期租約，展示自己的新產(chǎn)品。而全美連鎖的高檔百貨店諾德斯特龍（Nordstrom）也與網(wǎng)絡(luò)珠寶商BaubleBar和時尚品牌Top Shop合作，在自己的門店內(nèi)設(shè)置專柜。

????越來越多的企業(yè)正在意識到，“快閃”式的零售店不僅可以帶來更多的銷售額，同時也能讓品牌進(jìn)一步地了解顧客，了解品牌的演化過程，了解它會影響哪些人。下面謹(jǐn)為大家介紹企業(yè)可以從“快閃”式零售店獲益的五種方式：

1. 利用“快閃”店清倉甩貨、同時嘗試尋找新的收入流

????“快閃”店由于開設(shè)的時間有限，一般會給人造成一種緊迫感，所以往往會促進(jìn)銷量，而且經(jīng)常會轉(zhuǎn)化為更大額的采購。

????“快閃”店建筑師梅麗莎?岡薩雷斯說：“我們有些客戶開設(shè)了快閃店后，由于顧客可以在店里觸摸到、感覺到這個品牌的商品，所以他們購物車的規(guī)模擴(kuò)大了兩倍。”

????零售點系統(tǒng)服務(wù)商Vend公司北美總裁安頓?康米薩利斯指出，這種非正式的購物環(huán)境可能帶來更多的收入，或者讓商家以一種新的方式向消費者展示存貨。比如有一家商店想通過在街頭擺攤的方式清倉甩貨。但是如果店家開著一輛“快閃”貨車到城市的另一個區(qū)域去賣貨，那么這些衣服可能對于一群不同的消費者來說，就立即變成了新鮮款式。同時像Etsy這樣的網(wǎng)商也可以通過試水實體生意，來看看自己的產(chǎn)品在實體店是否一樣具有吸引力。

2. 測試新產(chǎn)品或新理念

????梅麗莎?岡薩雷斯自己就有一家專門承接“快閃”店業(yè)務(wù)的公司。她表示，如果要在有限的時間和地域內(nèi)孵化出一個點子的話，“快閃”店是一個非常好的平臺。它使商家可以在全面進(jìn)軍市場之前，先通過這個平臺向消費者展示自己的產(chǎn)品，獲取消費者的反饋和建議。像谷歌和諾德斯特龍等大企業(yè)如今都在利用“快閃”店試驗新產(chǎn)品或新理念。諾德斯特龍最近還在紐約新開了一家“快閃”店，銷售好萊塢女星薩拉?杰西卡?帕克代言的女鞋品牌SJP。

????小型零售商也可以利用“快閃”店或“快閃”售貨卡車去招攬更多的顧客。同時你也可以利用這個機(jī)會向顧客提供下次到本店顧物的特別折扣或者禮品卡，給顧客一個“快閃”店關(guān)閉之后繼續(xù)到你店里消費的理由。

3. 利用“快閃”店作為營造品牌認(rèn)知度的機(jī)會

????越來越多的公司正在把“快閃”店當(dāng)成提升品牌認(rèn)知度的一個營銷工具。通過向顧客提供激勵，促使顧客通過Twitter和Facebook等社交媒體分享自己的購物體驗，企業(yè)可以達(dá)到良好的品牌知名度。同時通過分析社交媒體數(shù)據(jù)，品牌的營銷團(tuán)隊還可以了解圍繞這個品牌的口碑，為以后尋找新的宣傳點。另外，一個短期的實體店還能讓消費者有機(jī)會了解他們的線上商店，為他們在當(dāng)?shù)貛頍o法通過其它途徑獲得的客流量。

????科技型企業(yè)還可以通過“快閃”店讓顧客了解到自己產(chǎn)品的獨特之處。

????Walk through any major shopping district, and you're likely to stumble upon a number of pop-up shops. From online brands testing the waters for a physical presence to major retailers testing out new products, the pop-up concept has become a major tool for businesses regardless of size.

????The short-term retail market has exploded over the past few years, bridging the gap between e-commerce and brick-and-mortar stores and enabling brands a chance at premium real estate at a fraction of the cost. In fact, temporary retail continues to thrive as an $8 billion industry that's grown 16% annually since 2009, according to a recent Specialty Retail Report. Major online brands like Amazon (AMZN) and Google (GOOG) have experimented with short-term leases to showcase new products while national retailer Nordstrom has collaborated with online jewelry marketplace BaubleBar and fashion brand Top Shop to set up within the department store.

????More and more companies are realizing a pop-up is not only a chance to generate more sales but also to learn more about customers and how a brand translates and who it influences. To illustrate, here's a look at five ways how a business can benefit from a soon-to-be permanent model in the retail industry:

1. Offload inventory and test out a new revenue stream

????Pop-up shops inherently evoke a sense of urgency with "limited time" offers, which helps boost sales and often converts to larger purchases.

????"We have had clients that have seen their cart size grow two times when their online customer walks into a space where they can touch and feel the brand," says pop-up architect Melissa Gonzalez.

????The informal, spontaneous setting might generate more revenue or allow a store to feature inventory in a fresh way, says Anton Commissaris, the North American president for point of systems service Vend. For example, let's say a running store is trying to move old inventory through the use of sidewalk racks. If the storeowner instead uses a pop-up truck and drives to a different part of town, the clothing becomes instantly new to a different group of consumers. Meanwhile online companies like Etsy can test the brick-and-mortar business to see if their merchandise attracts foot traffic in the same way it can digitally.

2. Test out new products or experiment with new concepts

????Pop-up shops are a great way to incubate an idea in a confined timeframe and isolated scope, adds Gonzalez, who owns a pop-up specialty firm. Demonstrating new products enables a business to collect customer feedback and suggestions before fully going to market. Existing brands like Google or Nordstrom (JWN), which more recently launched a New York pop-up to promote Sarah Jessica Parker's new shoe line SJP, are also leveraging pop-up shops to experiment with new collections or concepts.

????Smaller retailers can also use pop-up shops or trucks as an opportunity to reach and retain more customers. Use it as a chance to hand out an exclusive discount or gift card to spend at the larger store or online, giving consumers a reason to return after the pop-up closes.

3. Use it as a marketing opportunity to create brand awareness

????More companies are using pop-ups as a marketing tool for brand extension. By incorporating incentives for customers to share their experience on social media channels like Twitter and Facebook, companies can create a larger organic buzz about their brand. By analyzing social media chatter, a marketing team could examine word sentiment around their brand and look for new potential influences for future campaigns. A temporary physical setup also gives online brands a chance to make consumers aware of their online store, attracting local foot traffic they may not have otherwise had.

????Technology-driven companies can also use a temporary space as a way to educate customers on what makes their product unique to the market.