It’s what you might call the ‘Heinekenisation’ of the high street.
Graham Soult
In 2018, we created the “Shop Chester-le-Street” brand to underpin our support and promotion for the town centre.
Graham Soult from CannyInsights.com has been interviewed by Ben Sillitoe for an Essential Retail article on “the rise of pop-up retail”.
Suggesting that pop-ups may also reflect consumers’ growing demand for interesting and memorable experiences on the high street, as well as a chance to trial new products and concepts, Graham argues:
“It’s what you might call the ‘Heinekenisation’ of the high street – harnessing the opportunities of the bricks-and-mortar environment to refresh the parts that shopping on smartphones and tablets can’t reach.”
