Amazon is poised to learn a lot about physical retail with a series of global pop-ups at the holidays.
In the past decade or so, chain stores, brands and, especially, e-commerce companies have turned to pop-up retail to test new products and ideas. E-retailers can provide shoppers with a rare opportunity to touch and feel their goods, and for a company like Amazon with clear brick-and-mortar ambitions, the investment and planning required by pop-ups are worth it, considering that a pop-up is a short-term buy-in (compared to a traditional store) that yields a lot of data.
