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Consumer Trends

Purposeful Pop-Up

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Most pop-up stores expose shoppers to a new brand or give them a chance to purchase for a limited time from a store that doesn’t have permanent digs nearby. Leave it to Kroger to come up with a pop-up store that has an undeniable purpose.

Last month the Cincinnati-based grocer set up a store in a tent at the Richmond (Va.) International Raceway, stocked with all the tailgate essentials one might think of: burgers and hotdogs, of course, as well as charcoal grills, Coca-Cola products, propane tanks, bagged ice, condiments, buns and bug spray.

The pop-up shop was not just for those who forgot the ketchup or who found themselves drawn to an impulse purchase; Kroger also made it possible for customers to place orders in advance of the event and pick up their tailgate supplies at the raceway.

The idea to open a supermarket pop-up at an event where tailgating is widespread is brilliant -- though the hot dog vendor probably didn’t roll out a welcome mat.