Myer goes small to woo new customers
With shops now opening daily, the retailer has leased small spaces across the country to sell small gifts.
Pop-up stores have recently become entrenched in the retail landscape, with property agents tipping demand will keep rising.
Myer is selling a range of Christmas gifts from pop-up shops at Southern Cross Railway Station in Melbourne and five other shops in centres at Doncaster, Fountain Gate, Bondi Junction, Parramatta and Carindale.
Products for sale in the pop-up shops include Myer gift cards, a selection of fragrances and cosmetics and other gift ideas. The pop-up shop in the Melbourne CBD also features iPads to enable customers to browse Myer's online range and have purchases delivered.
A Myer spokeswoman said the trial was an opportunity to provide existing customers with a convenient and quick way to shop, as well as capturing new customers.
The goal is to reuse the shops for future events or to launch new merchandise.
The director of retail leasing at Knight Frank, Alex Alamsyah, has recently secured a number of pop-up leases and said he expected more to open across all capital cities.
Meanwhile, the head of retail services at CBRE, Josh Loudoun, says retail rental growth in Sydney is expected to moderate in the coming months. In a report on retail trends, Mr Loudoun said Sydney retailers were manoeuvring to relocate to prime shop fronts on high streets.
"The rate at which retailers were signing leasing deals remained slow as retailers remain cautious. International groups expressed a strong interest in prime CBD locations in Melbourne, where its high streets performed well having been dominated by cafes and restaurants," the report said.
"Brisbane also witnessed a recovery in occupier confidence in the aftermath of the 2011 floods, as completion of the Wintergarden refurbishment has attracted a strong mix of high-profile national and international retailers."
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Myer has leased small pop-up spaces across the country, opening daily in the lead-up to Christmas to sell small gifts. The retailer describes the initiative as a trial to give customers a quick, convenient shopping option and to capture new shoppers.
Myer is running pop-up shops at Southern Cross Railway Station in Melbourne and in five shopping centres: Doncaster, Fountain Gate, Bondi Junction, Parramatta and Carindale.
Products include Myer gift cards, a selection of fragrances and cosmetics, and other gift ideas. The Melbourne CBD pop-up also features iPads so customers can browse Myer’s online range and arrange delivery of purchases.
A Myer spokeswoman said the trial aims to provide existing customers with a convenient, quick way to shop while also attracting new customers. The company also plans to reuse the pop-up spaces for future events or to launch new merchandise.
Property agents say pop-up stores have become entrenched in the retail landscape and expect demand to keep rising. Alex Alamsyah, director of retail leasing at Knight Frank, has secured a number of pop-up leases and expects more to open across all capital cities.
CBRE's head of retail services, Josh Loudoun, says retail rental growth in Sydney is expected to moderate and that retailers are manoeuvring to relocate to prime high-street shop fronts. At the same time, international groups have shown strong interest in prime CBD locations in Melbourne, where high streets have performed well.
The article notes a recovery in occupier confidence in Brisbane following the 2011 floods. Completion of the Wintergarden refurbishment has attracted a strong mix of high-profile national and international retailers.
Myer's pop-up trial highlights a push to blend convenience with online browsing and to test flexible retail formats. For investors, the trends in the article point to cautious leasing activity overall, moderating rental growth in some markets (like Sydney), rising interest in prime CBD locations (especially Melbourne), and continued demand for flexible retail options such as pop-ups.
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