For emerging brands trying to gain exposure, the traditional path to shelf space can be tough. But pop-up activations inside larger retailers are giving small players a new foothold. These limited-time activations offer a way to test products, build awareness and drive discovery—all without the long lead times and logistics of permanent shelf space. For retailers, they offer a low-risk way to introduce freshness, build local relevance and keep the store experience dynamic.
The Evolution of Pop-Up Formats
The format has evolved. What started as mall kiosks or sidewalk setups has moved into grocery stores, big box retailers and specialty shops. Brands like IKEA, Glossier and Gymshark have used in-store pop-ups to reach new audiences inside a trusted retail footprint. According to xNomad, the most effective pop-up formats are easy to install, visually distinct and suited to high-traffic areas. Some function as shop-in-shops. Others are small footprint displays built to flex in and out.
Grocers are especially well-positioned for this kind of in-store innovation. Their stores see consistent foot traffic and operate on short replenishment cycles. With the right fixtures, grocers can feature a rotating mix of new brands in center store, end caps or freezer sections. A salsa company could run a two-week activation near tortilla chips. A plant-based brand could take over a freezer end cap display for a limited-time trial. These activations create real value for the brand and offer customers a path to new product discovery.
The Role of Flexible Merchandising
But to make these pop-ups work, retailers need flexible merchandising systems that can support quick changes without disrupting store operations. That’s where ShelfHero can help. It’s an on-shelf merchandising solution designed for freezer aisles, where space is limited and visibility matters. ShelfHero installs easily without tools, adapts to a wide range of product sizes and boosts visibility where it counts.
When a small brand rotates in for a pop-up placement, there’s no need for a complete planogram reset. ShelfHero allows teams to reposition facings, highlight products and refresh the aisle quickly. Each partition can be quickly and easily adjusted to accommodate various packaging sizes and styles. That agility is what makes pop-up merchandising scalable. It keeps stores organized while making space for something new.
Business Impact Beyond the Pop-Up
These activations also support broader business goals. Retailers can build local partnerships, feature sustainable products or test new categories, all without overcommitting shelf space. For brands, it’s a chance to get in front of real shoppers in a high-volume environment, without the pressure of a full rollout.
Pop-ups might be temporary by design, but they offer long-term value. With the right systems in place, retailers can create a store environment that’s flexible, responsive and built for discovery. Browse our retail store fixtures that are as flexible as they are convenient for both store staff and shoppers.