Pop Up shops are there to deliver a consistent, clear, distinct message about the brand. They are somewhat more about the advertising of the brand rather than the actual selling itself. They provide the consumer with a hands on experience enticing them to go to a real store. In these cases the shop would be developed by marketing and advertising departments to generate brand recognition.

Pop Up retail is so successful because it fits right in with the Entertainment, Experience and Surprise Economy. Exclusivity is guaranteed because of the limited lifespan giving more than just shopping to the consumer. More and more consumers are going online to make purchases creating the need for brands to be more innovative to draw people in.

Pop Up shops are an almost permanent fixture in the US, as companies feel much more confident giving out short term leases to brands. In New York some spaces have been created especially for these purposes, white painted warehouses with short term leases allow brands to develop a real in store experience in the empty space without having to stick with it permanently.

An experience in a Pop Up shop can re-engage consumers that may have become bored with a brand. They are a useful means for brands to test different products in different markets, because of their short term nature direct feedback is obtained.

Some are also used simply to sell off certain stock, obviously there will still be a certain amount of exclusivity but sometimes the sole purpose is to sell.

For example in 2006, Nike for just four days opened a Pop Up in Soho to sell 250 pairs of the 'Zoom LeBron IV NYC' basketball shoes. Named after the popular NBA All Star the special ed shoes were priced at $250 each.