Popping up in unexpected places overnight, temporary retail locations aim to dazzle shoppers with engaging visuals and alluring merchandise displays. They take over vacant storefronts, unfold from nondescript boxes or appear in the form of tents and igloos, giving shoppers an unexpected look at goods from big-name brands and small designers alike. Over the past couple of years pop-up shops have stood out to shoppers and passerby’s based upon their ingenuity, making it nearly impossible to pass without taking a peek. But why would a retailer want to open up shop only to go out of business in a few days, so to speak?

First, an explanation. Pop-ups are businesses like restaurants, bars, clubs and shops that spring up in unexpected locations, stir up a storm, and disappear just as quickly. They are a reflection of the high-speed, short attention span that has become an intrinsic part of contemporary shopper behavior and allow brands and retailers to test out new waters with a relatively low risk.

A lot a has been said and written about the pop-up retail model, but there are three big reasons why pop-up retail is the best solution for retailers and brands struggling to establish new customers, revive dying brands or cut corners as far as finance and tiding over tough times.

So what are the big three reasons?  You’ll have to join POPAI on January 30 in Miami, FL at MarketSmart 2012 to find out and join the discussion about this new retail phenomenon.