Panasonic opens pop-up in New York City

Panasonic announced the opening of a pop-up store in New York City to help consumers with holiday gift giving. The Union Square location will feature products from home, adventure, imaging, entertainment, and beauty and run through Nov. 25.

"Over the past year, we have been undergoing a transformation that involves an even greater focus on our consumers and what they want from our products," said Julie Bauer, president of Panasonic.  "Our New York pop-up store gives us an opportunity to interact directly with customers as they make their holiday gift-giving decisions and let them get hands-on with our wide range of innovative products so they can see first-hand how many ways Panasonic can enhance their lives."

The pop-up is the latest in a series of alternative showrooming programs. Panasonic has created unique environments for consumers to interact with products. Most recently the brand launched a program with Lifetime Fitness Center, the New York Jets and Spartan Race, so that consumers could text out products that can enhance their experiences at these events and venues. 

For example, the Lifetime Fitness program provides their members with products in their facilities including hairstyling tools in ladies locker rooms, and headphone and massage chairs in member lounges.

"That level of connection with our consumers is invaluable and we are focused on creating more and more of these opportunities moving forward," said Bauer.

Panasonic is among a slew of brands opening retail pop-ups to gain holiday shopping traffic. Earlier this week, Crest & Co. announced it will open its first physical store in Manhattan, which will run through New Year's Eve. Eddie Bauer's holiday pop-up in New York City includes a Twitter-activated vending machine. Even retail giants Target (NYSE:TGT) and Amazon (NASDAQ:AMZN) recently announced that they would open pop-up shops.

For more:
-See this Panasonic press release

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