Banking on Instagrammable moments and first-party data, digitally native companies are testing pop-up stores from New York to Los Angeles in the hope of growing their brands and converting their online success into real-life traffic. “A lot of rationale about launching these physical spaces is not just about selling stuff,” explained Abbey Klaassen, president of… https://www.adweek.com/digital/how-ecommerce-companies-are-changing-the-definition-of-pop-up-shops-and-brick-and-mortar/