What: Neiman Marcus sets its sight on pop-ups and takes the concept to new, immersive, and experiential heights designed to have customers back in-store again.

Why is it important: The group has hosted over ten pop-up retail experiences across all 37 stores, including exclusive collaborations attracting the public back. The mix of curation, exclusivity, and heightened experiences adds to "retailtainment."

The most recent collaboration was held at the Los Angeles store, where the Neiman Marcus Beverly Hills team met rapper, producer, and entrepreneur Tyler the Creator at their Golf le Fleur* event and began to discuss a partnership. The pop-up offered signature suitcase bags along with a fragrance and a three-bottle nail polish set that had a 100 percent sell-through. On day two, Tyler the Creator was on hand to greet fans which added to the immersive experience.

The most important focus is always going to be the unique relationships with customers – whether it be in-store, online, or through digital selling. Thus, building and deepening the customer relationship through experience, service, and product is a top goal.

The next few months will bring more pop-ups with "well-known European luxury houses." The activations may draw customers into the store, but the fresh mix will certainly catch their eyes they hope their wallets too.

Neiman Marcus focuses on pop-ups