NEW YORK ( TheStreet) -- Pop-up stores are not a new phenomenon. These miniature stores have been widely adopted by national chains looking to pick up market share in an area in which one of their stores may not already exist, especially during the holiday season. But this year, pop-up stores are serving another purpose -- attracting shoppers to retailers' dot-com initiatives.
Wal-Mart (WMT) started its own pop-up experiment, opening two test stores in California malls designed to promote its Walmart.com brand. These stores, which are 1,000 and 3,000 square feet, carry a select mix of toys and consumer electronics. Shoppers sit down at stations to order and browse additional products from Walmart.com on tablets and laptops.
"These stores will allow customers to have one continuous experience and are a way to bring exposure to Walmart.com and see a different offering from the brand," said Lorenzo Lopez, spokesman at Wal-Mart.
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