A couple of weeks ago, Sennheiser announced it will be opening a couple of pop-up stores for this years holiday season (November 22nd to December 28th), one in New York and one in San Francisco. The press release
waxes poetic about the store designs and current Momentum and Urbanite marketing efforts, but it all just seems a little odd to me. I mean, how much of an impact can Sennheiser really make with two stores open for only one month? I decided to get in touch with Stefanie Reichert, a key strategic marketing executive with Sennheiser, for a deeper look at how these stores fit into their overall strategies. A very interesting and illuminating conversation ensued.