Concept stores offer a unique opportunity for building brand awareness. With no overheads to cover, the storeowner has complete flexibility in choosing what products to display and where to put them. A well chosen concept store will present the retailer with one or more different routes to promote their brand. Retailers can set up pop-up counters, feature occasional promotions, or even have store-within-a-store displays to give their brands a real foothold in the consumer psyche. This flexibility is important for small brands that don’t have the budget to invest in high end advertising campaigns, or the wherewithal to create a physical location to showcase their product or service.