The news: Quince is the latest retailer using brick-and-mortar activations to drive furniture and home goods sales.

The retailer held its first furniture pop-up in Los Angeles in late May inside the Sunset Tower Hotel, showcasing larger items like sofas and outdoor furniture alongside accessories like bedding, glassware, and scented candles. The hotel setting allowed shoppers to experience the products in a home-like atmosphere, rather than a more sterile showroom or retail environment.

Why it matters: Physical touchpoints are particularly important for a category that generates nearly two-thirds of sales from brick-and-mortar retail and includes some of the most expensive—and most used—purchases consumers make.

But the benefits also extend to ecommerce sales: Pop-ups like the one hosted by Quince can introduce consumers to companies’ broader product assortments while offering a valuable opportunity to touch and try big-ticket items in person. They can also act as a stepping stone into new markets without the commitment of opening a permanent location.

Stores can also drive brand awareness among consumers who never step inside. For example, Wayfair noted that sales in Illinois grew 15% faster than the US overall in the roughly seven months following the opening of its first store near Chicago.

Implications for retailers: AR can help shoppers visualize products, but it has limitations. The majority of furniture and home goods shoppers—62.9%—discover brands and products in store, according to a June EMARKETER survey, underlining the importance of the brick-and-mortar experience to the category.

That doesn’t mean furniture and home goods retailers need to vastly expand their store network. Pop-ups can offer many of the benefits of permanent stores without the expense. Retailers should also consider strategic partnerships, like the one between Best Buy and Ikea, that can extend their physical footprint without straining resources.