A pop-up shop is, in essence, a shop which is resident in an area for a limited period of time. The short-term, experimental and low cost qualities of a pop-up shop gives it the ideal platform for retailers to generate brand awareness and engage with customers. Pop-ups are also used to test out new locations, obtain consumer feedback and reach new audiences.
Pop-up shops give businesses more flexibility to trade where they want and when they want. They reduce the barriers for entry to new businesses, enable companies to test products and concepts, and are used to build a retail track record. All that with little financial exposure.
Inspired? Read on. Here are our top tips for making a pop-up shop work for you:
Top 10 tips for creating the perfect Pop-Up Shop
- Whilst deciding on the location, make sure you fully research the demographics of the area or event in which you’ll be setting up your shop. Getting to know who your potential customers are likely to be and preparing a marketing strategy according to this audience should be key in your planning stage.
- Ideally, to gain maximum footfall, when you look for the perfect pop-up location, try to make it coincide with a local or national event.
- Consider the brand mood both inside and out. Whether bold or mysterious, loud or intriguing, you’ll want to create a buzz and excitement that drives in passers-by.
- Capture the imagination of visitors with the fit out and visual merchandising of your shop. Add some striking displays and create a fascination around your most desirable products.
- Contemplate zoning your pop-up shop into specialist areas in order to give customers a clear destination for their needs.
- Before opening, train staff and teach them how to interact with the public in a way which is charming and engaging, without being intimidating or pushy. Make sure staff can relate to their audience by exhibiting a warm and personable vibe. This will invite people in, get them talking and, ultimately, leave them with a positive lasting impression.
- Equally important is printing off new marketing materials to direct visitors to your website and social media profiles. Pop-up shops can be key in building email databases and boosting social media followings. Whilst consumers may not be in a position to buy from you there and then, they should be able to look you up in the future and make purchases at a later date.
- Tap into seasonal campaigns, hold on-site competitions or run website promotions. These are great ways to collect leads, expand a client database and boost customer communication.
- Interact with other businesses and vendors in the vicinity to create a feel good factor among fellow retailers. Positioning yourself on the same level as the brands around you can, in the right area, send out a positive brand message.
- Lastly, learn from the experience. Record feedback, customer comments and staff observations. Work with the data collected to make improvements to your business and products for the future.
In conclusion, a pop-up shop can be a great marketing tool for established brands, online retailers as well as start-ups. By taking the time to consider the best way to make use of the opportunities available, they bring new openings and will most certainly help you reap the rewards.