How can you make sure modular retail stores attracts the right visitors?
Opening a pop-up store, whether at a retail park, event, sports stadium or town centre, can seem a spontaneous action to consumers. The planning process, however, is often anything but. Modular retail stores as temporary pop-up stores are ideal buildings to test new markets, take your brand on the road, increase your company’s exposure and sell merchandise. Secure and versatile in design, they can be utilised on a temporary or more permanent basis: think match-day stores at sport stadiums, on-event retail pods, retail park pop-ups or portable shops in town centres. But, no matter in which location nor for which purpose, in order to ensure their success it is critical to think about the visitors’ or fans’ experience.
Here are 10 pop-up retail planning techniques:
- Get the right look and feel. Your store is your shop window — your invitation to say “Hey, we’re here – come on in!”. It’s vital to make sure your objectives, including selling, marketing and corporate image, determine the look and feel of your shop. Choose branding, signage, posters and product displays which boost the image you wish to create
- Find the right location. Make sure the demographics of the area in which you’re proposing to set up your shop, fits in with the potential customers you’re targeting
- Small can be beautiful too. Temporary retail is all about having great ambitions, not necessarily big budgets. Deciding on a store that will suit your objectives can be challenging; all too often, people get carried away with the idea that size is better than focus
- Be imaginative. Experiment with lighting, sound, posters and signage. Design a great shopfront which will make a great first impression. Follow the same path as visitors around the store so you see what they see – both from a distance and up close
- Create a buzz. The key ingredient in any successful pop-up store is the buzz around it. You will need to make full use of a range of marketing activities to generate excitement and attract visitors to your store
- Stick to your budget. Furnishing modular retail stores does not have to mean spending big bucks. Look to see what’s already available and be clever with the interior
- Come prepared for WiFi Bring a portable router device that you can tether to ensure that you’re always connected and can process credit cards. Where possible, you can also use your phone or tablet as a mobile hotspot
- Beware giveaways. A lot of money is spent on promo gifts that don’t relate to the message or brand. These often end up on the floor or forgotten in a desk drawer. If you want to give gifts, choose relevant and memorable branded merchandise to market your business
- Pick the right people. Choose your team members for the store and its audience. Make sure your team remains active and friendly throughout and think about using someone to attract people to your shop. Some retailers entice visitors by appealing to their senses — we all like to hear, see, touch, taste and even smell things
- Review it. Modular retail stores can be used at events, as a short-term marketing experiment, or used regularly at different locations to shift excess stock from a warehouse. Whatever your goals, you must review progress and adjust your strategy accordingly