Pop up shops may be short-lived, but they still require a bit of planning if you’d like to make the most of it. Thankfully, it has never been easier to launch a temporary shop than it is today and there are a lot of big brands that do it. By following their lead, you can use tried-and- true steps to help make the venture more successful. Whether you’re looking for a zany twist on your brand, like Cadbury’s has done, or want to put your luxury brand in the hands of new consumers with a sense of subdued refinement as OnePlus does, these five considerations are universal.
1. How will you market the pop up shop?
Limited availability is your biggest ally when you launch a temporary store, and this is something you’ll want to play up big on all your marketing materials. Customers react strongly to knowing a store will only be there for a short period of time or that it will only have a small number of a specific item. On top of choosing how you’ll present your venue to consumers, you’ll also need to consider how you’ll get the word out. You may want to make use of:
● Social Media
● Your Website
● Press Releases
● Ads (Print and Digital)
2. How will you draw in foot traffic?
When we spoke with John McCullough of Bang & Olufsen, he said one of the keys to success was making sure that people on the street could hear the music inside. This, alone, encouraged shoppers to step off the street and experience their product line, including some who had never seen BO goods before. Not every store can make use of the same tactic, but signage and window displays can go a long way, too. In advance of opening, you can also visit other local merchants, businesses, and restaurants, perhaps with a special offer or incentive to visit. Not only does this generate excitement within the local business community, but they’re sure to spread the word as well.
3. How will you integrate your existing venues and database?
Amazon is king when it comes to integration. Though their stores have very limited stock, customers can place an order in the store, just as they would at home. Even if you run a small outfit, it’s still a good idea to incorporate your existing customer database and loyalty programs,so that your customers can have the same experience, no matter how they choose to support your business.
4. How will you track the success of your pop up shop?
Before you begin, you’ll need to set some measurable goals. Don’t enter into it hoping for sales. Do the research. Establish a certain amount of money you expect to earn on a daily basis and calculate how many items or tickets you’ll need to fulfill to reach it. Bear in mind, your goals can have absolutely nothing to do with money. You can aim to direct people to your website, to sign up for your mailing list, or simply set a target number of people you want to set foot through your doors.
5. How will you follow up with customers after they leave your pop up shop?
Your store may be temporary, but your business likely isn’t. It’s important to find a way to keep in contact with your new customers after your shop closes. Be sure to include other ways to reach your business on bags and receipts. It’s also a good idea to encourage people to sign up for an email list or a catalogue mailing list while they’re there. If you offer them some kind of incentive for sharing their info, you’ll get more signups.
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