Pop-up stores are, er, popping up like an epidemic in this inventive retail age and resourceful merchants do themselves a favour to learn the ropes behind erecting such temporary colonies for flogging their goods.
Herewith, a primer on how to open the water-testing tool that is a pop-up shop:
• Have a financial plan. Sure, a pop-up space is marvelous for the absence of long-term commitment that characterizes it, but you still need to know a few details about your costs and revenue expectations up front. Also, make sure you determine the best duration for your pop-up lease (ideally, it’ll include insurance and service charges).
• Choose a good spot. Your little enterprise’s stay might not be long, but it’s got to be good, so pick a promising location. Make sure the space — whether it’s a standalone building, in a church hall, inside of another store, or even a shipping container or tent — is in a high-traffic area with plenty of exposure. You also want to pick a spot whose character fits your brand and experience. If the space has hosted successful pop-ups in the past, so much the better. Ask around.
• Have a store plan. In addition to landing on a particular (and enticing) concept to draw customers into your temporary shop, you need a sensible floor plan that anticipates its ideal existence. Think about display units and efficient store fixtures and the pathways among them. Also consider lighting, in-store music and décor, always with the goal of creating an enduring impression among those who visit.
• Get the word out. Start publicizing your pop-up before it opens. Get creative here. Consider hosting a VIP blogger night, sponsoring a charity, hiring students to hand out flyers or inviting key influencers to opening day. Certainly social media needs lots of play in your pop-up marketing efforts. Maybe create a Facebook event or launch a Twitter account. Post plenty of photos and take pains to engage with your electronic visitors.