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Things to consider for your Pop Up Store
1. Know Your Why
Whilst every retailer will have a different“Why”, it is important to understand your exact goals before you plan the launch of the store. Setting these business objectives should be your prime focus, as everything else will fall into place once you are clear on what you are going to achieve.
If it is a one off short seasonal location, the main research will be on your stock and stock levels, but if you own a range of other stores, or even a solely focused online business, then your reason will differ.
Once you identify your objective you can then focus on maximising the stores potential, whether that’s to promote your product range or turn a healthy profit.
2. Location Is Key
This can be your unique stamp on your brand promotion, so think it through. Once the decision to move forward has been made, your most important next step is to decide on the Pop Up location, taking the following aspects into consideration:
a) Don’t rush your decision, there are plenty of location options out there:
i) Don’t only rush into vacant shop space
ii) Potentially partner with an existing business
iii) Or be creative, setting up a street stall with a “Cool” technology or aesthetic surround that gets huge attention
b) Examine the demographics of the area
c) Is there competition? Or even better, a group of similar businesses that naturally draw a core customer
e) And decide how far is your customer reach
f) Aim for high footfall areas with an ongoing steady flow of potential customers
Once you identify your objective you can then focus on maximising the stores potential, whether that’s to promote your product range or turn a healthy profit.
3. Store Of The Future
One very important factor in setting up your store is making sure you improve on the space provided to you. You do not have to completely refurbish the area, but certainly add your personal touch. It is also your blank canvas on setting up your “Store of the Future”. Don’t be afraid to test new technologies, new ideas, or even completely “Out of the box” concepts. Some cool technologies for you to consider might be:
a) iBeacons: Get messages directly to customers as they pass by
b) NFC (Near Field Communication): Use the power of Smartphones to really engage your customer
c) RFID (Radio Frequency Technology): Make the space Interactive, there is nothing more special than a true “Interactive” experience
d) Interactive Screens: Greet your customers with personalised messages and responses
e) Interactive Mirrors: The very clever integration of all of the above into Intelligent Interactive Mirrors that not only act as personal shoppers, but also offer Smartphone interaction and act as Wifi hub-spots for consumer interaction and power iPads in the shop for POS.
Once you identify your objective you can then focus on maximising the stores potential, whether that’s to promote your product range or turn a healthy profit.
4. Season Focus
The fantastic thing about launching your Pop Up Store is that you can change the focus as often as you like, especially from season to season. This focus will allow you to keep your brand fresh and vibrant. It also allows you to be flexible and adaptable to change, especially in the fast changing World of Retail.
Once you identify your objective you can then focus on maximising the stores potential, whether that’s to promote your product range or turn a healthy profit.
5. Specialised Events
Similar to your planning for a specific season, you can also design your Pop Up around events.
a) Sports
With so many different sporting events scheduled for every week of the year, it is great to have your Pop Up flexible enough to focus on each of these occasions. Capturing the essence of an event is hard to do in a normal bricks and mortar, or even on-line eCommerce basis, whereas a Pop Up can be flexible and dynamic
b) Sailing
The location of most of these events often means that there are few, if any, stores locally to service this captured audience. Your portable Pop Up can overcome this easily.
c) Concerts
Whereas no-one wants to walk around a concert or music festival with a shopping bag, forward thinking fashion retailers are offering “Try And Buy” solutions. By simply having every size of the range you are selling, you can then easily take payment and ensure the garments are delivered home for them.
d) Wedding Fairs
Every weekend, another location. No problem, get your Pop Up to be easily moved from location to location, but aesthetic enough to encourage real interaction and customer dialogue.
e) College Campus
What better way to capture an audience, bring your product directly to your market and capture the imagination and excitement of your customer.
6. Bricks To Clicks (Or even Click to Bricks)
The store should drive customer interaction and sales by not only selling what is in the Pop Up, but should help bring the traditional Bricks & Mortar store to its online platform.
Or as a very popular alternative, eCommerce retailers can get “Face to Face” with their customers. This not only allows their customers to touch, feel and try on clothes, but takes away the impersonal feel to the shopping experience. This building of personal relationships strengthens the potentially fickle bond between retailer and consumer.
7. Develop Your Retail Customer Base
Often as a traditional bricks and mortar store you feel you are not getting out into the community enough. Use your Pop Up to drive customers back to your store. Don’t wait on customers to find you, go out there and find them.