The physical retail world is slowly recovering from the pandemic, but the effects of COVID-19 has made it significantly harder for new retailers to start business. It’s a big reason why pop up shops are – for the lack of a better term – popping up more than ever.
Pop up stores are a great way for online retailers to drive more brand awareness and sales. Their temporary nature encourages urgency and is a cost–effective and low-risk way to establish a retail presence.
But how do you set one up? What goes into making a successful pop up shop? Let’s find out!
So you’re thinking of opening up a pop shop?
What is a pop up shop? Why do one?
Pop up shops are temporary brick-and-mortar shops used to promote and sell products. They give online brands an opportunity to directly engage with their customers. Pop up stores can create a shopping experience like no other and the scope of this experience is only limited by your creativity and willingness to invest.
Pop up shops have many benefits which make them a popular business choice:
- Cost-effective: the cost of opening a temporary store is dependent on a lot of factors such as location, size and length of rent. However, you’ll find that they are still a very cost-effective means of selling your products. Costs can range from as little as $1000 – $100000.
- Low-risk: because pop up stores are temporary, they carry little risk to your business. They do not require long-term commitment both in regards to renting, inventory and marketing, yet can generate great results for your retail business.
- Market testing: not sure if a certain geographic location or target audience is right for your business? Or maybe you want to test the popularity of a potential new product line? A pop up shop can give you insight like no other.
- Brand awareness: a pop up shop can generate large amounts of buzz and hype for your business and the products you offer – when done right. Nailing a great location and marketing your store properly can create great brand awareness.
- Drive sales: pop up shops are able to drive sales because of their temporary nature. Scarcity, urgency and fear of missing out (FOMO, “you must not miss out!”) are all proven sales tactics which pop up stores do well, helping you make a lot of sales in a limited amount of time.
How to set up a successful pop up shop
Shopping centres are popular spots for a pop up store
Choose a spot
The first step to setting up a pop up shop is to choose your spot or your event space. Here a few examples of the different types of spots you can pick:
- Storefront: A storefront is basically an empty retail space, whether it’s on a street or a plaza. Simply move in and customise to fit your brand.
- Shopping centre storefront: Specifically referring to in line stores, or kiosks inside a shopping centre, these types of storefronts cost more money in exchange for ideal location and more foot traffic.
- Pop-ins: Pop-ins are a ‘shop within a shop’. Your brand can piggyback off their existing foot traffic and customer base.
- Mobile: Mobile stores require extra planning and costs but grant you a larger reach. Hiring a vehicle to move around different locations also lets you do more market testing to find a suitable permanent location.
Choose a geographical location
With your pop-up spot figured out, it’s time for you to decide on a location. Location is the most important decision and can make or break the success of your pop up shop.
But how do you pick a location?
Consider thinking about your product offering and the audience you want engaging with your brand. Selling streetwear? Setting up in a heavily populated urban area might be a good idea. In the same vein, if you’re selling boogie boards, it makes sense to choose a beachside location.
Also keep in mind any competitors nearby and the amount of foot traffic in a potential location. Visiting the area multiple times beforehand can give you ideas of the amount of people in a single area.
How will you use the exterior of your pop up?
Figure out your shop exterior and interior
Next step is to figure out both the exterior and interior of your shop.
- Signage: customers need to be able to find your shop. Check to see if your chosen spot has existing space for your own branded signage or if you need to create your own.
- Exterior cleanliness: the interior of your space will most likely be already clean but it’s worth the time to check the outside of your shop and ensure it’s also as clean.
Does your pop up store need ample walking space?
- Square footage: do you want customers to walk in-store and browse around? If so, you may want to make sure your shop has enough space to accommodate them.
- Internet access: Internet is critical to run your transaction and point-of-sale software, so ensure that there is access to the Internet whether it be WiFi or Ethernet connectivity.
- Additional considerations: other things to think about is inventory storage space, speaker systems, display cases and lighting.
Booking and finalising your spot
The final step is setting up your pop up shop is booking the space out! Here are some things to keep in mind when doing this:
- Rent & Deposits: is the cost of renting out the space within your budget? What sort of additional amenities or features are included? Are there any deposits that need to be made upfront?
- Layout & Modifications: are you happy with the layout of the store? Does it accommodate all your pop up shop goals? To what extent are you able to make changes and modifications to the space?
- Liability, Permits & Insurance: who is liable for damages? Will you need any specific permits, licences or insurance cover?
Generate interest by hyping up your store on social media
How to market your pop up shop
You don’t have your pop up forever so it’s critical that you attract as much attention as possible! Here’s how:
Let people know you’re opening up a store with the power of social media! Paid ads on platforms such as Instagram, and TikTok can create hype for the upcoming opening of your store. Take it a step further by undertaking Influencer marketing to reach even more people.
Encourage shoppers to take photos and share on social media
During the pop-up
Make use of your store’s traffic by creating user-generated content for your social media profiles. Exchange freebies such as stickers for people to upload a photo of your store or using a specific hashtag. This tactic has proved to work. When others see that your people are shopping at your store, they will want to do the same!
After your pop-up
Don’t let the fun and excitement of your pop-up store die out once it’s over. Use email marketing to stay in contact with customers who have purchased from your pop up shop – you might just be able to turn them into regular buyers!
Need help marketing your next pop up shop?
This article will have shown you how to set up your next pop up shop. With a bit of planning, you can create an exciting space where you’ll be able to generate tons of brand awareness, drive sales and connect with your customers!
If you need help marketing your pop up shop, talk to us at ZipZipe! Our team can help you create a winning pop up store strategy and manage your social media profile to create as much attention for your pop up shop. Talk to us today!