They have been going on for a number of years now, but pop up shops have really come to life in this recession period. Their spontaneous nature and the attraction and excitement from that can make them a real success and give your brand some great exposure.
With Trendwatching.com has focused their August Trends around ‘Newism’, where consumers are lusting after ‘new’ products and experiences. They note how people’s desire to post interesting ‘Status Stories’ is ‘fuelling consumers’ never-ending lust for new experiences, especially acute in a world where so much of identity is expressed online.’
The Social-lite consumer wants to build their own brand online via their social networks and as a result want to be the first to know, and have their fingers on the pulse for new experiences. They will share, review, recommend and actively broadcast products and services to their friends and wider audiences.
Pop up shops can tap into this experience hunting consumer and can provide them with the ‘new’ they are continualy looking for.
The main areas to think about before starting your pop up shop are;
What are you going to sell – Will you use it to sell of remaining stock to make way for new items or are you launching a new range or testing out a new idea?
What is the concept and design of the store going to be – Will it be a rigid extension of your existing brand, or will you let it be flexible around it.
Find a concept from what you are selling and stick to you. Remeber to make your experience a one-off so be creative to attract attention and create a buzz. Play around with customising your clothes rails and mannequins. Importantly, have a budget and stick to it. After all, you want the shop to generate sales and additional income.
Check out our Pinterest Boards on Pop Up Shops & Visual Merchaniding for ideas & inspiration. You can view all our boards here.
Plan your Stock
Are you going to be there for long? Pop up shops can be there for a few days or a few months. Know your timeline and plan your inventory around that. Will you hold alot of stock there, or bring stock daily as and when you need it.
Choosing your location
Pop up shops usually open in vacant retail units that are between leases or completely vacant. Make sure the space meets all your needs, e.g. if you intend to sell chilled foods, does it have a refrigerator. The location is also critical to what you plan to do with your shop. Are you wanting to increase footfall, or are you wanting to catch a different area or target market? Choosing high footfall areas will increase awareness, or a side street unit will make for a more intimate, ‘secret’ experience.
Spreading the word
Social media can work wonders for pop up shops. Start generating the hype a few weeks before you open to get the anticipation building and get friends to tell their work colleagues etc. Some flyers and posters around town are also a great and fairly inexpensive way to get the word out and about. Facebook events and twitter accounts will help get the word out over the social networks.
Check it our Pop Up Shop Pinterest board for more ideas and inspiration!
Till Next Time!
Trendwatching.com Pop Up Retail
Trenadwatching.com ‘Newism’ Briefing
Trendwatching.com Social-Lite Briefing
Fox Business – Small Business Centre