Within the retail sector, pop-up events are becoming increasingly popular, with a variety of businesses contributing to their success, from small start-ups to nationwide big brands. The business of pop-up events is estimated to be worth around £2.3 billion a year and creates a significant number of jobs, despite the limited time that individual retail events actually take place.
As we move into the festive season, and as businesses begin to recover from COVID-19 challenges, pop-ups are increasing their frequency. Their limited-time appearance, which capitalises on shoppers’ fear of missing out, coupled with the seasonal spend between Black Friday and the New Year, makes Christmas time the ideal period for special events.
If you’re looking to organise your first retail pop-up or would like to learn more about how to host a successful event, then read on, because we’ve put together essential advice based upon our own industry experience, as well as that from the businesses we have supported.
Advertise and Generate Buzz
Part of hosting a pop-up shop event is the excitement that surrounds it. Not only will your business’ presence on the high street be intriguing but the build-up to your appearance too. The consideration that is given to such pre-event advertising ensures that customers are aware of your event and will attend.
Online and social media advertising can be effective, however, on-site marketing is typically more reliable, reaching those who are active within the immediate area. To achieve this effectively, consider setting up sign fittings, branding, and displays ahead of the event, allowing you to advertise essential information.
Be Flexible
Planning for a pop-up shop means planning for a wide range of possibilities. Your business will be entering a new space and welcoming new customers. These circumstances mean that, more often than not, surprises may occur. This can be anything from poor weather conditions to such extreme popularity that you need to accommodate large queues, as the Pokemon pop-up famously experienced in London.
A great way to manage any challenges that occur is with modular retail furniture, such as slatwall panels and adjustable shelving. These versatile options allow for furniture and stock to be managed and adjusted easily, turning your store into a more flexible venue. So, when an issue does occur, such as high levels of customer traffic, your staff are ready and able to accommodate.
Bring Your Brand
Your business may only be hosting an event for a few days or weeks, but the potential impression it makes can last much longer. It is important to remember that, with each event, you are showcasing your brand’s value.
Each detail of your pop-up shop, from window displays to checkout area, should echo the value of your brand, creating a lasting impression for those that attend the event. To support your brand, the Crown Display team offer our catalogue of high-quality and bespoke retail equipment for hire.
Contact Us
To speak to us about our furniture hire, custom furniture designs, or any item in our catalogue, simply reach out to a member of our team. You can call 0800 587 5880 or, alternatively, email sales@crowndisplay.co.uk
