There are an increasing number of retailers that are embracing pop-up shops. These temporary shop spaces offer a great opportunity to previously established and digital-only brands, allowing each to experience having their own high-street presence without the long-term commitments involved with a permanent retail space.
For the digitally native, pop-up shops allow for brands to experience the high street, testing the waters for a potential permanent space or increasing their reach to customers and demographics that may not be as active online. Then, for already established retail brands, pop-up shops allow for experimentation and experience, bringing an exciting and new presence to the high street while also gauging an area’s interest in a potentially new and permanent shop location.
Such rewards, however, only occur with the appropriate planning and investment. For retailers to make their pop-up shop worthwhile, especially if it is to be an initial endeavour, then there are a number of considerations to make.
Location
Perhaps the most fundamental consideration for brands is their target location. Specific areas and high streets will have various benefits and should be considered appropriately, along with potential demographics and competition.
It is important to appropriately investigate an area before choosing it as a location, considering how much footfall occurs and at what times of day, as well as how the location relates to your product and brand.
Design
Pop-up shops should echo a brand’s messaging through its store design. Beyond simply hosting products within a space, retailers should ensure that the interior design and retail furniture, from mannequins to stand offs, are emblematic of their aesthetic.
This is an especially important consideration as pop-up shops often generate a great deal of social buzz, much of which is drawn from photography and social media. As such, it is worthwhile to ensure that each retail element is both high-quality and exemplary of a brand’s identity.
Venue
Consider the type of venue that might work for your brand. Are you looking to imitate a permanent shop space with a high street or would your product benefit from being brought to various high streets in a mobile fashion, such as with a truck or vehicle? Each opportunity has its own potential and, importantly, costs, so be sure to consider that which is both most appropriate and financially feasible.
Marketing
While some brands have found success in more enigmatic marketing campaigns, there is little likelihood of success if a pop-up shop is not marketed appropriately. Part of the pop-up process is ensuring that, for the limited time a retail experience is hosted, customers are aware that it will take place and be able to visit accordingly.
Marketing is made easier with social media reach, something that digital brands are likely to be familiar with, however, an online following does not always translate to customer footfall. As such, efforts should always be made to market offline too, engaging with a local area prior. Retail signage is an effective tool in such a scenario, with many brands announcing their presence in advance, using posters and displays to entice customers.
