We live in a digital age now where so much of our lives are lived online; banking, shopping, socialising even! With so much focus on a digital presence and online promotion, it’s easy for some retailers to forget that a physical presence does have its advantages, especially if it’s only a temporary thing.
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Pop-ups offer you a chance for real engagement with potential customers, to
talk to them and show them products first hand.
Proper prior planning
The set up itself might not take long, but you should put in plenty of time in
advance to plan everything and make sure it all runs smoothly. Organise
signage, staffing and stock well ahead of time, and consider the design and
location in advance to make sure you don’t waste time or money.
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Timing is everything
Is there a particular season or event that suits your product? Perhaps you
could target a Mother’s Day event, or maybe a back to school or Christmas
gifting opportunity. Valentine’s Day is a peak time for jewellery-makers.
Picking the right time and place for your pop-up is key. Understand your
target market and think about where they’ll be.
Location, location, location
Research ahead of time and check footfall numbers. Even the most beautiful
pop-up with a stunning product won’t work if there is no passing traffic.
Also while your shop is in its current location make sure its clean and tidy. There is nothing worse than walking into a dirty shop with mess everywhere. You could look at getting a Commercial Cleaning Company in Cheltenham at sites including http://cleaningcompanycheltenham.co.uk to come in and give it a clean before you open and then how ever many times in the week to keep it clean.
Make people take notice
Setting up the pop-up is one thing, but persuading customers to come and
look is quite another. Give them something to grab their attention so their
curiosity gets the better of them and they can’t walk past. Lighting works
well, as does music or movement. People respond well to video, so having a
film of some sort playing will make a big difference, whether it’s a show-reel
of your products set to music, an interview with you about how the brand came
to be.
Shopify – who know a thing or two about online retailing! – have put together
a guide for why a pop-up shop can be so good for your digital business. Read
it here https://www.shopify.co.uk/guides/ultimate-guide-to-pop-up-shops/why-run-a-pop-up.
Promotion
You want to promote the pop-up, but don’t forget the pop-up is key to driving
people to your regular space, online. Prepare some promotional material to
help encourage repeat business and build brand awareness.