Brandwarriors - HOW TO SUCCEED WITH YOUR BRAND’S POP-UP SHOP

By its very nature, a pop-up shop might not last for long, but it can have a very powerful impact, serving as a short, sharp interjection into a world of brick-and-mortar retail that your brand might not otherwise be involved in. 

Of course, brands differ in the exact intentions and goals they have for their pop-up shop. Nonetheless, there are certain fundamentals that will help you make the right impact with yours. 

So, let’s take a look at them. 

Set a specific goal for your pop-up shop 

We were just referencing goals, so we might as well make them the focus of our first piece of advice. And pop-up stores can represent an extremely versatile solution, so even your own brand might not always open a pop-up shop for the same reasons as last time. 

Yes, many brands set up a pop-up store because they might not be in a position just yet to commit to a full-time high-street presence; it can serve as a ‘toe in the water’ in this respect. 

However, other brands might look to pop-up retail as a means of offloading leftover stock in a compelling way. Or they may be interested in ‘testing out’ a specific shopping centre or neighbourhood before establishing a permanent presence there. 

So, setting a specific and measurable goal for your pop-up store should be one of the first decisions you make in relation to pop-up retailing. That’s largely because the subsequent decisions you make about your pop-up store will be guided by whatever your overarching goal happens to be. 

Focus on creating an experience – not just selling a product 

As we touched on above, it is absolutely valid for sales of products – leftover stock or otherwise – to be a goal of yours when you are setting up a pop-up shop. It is equally crucial, however, to appreciate that your target customers are most likely to be drawn to your store if you offer them more than simply a line-up of products. 

After all, your brand might already have a well-sorted online presence that presents such a line-up of products, alongside all the details about specifications and features that your target audiences could conceivably need. 

What your online store cannot offer, however, is an experience akin to an in-person social event. So, whether your pop-up store incorporates such elements as live music, contests, photo opportunities, invitations for visitors to share their experience of the store on social media, or something else, you will need to consider how you will cultivate memorable experiences with every aspect of your store. 

Be selective with the products that you showcase 

Of course, with the above point, we don’t mean to suggest that your pop-up shop’s products will be in some way a minor or inconsequential factor. Your brand’s pop-up shop will still be a shop, after all, even if you will be strongly focused on creating experiences for your visitors far transcending what many of us are accustomed to from slightly more ‘traditional’, permanent high-street outlets. 

And one way in which you can distinguish your pop-up store experience from the one offered by your online shopfront or even a permanent high-street store, is by being very careful with the products you choose to showcase. 

A pop-up store is a transient, one-time-only capsule, so many of your visitors may make only one fleeting visit before you dismantle the store. You therefore won’t want to overwhelm these visitors with a messy, sprawling, and disorganised retail space. Instead, a pop-up shop presents a magical opportunity to curate some very specific retail experiences for your target audiences, centred on your main products. 

As you look to do this, you should consider how you can tell a coherent story with the products that you decide to exhibit in your pop-up store. “Exhibit” might be quite a befitting word, as a pop-up store could be likened to a temporary art exhibition of sorts, comprising elements that should make sense to the viewer when they are displayed together. 

Make sure you have the right staff on hand to represent your brand 

If you have been reading from the top of this article, you will have probably been given the impression that a pop-up store represents a different ‘art’ to a traditional permanent retail outlet – and this is true. So, why shouldn’t you take a distinctive approach to your pop-up retail staffing, too? 

The fact is, you don’t necessarily need to drag all your own existing staff from your online store or high-street outlet to your pop-up store, just for the sake of having someone from your company there. 

That’s because, here at BrandWarriors, we can draw upon our own database of contacts, consisting of experienced brand ambassadors who will be able to quickly jump into action when you activate a pop-up store. The skilled and experienced personnel that we have connections with are already extensively trained, and seasoned in helping to deliver captivating and impactful promotional campaigns for brands. 

So, to discuss with BrandWarriors how we could provide you with the proven pop-up retail staffing that will maximise the chances of your next pop-up being a success, please don’t hesitate to contact us. 

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Created on Jun 8th 2023 02:32. Viewed 57 times.

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