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WHAT EXACTLY IS A G UI DE O N E POP UP
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WHAT IS A POP UP SHOP You can broadly define a pop up shop as a temporary retail space They can appear in all shapes and sizes typically inhabiting a space for anything from a day to 6 months They re used for a whole range of activities from launching new products boosting brand awareness shifting stock or testing an idea First sighted in Los Angeles in the 1990 s pop up shops have quickly spread across the globe gaining traction in large urban cities from London Berlin to Tokyo They re a reaction to the decline of traditional bricks and mortar retailing and a clever use of vacant retail space Although the word pop up has become somewhat overused recently lets not get too hung up on a name Whether you re calling them temporary stores ad hoc shops or flash retail pop ups are fast becoming an exciting and integral part of city life No one can argue having more musicians artists restaurants brands and ideas appearing on our streets in exciting and unexpected ways isn t a good thing 3
WHY IS A POP UP SHOP GOOD FOR BUSINESS Retail has changed Now more than ever you need to think about the moment You need to be in the right place at the right time and offering an experience that can t be matched elsewhere Pop ups give brands and businesses some much needed flexibility They re a breath of fresh air on the street and a burst of energy in a community They can appear anywhere in all shapes and sizes causing a storm as they do 4
HOW CAN A POP UP SHOP BENEFIT MY BUSINESS 1 BRAND EXPOSURE Take your brand into new territory Whether you re making the transition from online to offline or appearing in a new destination a pop up shop is a great way of meeting new audiences and getting your brand out there 2 MEET AND GREET Pop up shops are an intimate space in which to meet your customers Show them how much you value them Make sure you speak to them in person find out what they want and share your story Giveaways special offers feedback boards or even a visitors book are also good ways of making a visit memorable and sharing your conversations 5
3 BUILD A BUZZ Pop ups are exciting here today gone tomorrow their limited timescale gives people an impetus to visit and share their experience with friends Encourage your customers to spread the word to their friends and colleagues whether it s in person or across social media channels 4 PR OPPORTUNITIES If you re offering something new the chances are you re news Just make sure you network the press and media From sending out a press release to organising a launch night or promoting competitions Make sure you tell everyone about it 6
5 OPTIMIZE SEO The buzz coming off the back of your pop up shop generates links which in turn helps boost your search ratings online 6 COST EFFECTIVE One silver lining of the recession is that there are now many vacant retail spaces This has led to Landlords changing attitudes towards short term projects and leases Not only are they much more open to them some are actively encouraging tenants to utilize their empty spaces with rent reductions This attitude is predicted to improve after the majority of rents are reviewed in 2015 7
7 SALES Pop up shops don t have to be about the hard sell but they are a great way of getting your goods to market at the right time Similarly a limited spell on the high street or the offer of exclusive products can incentivise purchase They are also a great way of shifting leftover stock Play with the timings of your offers and reward loyal customers with exclusive access to them 8 TEST A PRODUCT Quickly gauge whether a product gets attention and ultimately sells Watch how your customers interact with the product and use their feedback to make improvements 8
9 TEST A DESTINATION If you re thinking of opening up a shop on a long term basis then trying out different areas with a short term space is a great way of working out where your brand fits best 10 CREATE AWESOME CONTENT Use your pop up as an opportunity to generate great content for your brand Take photos of your store get customer interviews film your events search social media for mentions and interactions and use them as testimonials on your site 9
CREATING A BUZZ AROUND YOUR POP UP SHOP Make the most of social media Post photos engage with users invite key influencers and bloggers to come along Think about what your instagram moment will be something quirky and fun that stops shoppers in their tracks and leaves them with an experience to share with friends 10
OUR ADVOCATES The High Street presence was invaluable to us as an online brand broadening our customer base as well as providing an opportunity for our existing customer to come and say hello We learned a lot about them and will definitely be doing it again SARAH RUTHERFORD A pop up shop is a great way to get noticed but another key advantage is that it gives you a strong deadline to work towards When you commit to taking over a space even if it s just for a week that is when everything become real PIPER SKILLMAN As a small indie publishers one of the key challenges we face is how to introduce our mags to new readers So for us the popup shop was a brand awareness exercise aiming to deliver great exposure to a really relevant audience at an affordable rate WENDY KLERCK 1 1
CONTACT US Share your idea appearhere www appearhere co uk
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