Pop Up Shops

A pop up shop is a temporary and usually short term display of products in a strategically located store. These shops move from one location to another within cities and aim at creating lasting impressions on clients. They usually utilise dry hire venues london as their preferred locations. But why would brands use pop up shops?

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Benefits of pop up shops

Online brands can use them to meet and interact with existing clients in order to get feedback on products and services. They can also be used to reach out to new clients in the area of interest thus expanding the market for the brand's products. Besides, if the business applies different pricing strategies for different locations, pop up shops can be used to test the potential for success at different price points.

Pop up shops can also be utilised by brands to gauge how clients would react to a physical shop in addition to their online presence, without necessarily making the financial investment associated with a permanent location. By organising pop up shops in different locations, the business is able to determine which location is likely to attract higher foot traffic that can be converted into loyal clients.

The scarcity mentality associated with pop up shops attracts a lot of clients. The shops can therefore be used to create a buzz about products and therefore increase the level of sales. If the brand is strategic, they can take advantage of this buzz to enhance their long term success.

Pop up shops can be utilised to launch new products, introduce existing products to new markets, to launch partnerships, to reintroduce a brand into the market after a rebranding process. However, the brand needs to come up with a follow through strategy to prevent all thee market awareness created from going to waste.

Organising a pop up shop

First, you need to determine the main reason behind your pop up shop. This determines the marketing strategy you will use, the location of the store and the frequency. Once your why is clear, the next step is to determine the most viable location based on your goals and objectives. The location should be informed by the potential reach, the cost of the store, the opportunity to take advantage of events happening in an area to increase sales, other retailers in the vicinity, the reputation of the area and the possible effects on your brand.

Third, you need to decide on the most appropriate time of the year for each pop up shop planned. When the time coincides with a major event in a city then sales may go up. Pop ups are also common around the festive seasons and major holidays since more people are shopping at that particular time. This can also be informed by the reasons behind the pop up shop.

What type of licenses do you need? You need to ensure that you have all the required permits beforehand. When in doubt, consult a legal practitioner to guide you on the requirements in that state or city. You may also take out different types of insurance for your products and employees. The next step is to identify the people who are vital in making the event a success including service staff and brand ambassadors.

Recent famous pop up shops

Art, fashion, furniture, food and make up brands all use pop up shops to promote their brands. Birchbox, a subscription brand for makeup, Barkshop Live -- the online subscription box and pet gift store, the Ikea pop up cafe in Toronto are great examples of successful pop up shops where you can pick yup important lessons.