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Learn How to Set Up a Temporary Store in 2023

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كاتب ذكاء اصطناعي
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By Roxanne Voidonicolas

Introduction

As a small business owner, finding new and innovative ways to put your products in the hands of customers is exciting but also challenging. A pop-up shop is an effective strategy for real interaction with potential and existing customers, boosting sales at the same time.

It allows your customers the chance to interact directly with your products and brand, creating a connection that online platforms cannot replicate.

So, whether you’re an experienced seller or an ambitious entrepreneur, use this comprehensive guide to help you succeed in your upcoming pop-up shop.

What is a Pop-Up Shop?

A pop-up shop is an ideal opportunity for emerging digital brands to test a temporary retail space. Also known as “instant retail,” it allows you to meet your current customers where they live and put your brand in front of new customers.

A pop-up shop may look like a regular store, but many brands use it to create a unique and engaging physical shopping experience.

If you’re interested in testing a business presence for your venture but hesitate due to financial risks and ongoing commitments of a permanent store, a pop-up shop could be the solution for you.

Benefits of a Pop-Up Shop

Create Personal Connections with Customers

Technology may make purchasing more economical and convenient, but there is no substitute for face-to-face service and personalized shopping experiences. An actual store allows you to connect with your customers on a human level and build a network of loyal and engaged customers.

Build Buzz and Awareness

Scarcity is a proven tactic that drives customers to act through their desire to purchase exclusive or limited-edition products. A temporary shop with a set end date encourages customers to visit before they miss out.

This approach works especially well when promoting new products or collections, launching major campaigns, or simply seeking to increase general brand awareness.

Balance Customer Acquisition Costs

The pandemic forced retailers and their marketing dollars online, increasing customer acquisition costs through paid search and social media. But with e-commerce thriving, the gap between digital acquisition costs and rent costs has shrunk.

Vacancy rates for commercial real estate have dropped to record levels – 37.5% lower than in 2019 in places like Soho in New York City, according to CBRE. To address vacancies, property owners relaxed rental terms and eagerly sought temporary tenants just to keep their stores active. According to Reuters, in New York City, the residential real estate market has rebounded, but commercial rents still remain below pre-pandemic levels.

There is still an opportunity to test the retail waters and diversify your marketing to include foot traffic along with web traffic – in a low-risk, lower-cost environment.

“Soon, real impressions will be more expensive and valuable than digital impressions,” says Ben Siedl, founder of Neyborly, a platform that matches brands with commercial spaces.

How to Set Up a Pop-Up Shop in 4 Easy Steps

Choose Your Event Space

It’s important to find the right location for your pop-up shop. There are a number of factors to consider, with one of the most important being the type of space that best suits your event. Here are some common spaces used for pop-up shops:

  • Empty Storefront: An empty storefront is a retail space waiting to be utilized. All you need to do is customize it to fit your brand. Look for vacant stores in the ideal area for you or contact a local real estate agent for assistance.
  • Shopping Center or Mall: Many shopping centers have kiosks and empty storefronts available for rent. A mall space might be less expensive than other venues, but it can put you in front of the best type of traffic – consumers looking to spend their money.
  • Pop-up

    • Pop-up: A pop-up store is a store within a store. They often rent part of a larger store or a small shop as a space to sell their products. Launching a pop-up store markets your brand to traffic in the larger store and helps you save money on rent and decor.

    • Exhibit/Event Space: Unlike pop-up stores, exhibit or event spaces provide a blank canvas to translate your digital brand into a physical displayed space. These spaces are also set up for events, unlike some traditional retail environments.
    • Mobile: If you don’t want to limit yourself to one location, consider going mobile and renting a truck or bus to host your mobile pop-up store. In 2016, the Knapsack tour traveled from Vancouver to Toronto, giving customers across Canada a chance to test their brushes. This opens the door for you to work in different locations and maximize reach – you could set it up at a farmers’ market, park, or any public place you think your customers would frequent.

    Identifying Your Pop-Up Store Location

    After determining the type of temporary store you want, you can begin identifying the location. Knowing your store’s goals is another important factor to consider.

    If you plan to launch a new line of swimwear, the ideal location may be in tropical areas or near the beach. If you’re trying to decide whether to make a permanent move to a physical retail presence, use current sales data (if available) to see where most of your current customers are located.

    Once you have a general area in mind, look at some other factors that will help you pinpoint the exact location.

    Nearby retailers and events are other important considerations. See if the surrounding retail stores complement or compete with what you have to offer. Complementation is a good thing, but you may want to avoid direct competitors.

    When established store owners feel threatened by competing stores, you miss the chance to form a potential ally. Introduce yourself and build a good relationship with other store owners in the area. You can gain valuable insights into what makes your target audience tick.

    Finally, one of the most important considerations is foot traffic. Is the area or street you are looking at high-traffic? Are there many people passing by the location you are considering, and more importantly, are those people your target customers? Ultimately, it’s about who your customers are and where they expect to see you.

    Defining Your Store Type and Exterior/Interior

    Here are some other factors that help narrow down your location options:

    Type of Pop-Up Store

    First and foremost – you need to define the type of event you will be having and understand what makes it appealing to shoppers in a pop-up store. There are some common types of pop-up stores:

    • Press Preview: Typically, a press preview is for local journalists and bloggers who can help spread the word about your store.
    • Launch Party: Pop-up stores are a great place to host launch parties, whether it’s the debut of your pop-up store or the launch of a new product line. Remember, if you promote it as a party, you must deliver on that promise. You might consider hiring a DJ, providing food and drinks, and promoting engagement on social media to expand your reach.
    • Experience: Draw visitors in with immersive experiences they can’t get anywhere else. Think about what types of workshops and speakers work best for your brand.
    • Party
      • Influencers: Leverage the audience of influencers in your niche by allowing them to host and coordinate the event, becoming the “star” of the night. Ask them to build excitement before the event by posting about it on social media, and consider the opportunity a collaboration that ends with big payouts for both parties. They have a unique chance to meet their audience – and their audience becomes your audience.
      • Haunting Event: While all events have a marketing angle, investing in a haunting event can bring you more coverage. Collaborating with a local magazine in your niche, for example, can provide coverage before, during, and after your pop-up store.

      External Factors

      • Facade: Does the store have a pedestrian walkway and traffic? Is the facade large enough to easily manage curbside pickup orders? These will be important considerations for pop-up spaces in the coming months.
      • Signage: Check if the location you are considering comes with signage and if you can customize it. Some spaces may already have branded entry or facade signage, which could prevent people from noticing your store. Some spaces may not allow signage at all. Determine what you need and how customers will find your pop-up store.
      • Condition and Cleanliness: Property owners usually ensure that the interior space of the pop-up store is ideal, but the exterior may be subject to the elements. You will likely need to take responsibility for its cleanliness. Clean it yourself, bring in potted plants, or invest in a bottle of Windex to remove any fingerprints from the windows of the space.
      • Parking and Public Transport Access: The easier it is to visit your store, the more customers you will have. Having on-site parking is ideal, but it may not always be realistic. So, provide access in any way you can. Research public transport options, check meter rates and times, and look for nearby paid parking.

      Internal Factors

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