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We will try to hit you on the head with the whole narrative “retail is not dead”. Finally, it has been proven from time to time that physical stores are alive and well, and people still like to visit brick and mortar stores.
70% of all retail sales take place offline, and an IHL Group survey found that for every company that closes stores, there are two physical stores that open.
Clearly, there is significant value to branded physical space – and online businesses are becoming more and more noticeable. Online companies like Warby Parker, Away and Bonobos have decided to open an offline store and continue to expand.
Whether you’re a small or medium-sized company, setting up a complete brick and mortar store may not be feasible, especially if you have a budget or aren’t sure how to implement a masonry and masonry strategy.
Here, too, pop-up shops can be useful. If done correctly, a pop-up store can increase your real security, help you connect with existing customers, and allow you to step in front of new customers.
Also, since pop-ups are temporary, it is more cost-effective to install them and carry less risk compared to permanent shop windows.
This post will guide you through appearances and pop-up stores. In the following paragraphs, learn everything: how to calculate a popup, how to put it on the market, and how to measure results. You have come and see great examples of other brands that have successfully launched pop-up stores.
You better get started.
What is a pop-up shop?
A pop-up shop is a temporary store founded by a brand (usually an e-commerce company, but not always). There are several purposes for pop-ups. These include:
- Raise brand awareness,
- Encourage sales,
- Test the market or location,
- Test your physical retail strategy and
- Work intensively with customers.
The duration of a jumping trade can vary, depending on its purpose and goal. Some pop-ups only appear for a few days, while others stay for two weeks or even a month.
How much does it cost to start a pop-up shop?
How much should you plan for your popup? No one responds to this, as your costs will depend on several factors, from the duration and size of your initiative to the location of your store and the shopping experience you want to provide.
For example, a simple booth for a pop-up in a mall or at an event could cost several thousand dollars. Andrew Pearson, owner of Asia Yogies, says their pop-up store at a shopping mall in Hong Kong costs them HKD 20,000 ($ 2,500) for four days.
But the case will be completely different for large stand-alone stores in major locations, which could cost tens of thousands of dollars, if not more.
Here are a few things to keep in mind when creating a budget for a pop-up shop:
Real estate will be one of your biggest and most important expenses, so it’s something you should think about early on. The main factors that will affect your leasing costs are the size of the space and the location in which you live.
To get a better idea of how much you’re spending, visit websites like Storefront and Here Here, enter your requirements, and then see what’s coming.
Design and architecture.
Think about how you want your store to be designed and built. How will you use the popup space? What activities do you plan to launch? How do you want to feel in the guests?
Depending on your budget and resources, you can choose to answer these questions internally or hire a design / architecture company to help you.
Regardless, costs will be included, so determine your time and resources or look for an offer from a third party to help you design the pop-up.
Furniture and fixtures.
Once you’ve replicated your concept, you need to bring it to life using fixtures and other design elements. Consider: lighting, furniture, shelves, screens and more.
Think about the necessary fasteners and quantities for each item, and then calculate the cost. For example:
- Lights ………………………………… .. $ 50 x 3
- Window and wall sticker brands… .. $ 15 x 10
- POP shows ……………………… 500 USD x 1
- Instagram wall …………… .. …… $ 200 x 1
Then iron out staff costs. How many employees should be in your store and for how long? Calculating this should be fairly simple. Simply state how much you need at your location, along with the prices they pay and the duration of their shift. Next, do the math.
For example, if you pay Amanda Sellmore a rate of $ 17 per hour and maintain her need for three 8-hour days, then the cost of hiring Amanda will be $ 408. Now do this for the rest of your jump staff and have a good idea of how much you budget for the needs of the staff in your store.
Maintenance and compliance.
Then you need to think about the costs associated with setting up, running, and maintaining a popup. These costs will vary, depending on the type of store and your needs, but generally speaking, you can expect the following costs:
- Internet and telephone line
Finally, we need to plan marketing costs. How will you get the word out? Which channels will you use and how much are you willing to spend? The best way to figure all this out is to get organized. Determine the channels through which you want to market your business and specify a budget for each.
- Ads on Facebook and Instagram ………… $ 1,000
- Marketing impact …………………… $ 500
- PR ………………………………………… 1000 USD
Why have a pop-up shop?
Are pop-up stores worth the investment? For many brands they are. Instead, separate some of the benefits of setting up an offline store.
1. Create personal connections with customers.
One of the disadvantages of running an online business is that you miss valuable time with customers. While communication channels like email, live chat, and social media have come a long way, nothing can replace real-life interactions with the people who lead you into business: your customers.
Research shows that consumers feel more connected to brands with physical stores. A Google survey found that 61% of respondents prefer to buy from retailers with bricks and mortars than from those who only do business online.
Pop-up trade can bridge the physical to digital gap between retailers and their customers. By establishing a physical space, you not only get the opportunity to talk to your customers, but instead see first hand how they interact with your products and brands. This in turn can shed light on the insights you can use in product development and business strategy.
2. Encourage buzzing and awareness.
To say that the space for e-commerce is full would be an understatement. PipeCandy estimates that there are between 2-3 million e-commerce companies worldwide, excluding China.
And with more and more companies selling online, it can be hard to point out. It’s bad why it might make sense to establish an offline presence through pop-ups. Having physical space gives you credibility in the real world. The pop-up shop also triggers buzzing and awareness and rewards you in front of people who may not have been aware of your brand.
3. Encourage sales.
Buzz and awareness are great, but I hope you do something better: a pop-up can also increase your income.
The International Council of Shopping Centers (ICSC) has found that offline stores create a halo effect around the brand which means higher sales.
According to the ICSC, when a customer spends $ 100 online and then visits the seller’s physical location, the buyer will spend an average of $ 131 more. The incentive is even greater when the customer first buys offline, and the total consumption over a 15-day period is $ 267.
4. Test offline sales.
If you’re already thinking about setting up brick and mortar stores, but are on a fence around takeoff, a pop-up store can provide a happy environment where you can test offline sales.
You can set up a temporary store and based on its performance make an educated decision about whether you want to retail brick and mortar for you.
5. Examine new markets and expand into existing ones.
If you are planning to expand into a new market – let’s say you’re an East Coast brand looking to expand to the West Coast – then a temporary pop-up will provide you with the information you need to determine if your presence is worth it. in another region.
Things to consider when choosing a place for a pop-up shop
Now let’s talk about what you should look for at a pop-up store site. It is important to use your time with this step. You want to rent a space that meets your needs and positions your brand in the best possible way.
Here are some factors to consider when deciding on a popup location.
Things first. Consider the type of store you want to set up. Understanding this begins with setting your goals. Is your main goal generating buzz? Get to know your audience on a deeper level? Want to boost sales? A clear understanding of these things will determine the type of store you need.
See your options below. (Note that your store can be a combination of any of these pop-ups.)
If you want to have a store that sells products, then you need to rent a property that can support it. Fortunately, most vacant office space can easily be turned into a retail space. You need to make sure that the space chosen is large enough for your products, shelves, racks and other necessary equipment.
The Clarks shoe retailer serves as a great example of a retail-focused bud. To showcase the brand’s latest products, Clarks has beautified the space with merchandise from its fall and winter collections.
If your goal is sales, but to provide experience, then place your vistas on spaces that have the ability to support immersive brand activation.
List the type of experience you want to create by listing the activities that take place in the store. What will the guests do? What do you want them to see, hear, smell and feel? Use the answers to these questions to determine your jumping strategy.
Want to see an amazing experiential pop-up in action? Woolrich outerwear has created the Snow Room, an immersive multi-sensory experience that has allowed customers to experience how it feels to wear Woolrich products in snowy weather.
Many brands include events in their pop-up window, and with good reason. Events such as media reviews, customer parties, lectures and speech engagements are a great way to bring people together and present your brand story.
For this purpose, you need to rent a space that contains a room and equipment to support any event you plan to organize. For example, if callers are making calls, you need a space with the right audio-visual equipment. Food and drink serving? You may want to look for something with a kitchen or bar.
When the Showpo fashion e-manual had an LA pop-up, the company held a party before the party. Showpo invited several influencers to an evening of food, drinks … and lots of Instagram moments.
External factors of pop-ups.
Whether I want to admit it or not, people like to judge things by their appearance. In the same way that readers rate a book by its cover, customers rate retail stores by their exterior.
For this reason, you need to evaluate the external components and features of the properties you are considering. Here are some things you should look at.
signaling: Is there enough space for signs in your store? If it’s open at night, can you illuminate your sign so people can see it?
General look and feel: You want the space to match the theme and style of your company well. If, for example, you are introduced to a modern brand, then your pop-up window should be in a contemporary-looking building. Are you going for a classic or rustic look? Then a traditional exterior might be a better option.
One should also look at the condition of the property with respect to wear. The grabbed buildings look huge, and make sure everything is in top shape (or at least you have the option of upgrading the outside space if needed).
Accessibility: People should be easy to reach your store. If you know that most of your buyers drive, then choose a property with a lot of parking. If you are dealing with cyclists or travelers on a trip, go to a space that is maintained conveniently accessible by public transport.
Factors of domestic pop-up stores.
He is now moving inside his store. Here are some Internet pop-up factors to consider when viewing your space:
Square shots: You want a property that is big enough to be able to do your thing, but not too big to end up paying for the space spent. The amount of space required will depend on what you intend to do. If you sell a lot of goods, make sure you have enough stock. Holding an event? Estimate how many guests will be present and see if the space can accommodate them.
Lighting: Storeroom lighting should display your items in the best possible way … well, light. If the current ones offer you excellent customization, ask the property manager if you can install your own lighting.
Internet connection: Today, it is almost impossible to function without an Internet connection, so we need a space that allows easy connection to the Internet. If you intend to provide your guests with Internet access, set up a separate network for them. For security reasons, it is best to keep the store’s internal online network (i.e., what you use to process sales) available only to employees to keep the data protected.
How to market your pop-up store
Great idea for a pop-up? Check.
Appropriate budget? Check.
A cool space that races your way for amazing experiences? And you got it.
The next step is to determine how to go to market your store. Here are some ideas:
Are taken away by the media and influencers.
Recognize the influences your customers are tracking, as well as the journalists covering your industry, and then offer them an exclusive preview of the store before opening. This is a great way to create rumors in the days leading up to the market, which can ultimately lead to higher turnout.
One brand that has done a great job with influence and media reach is Daily Harvest. When the company set up shop in Los Angeles, it approached reporters and bloggers and invited them to a special “VIP Preview” space.
Note: otherwise you plan to cover travel expenses, they will only contact influencers and journalists living locally. In addition to making your pitch more relevant, targeting local individuals increases the chances of them actually appearing.
Fortunately, there are tools that allow you to do this easily. Buzzsumo works great at recognizing media members, while GroupHigh works well at finding and targeting the right influences.
Use social media to spread the word.
Post posts and stories in the days and weeks that lead to a popup. This will delight your fans and followers.
Remove the sheet from the Showp book. To promote its pop-up window, the company posted several photos, videos and stories on social media and even created an event on Facebook inviting everyone to take a look at the store.
Touch your existing customers and subscribers.
Get in touch with your existing customers so aware that they are planning to show up in your city.
When it opened a temporary store in San Francisco.
The company emailed its subscribers, urging them to run around the store.
Evaluate the right metrics with your jumping success
The best way to determine if a pop-up was successful is to review the data. The following metrics are a good place to evaluate the performance of your store.
Sales are crucial to the success of almost any retail business. Be sure to keep track of how many products sold in – and as a result – your pop-up. To get a clearer picture of your sales, draw reports according to the following parameters.
Sales by product / category: This helps you see which products or product types resonated the most with your audience, so you know what you need to buy in the future.
Sales by date and time: Knowing when sales are selling allows you to determine the maximum hours and breaks in the store so you can optimize your staff and work.
Sales to customer: This will help you get to know your customers better and give you an insight into their spending habits, product preferences and price sensitivity. The “sales per customer” report can also help you create customer profiles, so you can personalize your user experience.
Online sales in relevant zip codes: As already mentioned, physical stores can affect your online sales. It’s a good idea to measure the impact of pop-ups by looking at online sales generated from customers living in places where you’re physically present.
For example, if you run a pop-up store in New York City, you can measure the impact of your store on e-commerce by looking at online traffic and customer sales in NYC and surrounding areas.
For obvious reasons, it is important to track the amount of traffic that is attracted to your store. The number of visitors who enter your door is an excellent indicator of the effectiveness of your marketing efforts.
March is pretty easy to measure foot traffic. There are a lot of meters and sensors on the market that can do this for you automatically.
If you want to go even deeper, take your foot traffic data and compare it to pop-up store sales to determine your conversion rate.
Social engagement and journalistic mentions.
You should also look at your social media and media conversations. These metrics can indicate how much your pop-up resonated with guests and whether the community found it interesting and newspaper-like.
Brand search scope.
If your brand name gets a decent amount of online search, you can measure the increase in brand awareness by looking at the search volume. Use tools like the Google Search Console and Google Trends to see if more people have searched for your brand during the duration of your pop-up window.
10 creative examples of branded pop-up stores
If you do by now, you should have a pretty good idea of which pop-ups will run. Still, it hurts me to check what other companies have done in the past.
Some of these pop-ups we mentioned earlier in this article, but this section gives a more detailed overview of what these stores could offer.
Check them out!
In a short time, the Clarks shoe company opened the first North American pop-up store in Toronto. 1,000 square meters. ft. the store did an amazing job showing off the brand’s best products, as the space was stocked with a modified range from the Clarks line for fall / winter.
The pop-up experience also contained various elements that told Clark’s story over the years. Replicas of Clarks’ advertisements from the 1900s were published, and portraits of persecuted founders and early English factories were displayed.
“Not many people are aware that it is one of the oldest footwear companies with 190-year-old innovations,” Christomer Scinto, senior vice president of brand and CMO at Clarks Americas, said in an interview with Marketing magazine.
“With the limited retail restriction in Canada, it was an opportunity to really revive everything.”
Online retailer Showpo opened a store in Los Angeles in 2019. According to Showp founder Jane Lu and striking brand director Rosalie Molloy, they decided to open an offline store to engage their bath in the US. And since LA is one of their best markets, they decided to start there.
“We wanted to build trust with our customers and establish a better relationship with them. We felt like a good way to do that through a pop-up,” Molloy commented.
“The store allows customers to come and touch products, try out different sizes and see the breadth of what we can offer, as well as the diversity in our offering. In addition, the store also allows people to enter the world of Showpa on a day, hour or even 15 minutes if they wish. “
In addition to selling merchandise, Showpo also had a social media outlet, which provided guests with plenty of opportunities to take photos.
“We know that this way our girl likes to communicate with brands,” Molloy said. “She wants to shop, take pictures in the store, try on clothes and take a selfie mirror. That way she incorporates those elements into the store.”
You can use pop-up stores to allow customers to test and experience your new products in a whole new way. We presented what the Woolrich outerwear brand was doing when it launched Snow room, a springboard installation within its New York, SoHo flagship location.
Snow room “It’s the ultimate way to test outerwear, allowing you to discover how cozy Woolrich’s park feels in a glass room full of real snow, ice, trees and temperatures dropping to -20 degrees Celsius (-4 in Fahrenheit).”
To make the experience even more exciting, the brand teamed up with LA-based artist Joshua Vides to design the store using bold, black-and-white graphic art.
4. Stacks House.
Pop-ups can also be used for education and empowerment. That was the goal of Stacks House, a pop-up museum that featured attractive instagram installations designed to educate guests (especially women) about financial literacy.
The rooms in the pop-up window contain data and statistics, as well as installations designed to help people learn more about their finances.
Although Stacks House is a popup that experienced its first experience, it also had a retail component. At the end, guests could buy books, bags, jewelry and more.
5. Gene’s shiny ice cream.
Jenis Splendid ice creams are no stranger to pop-ups. The company has launched several pop-up stores in cities such as New York, Austin and San Diego. These stores allow the brand to be placed in front of a new audience and make Jenny’s products much more affordable.
The company does a lot of great things to create excitement around its stores. For example, when he opened a store in NYC, Jeni gave free ice cream to everyone who visited her on opening day. In addition, he created a special flavor – Bombay milk chocolate – especially for NYC.
6. Daily harvest.
Daily Harvest, an online brand for direct customers that sells smoothies, soups and more, launched a “Gas Station” in early 2019 in Pop-Up, Los Angeles. There were several interesting offerings at the store, including free smoothies and bowls, on-site nutritionists, coin-driven cars, and Daily Harvest products to buy.
Fashion designer Josie Natori celebrated her 40th birthday by unveiling her debut line ready to wear on branded pop-ups at various Bloomingdale locations.
The stores, which had been open for just over a month, housed “a special collection of capsules that exemplifies the Natori lifestyle handmade in the Philippines.” It was a major initiative that allowed Natori to bring its products closer to customers, while maintaining brand exclusivity, thanks to the fact that customers can only access products in Bloomingdale stores.
In 2019, online fashion retailer Shein ran a three-day pop-up store in San Francisco. The store housed a summer collection that was problematic, and was stocked with an assortment of products that customers could try out.
Outdoor shoe retailer Keen used his pop-up store to showcase his innovations. In 2017, the company launched a pop-up window in Tokyo featuring UNEEKBOT, a “dedicated smallest footwear factory” that compiled real-time custom footwear orders.
10. Pop-Up Grocer.
Pop-Up Grocer, a “traveling pop-up grocery store,” stopped in early 2020 in Venice, California. Hundreds of products of some of the most innovative and natural brands were exhibited in the shop of hooks and colorful products.
Unlike the traditional grocery store, which typically features a wide range of common brands that can be found in many households, Pop-Up Grocer keeps a carefully curated mix of items from companies you may not have heard of.
“Thank you not for the purpose of your weekly milk, egg, and toilet paper extraction,” founder Emily Schildt told the Los Angeles Daily News. “We want to introduce people to the latest and greatest products.”
Beautifully designed, the store has several colorful screens on Instagram to encourage people to share their experience.
Ready to launch a popup?
Pop-up stores are just a passing trend. They have developed a proven store format that can boost brand recognition, strengthen customer relationships and increase sales.
But to unlock all of these benefits, you need a solid plan and you need to execute it in a way that truly “pops up”.
Start with a compelling vision of the store, calculate the resources needed, and find a space that enlivens your vision. To ensure the success of your efforts, market your store to new and existing audiences and come up with cool ways to make their visit worthwhile.