We live in the experience age. Young consumers are opting to spend their money seeking out and participating in pop-up shop retail experiences rather than products compared to generations before them.
One low-risk method of getting in front of your audience and creating awareness is to invest in a pop-up shop or pop-up retail store experience. Direct-to-consumer or DTC brands are leading the experiential retail band wagon, connecting and reaching with millennials like never before.
Pop-up shops are a great way to extend your brand’s audience in new markets and face-to-face with an experience-seeking audience. This guide offers a framework for your pop-up shop success.
Pop-up shops are great way to extend your brand’s audience in new markets and face-to-face with an experience-seeking audience.
7 Pillars of Pop Up Shop Success
Focusing on the right metrics will help you analyze and improve your pop-up shop retail experience. Here is your framework for success.
- Establish success metrics. What do you want to learn from customers experiencing your product in the real world? Are you investing in a pop-up shop to generate brand awareness and test a new market? Are you investing in this to increase local sales with a longer-term goal to drive online sales? Setting clear goals for the pop-up store experience will help you make better decisions on where to invest your Dollars and measure returns.
- Define key value drivers. There are different ways to measure success once you decide what your key value drivers are and be open to learning new data and insights about which products are popular, at what price and which message is the most effective? If you want to see if there is a difference between what your customers buy online versus in a store experience, then tracking correlations across product, location and price is in order. Whatever you decide, either a single key value driver or a combination, establish your protocols before the pop-up shop opens so you don’t miss out on any valuable customer data and insights.
- Use digital to promote the physical. Email marketing, social media, video blogs, blog posts and PR should be used to let current and potential customers learn about your pop-up shop. Don’t stop there. Can other digital technologies such as virtual reality, augmented reality, or digital projection be used at the pop-up store itself to increase the ?wow factor?
- Don’t forget what you’ve learned. A pop-up shop, while unique in its potential, is a channel just like any other. Many of the same rules still apply. Its existence must be promoted, including basic details like where it is located and what its hours of operations are. Staff much must be hired and trained. If there is any special equipment being used at the pop-up, like virtual reality (VR) goggles, then they need to be trained on that as well. Plan out how crowds will move through your space. How will the pop-up be restocked? How will garbage be disposed of? Will the pop-up store be able to process returns, or is that all done online? Paying careful attention to these logistical details can make the difference between the success or failure of your pop-up shop retail experience.
- Embrace the experience. Don’t waste the opportunity to get creative and really bring your brand and your brand story to life. If you are an outdoor clothing brand, let your customers try your products while enjoying a climbing wall. If your products come from Switzerland is important to your brand, let customers explore Switzerland via a VR headset, guided by staff dressed in traditional Swiss costumes. Do you sell power tools? Set up a working workshop in your pop-up so customers can actually make something with your product. Customers can already see pictures of your product and read about your company online. Use the pop-up experience to create a tangible relationship between you and your customers.
- Be a scientist. Using the metrics and tracking you set up ahead of time, use your pop-up shop to test as many hypotheses as you can during its run. Do certain products sell better on certain days of the week? Did general information e-blasts trigger more visits to the pop-up, or did e-blasts that promoted certain products produce more foot traffic? Did certain sales associates thrive in the pop-up environment compared to others? Did the pop-ups location near particular existing retail or transportation hubs seem to help or hurt it? The answers to these questions can be rolled into future marketing initiatives, training regimens or new pop-up stores in other locations.
- Calculate and assess. Once the run of the pop-up shop experience is over, run the numbers. Did the pop-up meet the metrics that you established at the beginning of the process? Were you as successful on social media as you’d hoped? Do a rigorous post-mortem on the whole initiative and learn all you can about what went right and what went wrong. Once that effort is complete, share your findings with your whole team and make sure the lessons learned are not forgotten.
GoGoGuest, is a partner of The Storefront, the global marketplace for brands to shop for the best space for their pop-up shop. This guide first appeared on The Storefront on March 15, 2019.
About The Storefront
Storefront is the world’s largest marketplace for short-term retail spaces. Our platform connects brands, e-commerce businesses, and artists with space owners for temporary rentals. Storefront makes commercial real estate easily accessible for anyone looking to organize events and create pop-up stores around the world.
Since our launch in 2014, Storefront has supported more than 100,000 brands (including Google, L’oreal, Nike, Birchbox, Netflix) across the world’s largest cities, from Paris to New York to Milan, London and Hong Kong. The platform now has the largest network of commercial spaces available for short-term rental with more than 10,000 listings.
GoGoGuest is a customer marketing and data software subscription solution that helps every business and iconic brand better understand their customers. We are trusted by over 200 businesses and power more than a million customer engagements every month. Our story.