5 Things to Consider When Launching a Retail Pop-Up

What to consider before launching your retail pop-up

1.     Location – Do your research into the areas you are considering "popping-up" in. What is the foot traffic like in the area? As a new presence in area, capturing passing footfall is essential. What other types of businesses are near the location? How easy is to access is the location and is there parking? Some 77% of shoppers say being able to find an open parking spot is their biggest frustration. Are your products and prices a good match for the area? Find out where established seasonal markets, fairs and events are held and put them in your calendar. It can be easier to take your trade to places where a customer base is already gathered, than trying to find them on your own! It also gives you the opportunity to test new products on a small-scale before investing in a large number of units.


2.     Duration – Excluding set dates for special events you want to pop-up at, you will want to give some thought into how often you are prepared to relocate. Regular relocation allows you to capture the curiosity of new shoppers, generate sense of urgency for people to visit "while stocks last" or "for X days/weeks only", keeps interest fresh, and allows you to test out your shop's popularity in different regions. Business may be slow for you in one area but booming in another. With a portable shop you have the capacity to quit and move on whenever you need to.
   
   On the other side, you may find that staying in one location for a longer period of time allows you to gain traction and build an established customer base there. Often pop-up shops become permanent fixtures based on the success or the short-term sales in a particular place. Whether your goal is to remain as a time-limited pop-up, or settle in a permanent location, having the flexibility to experiment with a portable shop is key.


3.     Signage – A shipping container pop-up can easily be fitted external signage. Think about what your brand is trying to convey, how eye-catching the signage is, where to position it terms of how easy it is to spot or if there any buildings or obstacles around the site blocking it. Painting your shop on the outside is eye-catching way, using your brand colours along with using decals/vinyl stickers will make it stand out. Alternatively you may need it to blend in with the surroundings rather than stand-out. If it is a permanent fixture this could be essential for planning permission, particularly in green belt areas. You may need to stick to a neutral colour with limited signage, or use wood cladding to compliment areas of natural beauty.


4.     Licensing and permits - Each region has its own legal regulations and business permit requirements. For food and alcohol you will likely need a license, so if you are planning an event or opening day with alcohol you'll need to a have a license. As terms and conditions for trading permits, licenses and public liability insurance can vary it is essential you do your homework in advance to avoid costly mistakes.


5.     Marketing – Pay attention to getting the word out there for your pop-up shop, events or showcasing, Visibility is key! Even if your pop-up project is intended as a step towards moving away from online sales, you'll still want to advertise it through social media channels, or on your website. A special launch day or event is important to draw people in initially, and spread the word around, so get creative. Celebrate your opening with style and confidence!