Pop-up shops are a hugely popular marketing trend that offers all the benefits of face-to-face marketing in a lively retail atmosphere. In fact, this is a popular tactic among celebrities such as Kylie Jenner, Kanye West, and Drake. Learn how to open a pop-up shop and see what it can do for your business.
Why You Should Open a Pop-Up Shop
Whether you own an online commerce business or you’re trying to break into retail, a pop-up shop offers a unique opportunity to present your products without the long-term commitment of a storefront. Savings are an obvious benefit of pop-up shops: renting out space for a temporary store costs much less, as it eliminates the costs of a long-term contract and monthly rent payments. Building a pop-up yourself will present a larger up-front cost, but it enables you to choose the size, layout, and decoration more freely than in a rented space. You also get the freedom to determine how long your pop-up shop remains open—some are open for a period of one to three months, while others are open only for a day or two.
If you’re just getting your business off the ground, building brand recognition and awareness is important. Present your logo and mission to inspire people to spend their money on your products. This kind of face-to-face marketing secures client trust and enables consumers to emotionally connect to your brand. If you’re lacking confidence in your new products, try them out in your pop-up shop. There’s less pressure to perform, and you can receive honest feedback from the public.
How to Open a Pop-Up Shop
First, consider what type of pop-up shop you’ll want to open. There are a few basic categories of pop-ups, each of which entails something different:
- Experiential: Offers an immersive experience, usually complete with workshops and interactive events.
- Influencer Party: You’ll choose a host with a large following to invite other influencers to celebrate your business.
- Launch Party: Celebrate a new product line by providing drinks, snacks, and light entertainment to your audience.
After you’ve decided on what type of pop-up you’ll open, consider how to create the right structure. The best way to do this is to entrust a marketing firm that specializes in custom pop-up shops with building the right temporary home for your business. After you’ve picked a design for the outside, plan out the logistics of who will work in the shop, what products you’ll be selling, the payment operations, the opening hours, et cetera. Promote your pop-up shop via social media, flyers, bloggers, and reporters, and get ready for opening day.