Pop-up shop, pop up store, temporary retail site, flash retailing….these are all versions of the same thing. Pop up shops are adding to the retail world by providing startups and established brands a ‘bricks and mortar’ location for a new product or season launch.
For small businesses or hobbyists with a regular market stall or an online business it’s a chance to settle in for a while and invite people both from your networks and right off the street to see, try, sample or otherwise engage in a product in a styled location with a roof!
How long do they last & what do they mean exactly by pop up?
A pop up can last just a few days or go for a few weeks and up to months! Pop ups do exactly that…they pop up for a short period of time then pack down again.
Sydney has seen the ebb and flow of retail moving from the streets of the Sydney CBD and inner suburbs to malls such as Westfields. With the demographic constantly shifting, a retail business that suits the area one week might not be the right fit in a few months to a years time. And considering most landlords want the business to sign on for a minimum of a 2 year lease this can make it difficult for some emerging brands to succeed.
Around the world in big cities like Paris, London, New York or Tokyo people are making use of empty retail sites. Some make use of the sites whilst landlords wait for the next permanent business to be ready to set up. Another area of opportunity is at sites specific to pop-ups that may be in high foot traffic locations such as malls, tourist locations and high streets.
These pop-ups have a huge diversity from art and craft galleries to brand launches or distribution spaces, even workshops, but certainly seasonal retailers like for winter clothing, halloween, xmas, Easter, mothers day …the list goes on.
But how much does it cost?
Typically a pop-up will be much less expensive to set up and in day to day running costs than and regular retail site. With overheads such as internet, water and electricity, cleaning and insurance all often included in the daily or weekly rental price you can save a bunch of time and money by popping up!
Waste can be a consideration during longer activations as due to the nature of temporary sites being sometimes empty there is no need for ongoing collection of different general waste and recycling. However it’s nothing a man with a van or Airtasker can’t fix in a jiffy!
What are the benefits of a pop-up shop?
Connecting with customers is great as the pop-up retail format allows you to personally get to know your customers and build stronger relationships.
Sell more stuff as about 95% of all purchases are still completed offline. This is your opportunity to take advantage of this retail channel.
Build awareness through marketing and PR campaigns building content for websites and social media. It’s not everyday that a business has something positive to ‘shout from the rooftops’ and a pop up can provide the perfect reason for a marketing campaign tying in images on websites and galleries and posts on social media platforms. Adding a mailout campaign through your email network or a physical print media campaign through letterbox drops with special offers and guerilla postering can increase the awareness of the site in the local area.
Consumers and the media love the excitement generated by pop-up shops and your brand can build awareness by going offline!
Testing new products and markets also suits pop ups as it gives the business a chance to get instant customer/consumer feedback in a touch, feel and even taste smell and hear environment!
Who can open a pop-up shop?
Basically anyone and everyone can open a open a pop up store. From hobbyists and emerging artists, local fashion designers to big name brands such as Menulog, Nike or Streets…may people who are on the pulse are taking advantage of pop up sites.