There are many reasons why you may want to set up a pop up shop. Maybe you are looking for a way to connect with your customers in a more intimate way? Or maybe you want to test the waters for a new product or location and watch consumer responses? For most businesses the desire to open a pop up derives from the need to boost sales; broaden brand awareness and test out retail strategies.
And we have to agree – pop up shops are a fantastic way to avoid costly mistakes and determine what your customers want.
Yet, before you jump on board and decide to launch your own pop up shop, there are a few things you need to consider. Primarily – how would this differ from a regular store?
You see, whilst your pop up may represent your company and brand; the way you present them will be vastly different from your regular shop.Take the following differences and considerations:
1. It is a temporary space – pop up shops aren’t designed to last or be fixed. Instead, their purpose is to be quick to set up and take down.
Bearing this in mind:
- You need to be able to quickly assemble and deconstruct your fixtures and layout. One great tip is to create changing rooms using temporary partitions. Not only are these adjustable – meaning you can alter their size with each shop you use – they are easy to build compared to their brick and mortar counterparts. These same rules apply to stands, displays and shelving – everything should be quick to set up and pack away.
- When designing this space you need to create an interior that is inspired with a professional finish, yet functional.
- Keep it clutter free – this will ensure that the space is easy to navigate and clear to the customers. This will reinforce the element of professionalism to your customer.
- Evaluate the space – before you open, is there anything that needs repairing or repainting? Is there anything you can do to brand the interior that won’t cost a fortune or go against your rental contract?
NOTE: if you plan to paint, do the whole store as fresh paint in one section will make the rest of the store look patchy.
2. Higher volumes of customers in one day due to hype – pop up shops are a novelty as customers know they won’t be around forever. Knowing this, you are likely to witness higher volumes of customers coming into your store as they won’t want to miss out on the exclusives you have to offer.
Now, it is essential that you are equipped to handle not only this high volume of bodies, but that you can give them all a pleasant shopping experience. This means making sure that your walkways are generous so that the store doesn’t feel overwhelming and that your displays are elevated so that they are easy to spot. Likewise, you need to pay attention to your lighting to ensure that your store is inviting, welcoming and easy to navigate.
Next, you need to give your customers a reason to want to come to your pop up. Whilst customers will never say no to deals/discounts, you need to go a step further and offer them an experience where they can interact with products they aren’t able to get anywhere else e.g. press previews, customer parties, classes, etc. This element of exclusivity and engagement will entice them in and make your store the place they want to be
- If your store is dark and gloomy, incorporate atmospheric lighting in the form of lamps into your design to help highlight displays and create intrigue. Similarly, clip-on spotlights can create a dramatic effect.
- Flexibility within the design of these spaces is key so they they can be re-positioned to allow for events (room for equipment/ bar etc)
3. Limited time span – now we are not talking about limited time offers here. What we are referring to is how your temporary presence will give you less time to make an impression and drive sales.
The key to succeeding in this situation is to focus on your branding. By using the same fonts and colours from your brand across your displays and decorations, you can ensure that your pop up embodies who you are. More importantly, by making sure your brand is present in every nook and cranny of your store design; you can immerse them into your store experience and ensure that your brand is unforgettable.
Another tactic you can use to make the most of the time customers are spending in your store is making sure that you clearly display your best products and offers in the best positions around your store. Track your consumer behaviour in store; what journeys do they take? You can then re-merchandise your store to reflect the popular routes or displays to ensure maximum effect.
- Don’t rely on displays alone to sell your product. Use signage to explain to customers exactly why the products are there i.e. what makes them bestsellers? Why are they better? Why are they seasonally relevant?
- Don’t overcrowd your displays – this makes it harder for customers to know what to focus on; increasing the chance that they will pass the display by instead of engaging with it.
- Colour scheme – alongside your brand colours make sure you use the right colours to set the right tone. If you want a calming environment opt for neutral colours. If you want to excite them, choose vibrant shades. Likewise, light colours can help to make spaces look bigger, while deeper colours can make the space feel more intimate.
- Fonts – stick to one or two from your branding and keep them consistent across your signs, posters and price tags.
- Shop windows – use these to your advantage to engage and communicate with your customer. This means they need to be unique and eye-catching whilst still managing to explain what your pop-up store is about. Use the maximum height and depth of your window; use different heights and levels i.e. suspend items – to grab their attention; consider the size of your products e.g. use a plinth and backdrop if they are small to create a visual impact, and harness lighting/spotlights.
As you can see, with the right strategies you can bridge the physical gap; boost brand awareness, and maximise consumer engagement/interactivity, as well as design your store in such a way that it is truly memorable.
To learn more about designing a pop up shop; your layout options and how to strategically place signs/fixtures, contact our team at Resolution Interiors today.