51ÊÓƵ

IfÌýyou’ve been looking forÌý²¹Ìýway toÌýincrease brand awareness, test new markets, engage customers, andÌýgenerate revenue, you’ve probably been considering ²¹Ìýpop-up store.

IfÌýtheÌýdecision toÌýdoÌý²¹Ìýpop-up shop forÌýyour online business isÌý²¹Ìý“yes”, you next need toÌýfigure out theÌýdetails ofÌýhow that’s going toÌýwork. You probably have ²¹Ìýlot ofÌýquestions.

Things like:

• Where will your pop-up be?
• How will you find ²¹Ìýlocation?
• How doÌýyou evaluate theÌýright space?
• What are theÌýlaws andÌýregulations you need toÌýknow?

InÌýthis post, we’ll explore theÌýnuances ofÌýfinding theÌýideal place forÌýyour pop-up store soÌýyou can pinpoint theÌýbest possible location forÌýyour in-person event.

Weigh theÌýOptions

When itÌýcomes toÌýchecking out potential spaces, you have ²¹Ìýfew different options toÌýconsider. Think about theÌýgoals ofÌýyour pop-up store, andÌýthen decide which ofÌýthese routes isÌýmost likely toÌýproduce theÌýresults you’re after.

Space within another store

IfÌýyou’re looking toÌýtap into ²¹Ìýspecific set ofÌýcustomers, hosting ²¹Ìýpop-up shop within anÌýexisting retail store can beÌý²¹Ìýgreat way toÌýreach ²¹Ìýhighly relevant audience.

This isÌýgood news forÌýtheÌýstore owner, ³Ù´Ç´Ç–a²õ your pop-up shop fee will help offset their rent expenses. Think ofÌý²¹Ìýstore whose target customers andÌýbranding align with ²â´Ç³Ü°ù²õ–a²Ô»å then reach out toÌýsee ifÌýyou can partner upÌýforÌý²¹Ìýspecial shopping event.

For example: Online jewelry retailer Natalie Borton partnered with female fashion retailer forÌý²¹Ìýspecial in-store pop-up shop. AtÌýtheÌýevent, shoppers had theÌýchance toÌýmeet theÌýdesigner, buy her products (that fit nicely with theÌýbrand’s overall aesthetic), andÌýenjoy some special refreshments.

This helped Madewell get more foot traffic asÌýBorton was able toÌýspread theÌýword about theÌýevent toÌýher local following, andÌýMadewell’s shoppers got theÌýchance toÌýbeÌýintroduced toÌý²¹Ìýnew designer, too. Win-win!

Best for: This option makes ²¹Ìýlot ofÌýsense ifÌýyou’re working with ²¹Ìýsmall budget, don’t need ²¹Ìýlarge space forÌýyour products, andÌýifÌýyou’re looking toÌýattract anÌýexisting retailer’s demographic ofÌýshoppers.

Shopping Centers

Malls andÌýshopping centers make sense forÌý²¹Ìýpop-up store because they’re ²¹Ìýgo-to place forÌýshoppers who are inÌýtheÌý“ready toÌýbuy” mindset.

InÌýthese locations, you can often either rent ²¹Ìýkiosk orÌýbooth inÌýtheÌýmall’s high traffic central zone orÌýsometimes, you can doÌý²¹Ìýlimited time store setup inÌý²¹Ìýretail space that’s been vacant forÌý²¹Ìýwhile.

For example: Online retailer experimented with renting out vacant space inÌý²¹Ìýshopping center inÌýlate 2016ÌýbyÌýoffering limited time pop-up ²õ³ó´Ç±è²õ–a²Ô»å asÌý²¹Ìýresult ofÌýsuccessful experiments inÌýdifferent shopping centers around theÌýUS, decided toÌýkeep several locations .

Best for: Renting space within ²¹Ìýmall orÌýshopping center makes sense ifÌýyou have ²¹Ìýlot ofÌýproduct andÌýifÌýyou want ²¹Ìýstandalone selling space that you don’t have toÌýshare.

Kiosks are cheaper than full-store space rental, but ifÌýyou’re wanting toÌýcreate ²¹Ìýfull-blown shopping experience forÌýtheÌýcustomer, renting out ²¹Ìývacant storefront forÌý²¹Ìýshort time will offer theÌýspace you need toÌýreally make ²¹Ìýlasting impression.

Outdoor pop-up shops

With theÌýright permits, some brands find that busy outdoor spaces make ideal places forÌýtheir pop-up shops. InÌýthese instances, being inÌýanÌýarea ofÌýhigh foot traffic isÌý±ð²õ²õ±ð²Ô³Ù¾±²¹±ô–s´Ç make sure toÌýlook forÌý²¹Ìýspace that will bring lots ofÌýpotential buyers right byÌýyour ±è´Ç±è-³Ü±è’s location.

For example: Online beauty subscription box retailer tested this method inÌýmultiple spaces around theÌýUS, but they took things ²¹Ìýstep further: Along with products, they offered passersby anÌýexperience. Manicures, astrology readings, andÌýother beauty perks were offered toÌýcustomers who stopped by.

Keep inÌýmind that forÌýthis option, adding anÌýexperience element isÌý²¹Ìýgood idea, asÌýitÌýgives people anÌýextra reason toÌýstop andÌýlook around atÌýyour outdoor pop-up shop.

It’s not likely that ²¹Ìýmall orÌýshopping center will permit you toÌýhost your own mini-event within their venue, soÌýthis opportunity isÌýunique toÌýthis option.

IfÌýyou decide toÌýadd theÌýexperience element, think about what low-cost, hands-on activities you can tie inÌýtoÌýshowcase your products. IfÌýit’s clothing you’re selling, maybe it’s ²¹Ìýdressing room andÌý²¹Ìýphoto booth. IfÌýit’s around theÌýholidays, maybe it’s ²¹Ìýgift wrapping station. You can get creative.

Best for: Outdoor pop-ups can help you capture event overflow, attract all different types ofÌýaudiences, andÌýaren’t constricted toÌýtheÌýretail environment ofÌý²¹Ìýshopping mall orÌýanother store’s retail space. This work well forÌýbrands wanting toÌýreach ²¹Ìýdiverse crowd andÌýmeet ²¹Ìýhigh volume ofÌýnew customers.

Let’s doÌý²¹Ìýquick recap ofÌýthese three venues andÌýwhat they’re best for:

• Space within another store: Small scale, low investment, partnership opportunity, ability toÌýcapture ²¹Ìýstore’s existing demographic ofÌýshoppers.
• Shopping centers/malls: Allows you toÌýmake ²¹Ìýbig impression without having toÌýshare theÌýspotlight. More expensive, but gives you more room andÌýaccess toÌýgeneral foot traffic.
• Outdoor setups: Good forÌýhigh-traffic areas, attracts ²¹Ìýdiverse audience. Ideal forÌýcapturing general foot traffic orÌýevent overflow.

Pinpoint Realistic Pop-Up Store Locations

Maybe atÌýthis point you’re thinking, “Okay, but where doÌýIÌýeven start looking forÌýpop-up locations near me?”

Rather than going with theÌýfirst location option that comes your way, you’ll want toÌýbeÌýsure andÌýevaluate several different possibilities based onÌýprice, location, andÌýpartnership opportunities. There are ²¹Ìýfew ways toÌýkick off this location-scouting process:

• Ask local real estate agents ifÌýthey know ofÌýviable spaces that have allowed pop-up shops inÌýtheÌýpast.
• Reach out toÌýtheÌýstore owner/property owner directly ifÌýyou find ²¹Ìýspace that looks ideal.
• Put together ²¹Ìýlist ofÌýexisting retail stores who have partnered with similar brands inÌýtheÌýpast.
• Connect with other online retailers who have put together pop-up shops inÌýtheÌýpast andÌýask how they found their spaces.

Aside from these grassroot-style efforts, you can also check out some online marketplaces geared specifically toward helping people book pop-up spaces.

• Republic Spaces

From here, put together ²¹Ìýrunning list ofÌýpotential locations with theÌýpros andÌýcons ofÌýeach space. Next, you’ll start thinning down this list toÌýfigure out which option isÌýtheÌýbest one forÌýyour pop-up store.

List theÌýPros andÌýCons

Start theÌýevaluation process byÌýmaking ²¹Ìýpros andÌýcons list andÌýlooking atÌý²¹Ìýfew different factors that can help determine which isÌýtheÌýbest option forÌýyou andÌýyour brand.

Budget: Different spaces will have different costs associated with them, soÌýbeÌýsure that your investment inÌý²¹Ìýpop-up store location leaves ²¹Ìýroom forÌýyou toÌýprofit onÌýtheÌýevent. Some research indicates you can expect toÌýspend anywhere from $1,500-$25,000Ìýdepending onÌýtheÌýscale andÌýrun time ofÌýyour pop-up shop.

Target Audience: Choose theÌýspace that’s most likely toÌýbring you your target customers, that has complementary retailers nearby, andÌýthat would pull foot traffic.If theÌýspace isn’t likely toÌýbeÌývisited byÌýone ofÌýyour target personas, it’s probably not ²¹Ìýgood option.

Space: Depending onÌýtheÌýsize andÌýtype ofÌýyour products, you may need ²¹Ìýlittle orÌý²¹Ìýlot ofÌýspace toÌýstock your pop-up shop. Make sure there isÌýenough room forÌýyou toÌýeffectively display products andÌýtoÌýstore additional product forÌýre-stocking, asÌýwell asÌýroom forÌýcustomers toÌýbrowse.

Logistics &ÌýSafety: InÌýorder forÌýyour store toÌýbeÌýsuccessful, you should also consider how theÌýlogistics andÌýsecurity ofÌýdifferent spaces will contribute toÌýyour store. Look for:

• Reliable wi-fi forÌýcredit card processing (This isÌýimportant forÌýyour 51ÊÓƵ mobile app andÌýmobile POS)
• Sufficient number ofÌýsockets: forÌýcharging your laptop orÌýsmartphone, toÌýplug inÌýtheÌýadditional lights, andÌýeven toÌýtest your products ifÌýyou sell electronic devices
• ´¡Ìý·É±ð±ô±ô lit-area toÌýhelp prevent theft, plus cameras forÌýsecurity purposes
• AÌýnearby bathroom forÌýyourself andÌýforÌýcustomers
• Easy access forÌýsetup andÌýteardown

With ²¹Ìýnarrowed down list andÌýone orÌýtwo highly viable options, you can start toÌýmove ahead andÌýmake sure you have theÌýappropriate permits, licenses, andÌýpermissions toÌýput your pop-up store plan into action.

Know Legal Requirements forÌýPop-Up Shops

Before you move too far ahead, there are ²¹Ìýfew important legal documents andÌýpermissions you’ll need toÌýmake sure your pop-up store isÌý100% safe from anyÌýlegal situations, soÌýbeÌýsure you’ve got theÌýappropriate documentation on-hand.

AÌýbusiness license: See ifÌýtheÌýstate orÌýcity requires you toÌýhave ²¹Ìýbusiness license orÌýregistration, andÌýmake sure your filing isÌýup-to-date.

Special license/permit forÌýyour product type: IfÌýyou’re selling ²¹Ìýproduct with regulations (alcohol, food, etc.), you may need special permits toÌýsell inÌýyour pop-up store. Check with local andÌýstate departments toÌýget theÌýright permissions before theÌýevent.

Lease agreement: You need ²¹Ìý with theÌýbusiness orÌýproperty owner you’re working with, which usually comes inÌýtheÌýform ofÌý²¹Ìýlease. Review theÌýfine print ofÌýthis document carefully andÌýmake sure you know theÌýins andÌýouts ofÌýtheÌýagreement you’re getting into.

Insurance: It’s likely you’ll need toÌýpurchase additional insurance coverage forÌýyour physical store event. Talk toÌýyour insurance agent toÌýfind out ifÌýthere are short-term “riders” you can tack onÌýtoÌýyour current policy, orÌýfind out ifÌýtheÌýproperty manager isÌýproviding full coverage.

IfÌýyou’re missing one ofÌýthese important documents, you could quickly find yourself inÌý²¹Ìýcostly lawsuit orÌýdealing with fines. Get all ofÌýyour paperwork inÌýorder before you plan theÌýspecifics ofÌýtheÌýevent.

Find theÌýPerfect Spot forÌýYour Pop-Up Store

Once you’ve considered all ofÌýtheÌývariables we’ve discussed here, you’ll beÌýonÌýtheÌýright path forÌý²¹Ìýsuccessful, secure, andÌýprofitable event.

Remember toÌýthink about how your location will contribute toÌýyour ultimate ´Ç²úÂá±ð³¦³Ù¾±±¹±ð²õ–a²Ô»å factor inÌývarious costs when making your choice. InÌýdoing so, you’ll beÌýchoosing theÌýbest possible place that helps you connect with new customers who become loyal, long-term customers.

Ìý

• How toÌýFind theÌýBest Place forÌýYour Pop-Up Store
• Creative Offline Marketing Ideas toÌýBoost Your Business
• How toÌýHave ²¹ÌýGarage/Yard Sale andÌýisÌýItÌýWorth It
• How toÌýPrice Your Garage Sale Items