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Open a Pop-up Shop in 9 steps
Open a Pop-up Shop is an extraordinary tool for communication, engagement, and reputation for a brand. But provided that its implementation is well carried out! To create a buzz and captivate consumers, you must be in control of all the stages of opening your pop-up shop.
Because the launch of a pop-up shop project is a rallying, restrictive, and complex, we have detailed, step by step, how to open a pop-up shop that hits the target. In case you are scared of taking the whole responsibility, you can hire a proper Pop up Shop Agency to help you do it.
Step 1: Clarify your strategy to open a pop-up shop
Before embarking on the realization of a project to launch a pop-up shop, it is always better to clearly establish a strategy. What are your goals? Do you want to increase your brand awareness, try a commercial location or acquire new customers? Who do you want to attract to this pop-up shop (target audience)? Which products (all, or part of your offer)? To succeed in your pop-up shop, take the time to think about your ambition. This will then guide the completion of the different stages of your event.
Step 2: Set the budget for your pop-up shop
To easily open your pop-up shop, anticipate its budget. So you will better visualize all the tasks to be accomplished and better understand your possibilities in terms of space rental. Think of all the costs: the rental of the place, its layout, its decoration, communication costs, staff, equipment, etc. By budgeting upfront for the amount of your project, you will optimize the different components and move forward serenely. You will be able to deduce the turnover to achieve for your event to be profitable, and thus see if your operation is realistic.
Step 3: Target a good period to open a pop-up shop
Generally, when we consider launching a pop-up shop, we already have a calendar in mind. Depending on your strategy and also your budget, you will be able to specify an opening period. There are times of the year that are more conducive to shopping, so there’s likely to be more sales there. But you can also choose to open a pop-up shop at a quieter period which will then be less competitive, more affordable and which may serve a branding objective. You must of course also take into account your activity to determine your calendar: shaving equipment for Father’s Day, hats in the fall, etc. Then, see the duration of your pop-up shop: two days, a fortnight, a month, etc.
Step 4: Find your pop-up shop location
Once these first steps are over, you will be able to start looking for your space. Start by asking yourself about its location: which city, district, and hub? Depending on your brand and its positioning, ask yourself where you will be able to meet the customers you’re targeting. Where do they go? Which shop do they frequent? After determining an area, find the ideal space. Visit the premises by analyzing their characteristics and any work to be carried out. What do you need (surface, storage, toilets, etc.)? What types of space should be favored (on the street, in a shopping center, etc.)? What style corresponds to your brand (contemporary, vintage, atypical, etc.)? It’s up to you to find the ideal place for your pop-up shop!
Step 5: Sign the rental of your space
Once you have identified your dream outlet, you will enter into a lease to open a pop-up shop. You will have to avoid the classic commercial lease (3-6-9) which commits you for a minimum of three years. You will rather sign a precarious or seasonal lease. Pay attention to the possibilities of renewing your lease if you reserve the opportunity to extend your operation beyond the duration initially planned.
Step 6: Carry out the regulatory procedures
Opening a pop-up shop is considered creating a secondary establishment for your business. Also it is necessary to declare it as such in the Trade and Companies Register (RCS) of the Chamber of Commerce and Industry (CCI).
Step 7: Arrange and decorate your pop-up shop
To maximize the benefits of your pop-up shop, its layout is essential. It must offer a unique, unusual, and memorable shopping experience. Do not hesitate to be accompanied by a professional, such as an interior decorator. While this may cost you a pretty penny, it is a profitable move for such an event. A good professional will find you good ideas, not necessarily very expensive to enhance your raw space. If you plan to open a pop-up shop regularly, you can ask to design standard furniture that you will reuse and thus you will save on interior fittings. In addition, a pro knows the best practices in terms of shop layout and merchandising. To be successful, your pop-up shop must fulfill multiple objectives: promote your brand, promote your products advantageously, meet the aspirations of your target customers, and optimize the available space.
Step 8: Provide logistical conditions
A buzzing pop-up shop is necessarily a well-organized shop. Also anticipate the necessary logistical contingencies: staff recruitment and organization, inventory management, inventories, space security, insurance, cashing, etc. It will facilitate your collections by stimulating customer satisfaction. Thanks to its intuitiveness and ease of use, your sellers will be able to focus entirely on your customers.
Step 9: Plan for the marketing of your pop-up shop
To open a pop-up shop that achieves great success and all you aim to, it is impossible to ignore communication. You can not only rely on onlookers passing by your shop! What is your marketing plan? Depending on your target audience, plan to deploy a variety of communication on several channels: flyers, urban display, social networks, emailing, etc. The shorter your event, the more interesting it becomes to tease it to raise the consumer interest even before the place opens. And finally, plan an inauguration with a premium evening. A program of events (demonstrations, workshops, tastings, meetings, etc.) throughout the duration of the pop-up shop is also very interesting to maintain public interest and attendance dynamics.
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