Pop up shops are increasingly popular among online retailers looking to add a physical sales channel to their customer shopping options without adding the significant costs of a permanent location. But a pop up shop can be equally valuable to help seasonal marketers and traditional retailers increase sales.
The key is selecting a great location. That could be just about anywhere:
The old saying “location, location, location” couldn’t be more appropriate. But since the entire point of a pop up shop is limited duration, it has one tremendous advantage over a permanent retail store. If the location isn’t what you’d hoped it would be, you can easily go somewhere else next time. Experiment with different spaces. to see which work best for you.
Nonetheless, you want to generate the most revenue and get the strongest return on your investment, so it literally pays to select the best possible location. Look for these specific attributes:
What are you selling? Not every “good” location is a good fit with every product or service or every audience demographic. Has there been a pop up shop here before? How successful was it?
Who are you trying to reach? Are customers likely to be brand new to your business, or are they already familiar with you via online shopping or some other avenue? A great location will match your brand and offer the type of shopping experience your customers expect.
Whatever type of location you choose, it should provide plenty of ready-made foot traffic, so you can pop up and sell like crazy in the timeframe you’ve allotted without having to invest overmuch in marketing. Ideally, you want foot traffic that’s focused on shopping, not just a high body count. The more turn-key the space, the easier it will be, and the lower your investment of time and other resources compared to potential income generated.
Your pop up shop can be open for business one day or a few months, but let your product type and business goals determine that time length.
Follow these tips, and you'll find a great location.
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