Pop-up shops are trending and certainly giving business owners a unique way to engage with customers. But executing a successful pop-up takes some careful planning.
Entrepreneurs must always be prepared to pivot when needed because retail certainly looks different now versus pre-COVID-19. Many businesses have converted to e-commerce and have benefitted from well planned marketing strategies driving their sales while others may still be struggling to understand the intricacies of “the algorithm” and lack a plan.
But how do you host a successful pop-up shop when an opportunity to showcase your brand comes along?
Here are a few tips business owners need in order to create a pop-up experience that helps them to WIN!!
1. Know your goals
Are you looking to highlight a new product or service? Are you testing out a different market? Or building rapport with your existing audience? Business owners should always have a clear idea of what they want their pop-up shop to accomplish.
Designing a winning pop-up shop can be a huge undertaking (especially financially). By identifying a goal, you establish better clarity, regulate overspending and achieve maximum intended results.
2. Consider timing
As the seasons change so do the needs of your customer. Next, think about when your pop-up will run. The winter months have proven to be a great time to host a holiday-themed experience. Don’t forget that this upcoming season highlights Black Friday deals, Thanksgiving, Cyber Monday, Christmas and New Year’s. These are all great times to align your pop-up experience with a particular season or event that lets consumers connect in an even more impactful way.
We personally love thoughtful and unique gifts purchased by shopping small and/or local.
3. Wow, but don’t overwhelm
A pop-up’s design should stimulate consumers without overwhelming them. Take the time to properly plan the details of your pop-up so that you can create an unforgettable experience. A colorful, interactive shop will draw consumers in and inspire them to connect with your business on a deeper level. But a poorly planned pop-up will turn visitors off.
The goal… leave a lasting impression that ensures visitors have an enjoyable experience they can brag about (or post about). 😉
4. Go digital
Face it we’re in the digital age and data collection is necessary to connect with visitors long after they’ve left your pop-up shop. Pop-up shops are only the first step in creating a relationship with consumers. Also consider that it’s a great way to inspire repeat engagement. Remember… your sales funnels could be impacted by your mastery of consumer data collection that can also be used for future outreach.
5. Welcome feedback Last but not least, figure out what worked. Administer a survey and listen to consumer feedback to learn what they liked most about your pop-up – and what they could’ve done without. Take note of the elements that made your pop-up a hit and learn from any mistakes so that you can gear up to DO IT AGAIN!!
