Maximize Your Real Estate With Great Pop-Up Shop Layouts and Displays
August 27, 2017
Pop-up stores provide great opportunities to sell seasonal items or limited-run products, test new products and new sales techniques, build customer relationships, demo technical products and conduct market research. These are short-lived operations by definition, so it’s crucial to set up a pop-up store in a way that highlights your company’s brand and emphasizes your best-selling products in a way that engages customers while avoiding foot-traffic jams.
Banners and Bestsellers
One pop-up store design rule of thumb is that less is more. Don’t clutter up a retail shop by trying to cram in every available product. Make your best-selling product the focal point, and place it near the entrance to make a lifestyle statement and hook customers. From there, foot traffic should flow past well-displayed best-selling products toward the point of purchase.
First, however, you have to get the customers you’re targeting to go into the pop-up store. A great banner outside the shop can draw people in, engages shoppers and increases sales. It lets people know what your retail shop is all about, drawing in the customers most likely to buy your products, as opposed to casual browsers. Include “Pop-Up Store” in large letters on the banner to create a sense of urgency so customers are more likely to act rather than merely browse.
Product and Brand Literature
Marketing materials such as brochures, flyers and product cards can spur immediate sales and increase brand loyalty while providing information that spurs future sales and leads to product buzz. Printed materials can also prevent traffic jams in pop-up stores. You don't need a lot of people jamming up the retail shop, waiting on sales people and asking questions that can easily be answered with printed materials or by visiting your company’s website.
For example, place a conspicuous poster near the point of sale to provide answers to commonly asked questions about sales and return policies. Alongside displayed products, place product information cards that people can take with them for later reference and to share with others. Posters or brochures can also provide a substitute for physical merchandise, if your company wants to display a lot of products but the pop-up store lacks the space. Keep posters simple and not too wordy so people aren’t gumming up the aisles reading a lot of print.
Obviously, it’s a big help to maximize the use of vertical space in your pop-up store while limiting the number and sizes of fixtures. For example, use ceiling-mounted fixtures or wall sconces for lighting and wall-mount shelves to display products.
It’s also important to focus on all the little things that can add up to a cramped and unappealing store if they’re not addressed. For example, near the point of sale, keep plenty of packaging and bags to ensure seamless transactions so customers aren’t waiting around while employees scramble for store supplies. Arrange for nearby additional storage of merchandise and store supplies so you can quickly restock if necessary. Provide pre-printed forms or cards near the point of sale so customers can fill these out while employees ring up and package purchased items. Employees can enter information from these cards later when customers aren’t waiting around.
Don't forget to make a dry run or three before opening up to the public. Those little things that add up? You may not even think of them until umpteen people are waiting around to make a purchase while employees struggle to overcome unforeseen issues. Be sure to stock plenty of store supplies, such as cash register receipts, packaging and product literature, so you don't run out. The cost of such materials is minuscule compared to the great impression a smoothly-run pop-up store leaves.
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