If you’ve been looking for a way to increase brand awareness, test new markets, engage customers, and generate revenue, you’ve probably been considering a
If the decision to do a
- Where will your
- How will you find a location?
- How do you evaluate the right space?
- What are the laws and regulations you need to know?
In this post, we’ll explore the nuances of finding the ideal place for your
Weigh the Options
When it comes to checking out potential spaces, you have a few different options to consider. Think about the goals of your
Space within another store
If you’re looking to tap into a specific set of customers, hosting a
This is good news for the store owner,
For example: Online jewelry retailer Natalie Borton partnered with female fashion retailer Madewell for a special
This helped Madewell get more foot traffic as Borton was able to spread the word about the event to her local following, and Madewell’s shoppers got the chance to be introduced to a new designer, too.
Best for: This option makes a lot of sense if you’re working with a small budget, don’t need a large space for your products, and if you’re looking to attract an existing retailer’s demographic of shoppers.
Malls and shopping centers make sense for a
In these locations, you can often either rent a kiosk or booth in the mall’s high traffic central zone or sometimes, you can do a limited time store setup in a retail space that’s been vacant for a while.
For example: Online retailer Modcloth experimented with renting out vacant space in a shopping center in late 2016 by offering limited time
Best for: Renting space within a mall or shopping center makes sense if you have a lot of product and if you want a standalone selling space that you don’t have to share.
Kiosks are cheaper than
With the right permits, some brands find that busy outdoor spaces make ideal places for their
For example: Online beauty subscription box retailer BirchBox tested this method in multiple spaces around the US, but they took things a step further: Along with products, they offered passersby an experience. Manicures, astrology readings, and other beauty perks were offered to customers who stopped by.
Keep in mind that for this option, adding an experience element is a good idea, as it gives people an extra reason to stop and look around at your outdoor
It’s not likely that a mall or shopping center will permit you to host your own
If you decide to add the experience element, think about what
Best for: Outdoor
Let’s do a quick recap of these three venues and what they’re best for:
- Space within another store: Small scale, low investment, partnership opportunity, ability to capture a store’s existing demographic of shoppers.
- Shopping centers/malls: Allows you to make a big impression without having to share the spotlight. More expensive, but gives you more room and access to general foot traffic.
- Outdoor setups: Good for
high-trafficareas, attracts a diverse audience. Ideal for capturing general foot traffic or event overflow.
Pop-Up Store Locations
Maybe at this point you’re thinking, Okay, but where do I even start looking for
Rather than going with the first location option that comes your way, you’ll want to be sure and evaluate several different possibilities based on price, location, and partnership opportunities. There are a few ways to kick off this
- Ask local real estate agents if they know of viable spaces that have allowed
pop-upshops in the past.
- Reach out to the store owner/property owner directly if you find a space that looks ideal.
- Put together a list of existing retail stores who have partnered with similar brands in the past.
- Connect with other online retailers who have put together
pop-upshops in the past and ask how they found their spaces.
Aside from these
From here, put together a running list of potential locations with the pros and cons of each space. Next, you’ll start thinning down this list to figure out which option is the best one for your
List the Pros and Cons
Start the evaluation process by making a pros and cons list and looking at a few different factors that can help determine which is the best option for you and your brand.
Budget: Different spaces will have different costs associated with them, so be sure that your investment in a
Target Audience: Choose the space that’s most likely to bring you your target customers, that has complementary retailers nearby, and that would pull foot traffic.If the space isn’t likely to be visited by one of your target personas, it’s probably not a good option.
Space: Depending on the size and type of your products, you may need a little or a lot of space to stock your
Logistics & Safety: In order for your store to be successful, you should also consider how the logistics and security of different spaces will contribute to your store. Look for:
wi-fifor credit card processing (This is important for your Ecwid mobile app and mobile POS that leverages PayPal Here or Square)
- Sufficient number of sockets: for charging your laptop or smartphone, to plug in the additional lights, and even to test your products if you sell electronic devices
- A well
lit-areato help prevent theft, plus cameras for security purposes
- A nearby bathroom for yourself and for customers
- Easy access for setup and teardown
With a narrowed down list and one or two highly viable options, you can start to move ahead and make sure you have the appropriate permits, licenses, and permissions to put your
Know Legal Requirements for
Before you move too far ahead, there are a few important legal documents and permissions you’ll need to make sure your
A business license: See if the state or city requires you to have a business license or registration, and make sure your filing is
Special license/permit for your product type: If you’re selling a product with regulations (alcohol, food, etc.), you may need special permits to sell in your
Lease agreement: You need a written agreement with the business or property owner you’re working with, which usually comes in the form of a lease. Review the fine print of this document carefully and make sure you know the ins and outs of the agreement you’re getting into.
Insurance: It’s likely you’ll need to purchase additional insurance coverage for your physical store event. Talk to your insurance agent to find out if there are
If you’re missing one of these important documents, you could quickly find yourself in a costly lawsuit or dealing with fines. Get all of your paperwork in order before you plan the specifics of the event.
Find the Perfect Spot for Your
Once you’ve considered all of the variables we’ve discussed here, you’ll be on the right path for a successful, secure, and profitable event.
Remember to think about how your location will contribute to your ultimate