Changing places
There is no mistaking the seismic shift that is taking place across the global retail landscape.
The arrival of online commerce has changed the retail landscape forever and a re-sizing/re-grouping is underway, where we are witnessing the fall of household retail names on our High Streets and in our Malls.
This does not mean that brick and mortar (bricks) retail is dead — far from it. Globally, online sales account for under 20% of ALL retail sales.
Yes, 80% of all retail sales are alive and kicking and taking place in a high street or shopping centre near you.
So why all the closures?
We’ve witnessed the collapse and closure of some of our favourite long-time brands and retail chains, but at the same time, we’ve witnessed the arrival of new and funky brands that have gone on to be hugely successful. What are we to make of all of this?
Perhaps we should think of retail as going through a re-sizing or re-grouping. Physical retail is still passing through mass migration online and a large number of businesses are still working to smooth their operations between bricks and their online (clicks) presence. Systems, fixes and work-arounds are an ongoing work-in-progress for many. The brands that will ride the crest of the current retail evolutionary phase, are the most customer centric businesses, that are supported by best-in-class tech tools that do the job well.
And there is yet another phenomenon going on — it’s not just physical brands that are striving to run smooth and integrated online extensions to their core businesses. Online brands that are born digital, are more and more, switching on to the idea that there is much to be gained from opening a physical store, at least a temporary one to begin with.
Why do brands decide to popup?
Here’s a look at some of the reasons why an online brand might decide to pop-up;
· To reach new audiences — there is nothing like face to face contact with your target audience and a pop-up shop in your desired demographic is the ideal way to reach and hear from those that you sell to.
· To trial/validate a new idea — A pop up shop is an ideal way to test and receive feedback using limited supply/availability of a new product
· To test physical retail with reduced overheads — It could be that you wish to have a permanent presence in brick and mortar. A pop-up shop is an ideal format in which to test and validate new ideas with a specific demographic in mind.
· To sell seasonal products — Christmas and high summertime are both times of peak trade and it may be that it’s simply not worth paying for permanent space outside of your peak trade times. A pop-up shop is an ideal option for seasonal trade.
· As a marketing event — If greater brand exposure is the thing you are after, then a pop-up shop provides the actual shop window and in-store experience in which to try and buy.
· To deliver product demos — similar to the point above, pop-ups are ideal settings in which to provide product demos and customer care.

The move from clicks to bricks
There are a number of considerations to bear in mind before taking the plunge and setting up a physical store. A popup shop can be a great 1st step and a trial run before you commit big.
This post helps you navigate the journey towards your 1st successful pop up shop.
What should I plan for?
Get used to the idea that physical retail requires a greater initial outlay than online retail. You are creating an environment into which, you are going to invite your guests (AKA customers). This will require an outlay of cash to dress your new physical location and fill it with enough stock to sell and to present. Here’s a breakdown of some of the things you’ll need to consider;
Building related expenses
· Rent
· Utilities
· Insurance
· Internet WI-FI/phone sockets
Visual merchandising
Flair is everything — learn from the best but don’t forget to be creative and resourceful. Fitting out your pop-up shop needn’t break the bank. It’s possible to create a delightful and inviting space, using re-cycled and up-cycled fabrics and items. Have a theme in mind that runs throughout your store. If for example, you go for a retro fit, stay true to the period, be authentic when choosing antiques and collectibles.

Cheap is certainly not nasty when done with flair.
· Fixtures and fittings — These can be bought off the self from retail shopfitters, but you can also be creative and create your own forms of displaying your wares
· Dressing items/props — An interesting and compelling shop interior requires ‘dressing’. These are interesting or coordinating items that add appeal and style to your popup.
· Cases and shelving — See fixtures and fittings. For clothing stores, you can use anything from an antique wardrobe to a modern glass and steel unit.
· Wall décor, paper, paint — Apply with liberal amounts of style.
· Health and safety — don’t forget that during all this fun and experimentation, keep safety of your customers at the front of your mind. Secure any heavy items, fix large display units to walls, tape down rugs, ensure antiques don’t have protruding nails, splintered or split wood etc. Ensure that all wires are concealed and that there is nothing you could trip over. It’s advisable to consult with a health and safety professional to ensure that your popup is hazard -free.

Inventory — Have a product strategy, execute well
Nothing looks worse than a pop-up that is poorly stocked and/or poorly displayed. If this is your first physical retail endeavour, there are some principles that you’ll need to get acquainted with, which we touch on below. Begin by answering these five questions;
1. How quickly does your inventory move/turn?
It’s important to look at this because how quickly you expect to sell merchandise, affects how many you display, how many you keep on site in a stock room or lock-up, and how many can be held in reserve by your supplier etc.
2. How much stock room space do you need?
This can be answered by no.1. The function of your stock room is to provide quick replenishment for items that sell. Your stockroom is not for long-term storage. In order to support your pop-up trade, keep your stock room strictly for replenishing items that are/will sell and need replacing.
3. How will you receive deliveries, replenishment?
And while we’re on the topic of replenishment, how will you receive or re-stock your pop-up? Is there vehicle access within range, are there parking restrictions or permits that you’ll need to acquire. Check these out before agreeing to a pop-up location, because of potential impact to trade.
4. Does your POS/e-commerce system provide adequate visibility of inventory across your online and physical locations?
You will need a system that supports and reports on your inventory by location so that you can see the stock position in your pop up. This will allow you to view sales and stock and help with decisions about replenishment of stock.
5. Will you offer click and collect from your main website?
If you are an online merchant, venturing into bricks for the first time, do you have the capability to fulfil online orders within your store (click and collect)? Your loyal online customers may wish to visit your pop-up, having already purchased online from you, so it’s likely that at some point, some online customers will want to collect in store. What you don’t want to happen is for a pop-up customer to attempt to purchase items that have already been sold online but have not yet been withdrawn from sale. This is known as over-selling and you don’t want to get into a tug’o’war with your pop-up customer because they’ve tried to purchase an item that’s already been sold via your webstore. It happens. It’s ugly.
Buying stock and planning for your pop-up store
To set-up your pop-up shop for success, you’ll need to do some basic planning of your product range and how it will fit into the space that you have.

These are the numbers you’ll need;
· No. of product options — i.e. how many different products will go on sale. Include all colourways e.g.
plain t-shirt in pink, grey and white = 3 product options.
· Next. List ALL your fixtures — this should include every place from which you will display/sell stock (e.g. cabinets, shelves, hanging rails, display tables etc)
· Make a note of how many product options you will sell from each fixture.
· You can now create a list of all fixtures, how many product options each fixture can accommodate, and therefore, how many options can be displayed in your pop-up shop at any one time.
· How does the total no. of product options to go on sale, compare to the number of product options that can be accommodated at any one time on your fixtures? Do you have a problem?
Some additional things to consider;
· Some items are limited supply only and are expected to sell out and be replaced by new options
· Do a floor plan and check that your products fit into and display well on the fixture that you’ve designated for them
· Does your range look coherent when displayed on your fixtures?
· Does your choice of fixtures bring out the best in your product range and encourage multiple purchases, browsing and ultimately, a purchase?
How to build a coherent product range
Quick Fixture quiz — test your fixture planning skills
Pop-up store A has planned for their central product table. Look at the fixture plan below;
Q1 Is this popup making full use of the capacity of this fixture?
Q2What items could they add to the range that would complete the display and increase range coherence?
Q3 What might be the impact of Q2? (clue: mix and match encourages multi-item purchases and leads to increased revenues)
Tech requirements
· Internet access
· POS (point of sale terminal) Ensure that this works well with your e-commerce back office, because, you are, at the end of the day, a single business and you will need to review the performance of your inventory by location as well as the total picture.
Hardware requirements

Barcode scanner
Till draw
Credit/debit card reader
Laptop/pc/iPad
Marketing –find the watering holes
Here are some suggested ways to get in with your new local community
· Local meetup groups with common interests
· Local papers, radio, community newsletters
· Facebook groups in the locality
Facilities/Location
Your customers may need these facilities as much as you do. Just as your web store needs traffic before you can make a sale, your popup store will also need people-traffic, known in physical retail as footfall. You need the footfall before you can make a sale, so visit your shortlisted locations and note the footfall and whether you think it is sufficient to support your trade/forecast sales. (You ARE forecasting sales, aren’t you?).

· Stock room space
· Toilets (staff only or for customers also)
· food outlets nearby
· Target audience of local shops/demographic
· Changing rooms
Location, location, location
Your product range and target audience will lead you to your ideal location, best suited to your needs. Here are some useful tips/resources;
· Within a dept store
· Market Hall
· Gallery or Event
· Shopping Mall
Further useful resources for finding your ideal pop up space;
· Town Halls, Economic development units, biz forums
· Retail journals
And finally….
GOOD LUCK WITH YOUR POP-UP-SHOP!

Have questions?
Ask here: hello@theprosperousshop.com
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