Hopefully you’ve visited Storefront and found a great space in New York City or San Francisco that feels just right for your pop up store. You find yourself thinking about the store and imagining customers mingling inside, checking out your products and buying up your inventory. This is an exciting idea. You realize that you’re seriously thinking of having a flash sale. Now, take a deep breath. Just how are you going to make it happen? Clients usually seek me out right about this time and I help them through the process. And if you’re at the point where you are thinking of opening a pop up store, here are some things you should consider.
Have a Strategy
Who is your target customer? What are your goals? When will your store be open? Where exactly will your store be located? Why will customers come by? How will they know about it? The strategy hurdle is a crucial step. Create your strategy and then tweak it with your team. Make sure everyone is clear on the details, then delegate and follow-up, often.
Collect a Team
To design the interior and coordinate all the details, you can DIY, work with friends and family or hire a designer. It’s essential to put a select team together. The important thing is to work with people that understand your goals and support your efforts. Usually, the property will have staff to assist you with certain tasks, too.
Keep Design Simple and Upcycle
In terms of design, keep things simple. You need a few display and seating pieces that make a bold statement and compliment the space so that it loses any generic look and feel. You can rent or buy these pieces. I like to accentuate any existing architectural detailing with uplighting. It makes the space feel warmer and can also be used to highlight product. Upcycling (converting a useless product into a new product of better quality) should be part of your plan. Mirrors are a great way to upcycle. They can be created by converting an old wood door or shutter into a spectacular standing mirror. Just visit an architectural salvage site, find a relique in need of some love then paint or refinish it and have a glass shop custom cut and install mirror. Add a sturdy but collapsible stand at the bottom back and you will have a very creative and useful decorative element. Antique stores and flea markets are great places to find unique signage, special accessories and decorative items, too.
Show You Care
If you plan to serve refreshments, continue the environmentally friendly approach and use glass pitchers with glasses and dishware or at the very least compostable cups and plates. It does cost a little more, but your customers will notice and appreciate your thoughtfulness. Also consider teaming with a non-profit to raise awareness, educate your customers and serve a good cause.
Enjoy the Experience
Your pop up store should be an enjoyable experience for you and your customers. Hold tight to this belief, work through the ups and downs, and smile. You’re living your dream and finally do have your very own store!
As always, leave a message to continue the conversation and feel free to contact me @gustiecreative or at www.gustiecreative.com to brainstorm some creative retail ideas.
Photo by @iStock.com/A-Digit