Marketing your estate agency business can be tricky, but there…
The pop-up shop is on trend; customers flock to these temporary retail units looking for a bargain as well as for products and goods that they may not normally be able to purchase on their local high street.
But, apart from the goods you sell, there is something else that can make or break a pop up shop – the display. Just like a shop window, there is an art to a pop up displays display and various printed media can be the perfect addition to any space.
But, what else do you need to know about the art of pop up shop display?
Here is our list of do’s and a few don’ts;
Consider the lighting
The right lighting can make all the difference, as it can attract attention to your pop up shop BUT, the wrong lighting can create the wrong impression. Lighting needs to be flattering, casting a warm glow rather than harsh, bright light.
Your pop up shop lighting needs to suit your products as it will tie it all together. But don’t be afraid to mix it up too! Don’t just rely on one single bit light, but look at using some smaller, spotlight type lighting to highlight key area; this is also a great way to draw the eye to certain products too. Lighting can be used to ‘guide’ your customers.
Be clear about your message
And this is where large, printed materials come in. Posters are a great way of getting a clear marketing message across to customers; simply telling people what you are, why you are there and what they can get from you and when!) is essential information, and not to be underestimated.
Pop up shops are also temporary and this is a marketing ploy handed to you on a plate. Why not invest in pop up banners that clearly communicate to the passing populace how long your pop up shop will in the shopping centre, the high street etc.
Change the display regularly… even if you are temporary
Every shop owner will tell you that a window display needs to change regularly in order for people and customers to notice the shop front. And, despite your temporary nature, the same should be applied to any pop-up shop display.
Pop up shops are great for clothing retailers, and having a shop front is one way of showcasing your products. But don’t assume that the same trouser suit and winter coat on two mannequins in the front of your store should stay there for the 3 month period!
Change weekly if necessary, and use posters and inexpensive banners to communicate deal of the week or month to potential consumers.
Get your timing right!
The success of any pop-up shop depends on timing, especially if your product is seasonal. You may it difficult to sell bikinis, even if they are half-priced designer ones, in the run up to Christmas BUT, in the hubbub of spring, when people are looking forward to their impending summer holidays, this will could work.
And the same goes for the display of a pop-up shop. Make sure that the items you are displaying are timed perfectly; if it is snowing outside, display your hats, scarves and gloves in the front window!
Don’t think that your display is fixed; far from it! Keep your display fluid and responsive to the time of the year, as well as the weather (in some cases!).
And finally, two don’ts…
- Do NOT clutter
Some people go for the busy display but, there is a fine line between trendy and busy and being cluttered. An effective pop-up shop display needs not to be crammed – it is not about cramming as much as possible into a small space!
The idea of a pop-up shop display is that the passing populace has a snapshot of what is on offer in your pop up shop. Experts will tell you that clutter is a sales killer; people cannot see what you have on offer. They just see a clash of colours and ‘things’; this actually makes your display less visually attractive… and this may be putting people off from entering your premises as this jumble feel is not something that as consumers we expect from a high street retailer.
Step back and take an objective look at what the display is telling people about your pop up shop…
- Do NOT be lazy
It can be tempting with a temporary pop up retail experience to set up a display and do nothing with it after this original set up. Your display needs to be clean and tidy (what does a dusty display say about your premises?!). Your display does not have to be expensive or time-consuming in its creation so, stay on top of it!