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Floorspace busting at the seams? Fascinating pop-up shop tactics that can help your business grow

There are two types of creativity in our business: Product Creativity and Business Creativity.  

Admittedly, many hours are spent on product creativity- finding the perfect mix of fresh-cuts, sourcing the optimal assortment of plants and finding the latest products that’ll propel our stores well-ahead of the competition. But there’s more…

popup2 Developing a creative consumer-centric business strategy for the future will determine the solvency of our business long-term. Even within the four walls of our own stores, our floral shops compete for floor space. Today, we have the perfect storm: lack of floor space combined with a customer expectation that the “store comes to them.”

Cutting-edge retailers are not waiting to solve the debate between online and offline preferences. They’re bringing the shopping experience-out from behind a store window and shopping mall-and directly into the customers’ neighborhoods.   Today, the pop-up store industry is reaching $10 Billion and continuing to grow as wireless and contactless payment technologies become commonplace. In fact, operating a pop-up shop costs approximately 80 percent less in operational costs than a similar brick-and-mortar establishment.

So, let’s run down a list of five basics tips for expanding into your own successful pop-up shops:

Location

1. The most successful pop-up shops fill a void that cannot be easily filled in an in-store environment. They are uniquely located in the hotbed of a neighborhood or business complex, with frictionless access:

Open Lot/Sidewalk/Tent Structure

Mall Kiosks/Trunk Sales

“Food Truck” Model

Hospitals/Airports

Office Complex Lobbies

Gallery/Event Space

Pop-Ins (store-within-a-store)

2. The most successful pop-up shops are different than a “store” experience. Think “food trucks”. People don’t stop at a food truck and expect a restaurant dining experience. In fact, the fun of eating at a food truck is the eclectic array of offerings and the “home-like” eating experience.

Expand the pop-up store experience past the product, alone, by planning activities such as musical events, exclusive sales, contests and customer interaction. Remember, the customer will expect a different experience than they receive when shopping in a normal store.

Logistics

3. Be sure to check with local government agencies to find out if any special permits are required. Plan logistics in advance such as deliveries, storage, cash management, security, lighting and adequate parking. Once you have the “working-system” down, it’ll become a very routine process and more time can be spent on the more fun activities!

Marketing

4. Use the latest technology to promote your new pop-up stores. Digital emails, posters, local newspaper ads, flyers and location-finder apps. Also, be sure to advertise in other high-traffic establishments such as coffee shops and supermarkets, using a strong promotional offering to drive traffic into your new store.

Evolving

5. Research new technologies in the retail space and become a student of consumer behavior. Indeed, a satisfied customer in a compelling, convenient environment is the best business strategy of all. We can never stop learning, because business never stops teaching.