Make it fun
A pop-up shop is like the uncle who breezes
into town and takes the kids to play laser tag, ride
roller coasters and buy candy—then heads home.
“People walk into pop-up stores with different
mindsets,” Gonzalez says. “They want to be sur-
prised and delighted.”
Pop-Shop by Jo Louise is well known for its
opening nights and ladies’ nights with delicious
food and wine, Harding says.
Gardner hosts two- and even three-for-one
events for her busy customers. “We do networking
wine nights and partner with jewelry designers to
make it a social thing,” she says. “Most of my customers don’t like shopping for work clothes. Making
it social makes it more fun.”
Look down the road
Set goals beyond sales, Gonzalez recommends.
A pop-up shop can be a good way to test a new
neighborhood, launch a new product line and learn
more about your customers. You can collect information to build email lists and determine what items
are popular, what items get picked up the most and
whether your hours are a good fit for your clientele.
“Pop-up shops are a way to educate your cus-
Help from your friends
tomers, create new brand evangelists and a giant
focus group willing to talk publicly about what they
think,” Gonzalez says. “You can get more ROI [return
on investment] after your doors close.”
For your temporary sales force, look first to
your customers, Gardner says. They already like
your products. You can also call on friends and family. Keep your own schedule clear to step in, and
have a few extra pairs of hands you can call at the
last minute too, Gardner says.
Don’t overstay your welcome
Remember, that fun uncle eventually heads
home. Gardner recently did a three-day pop-up in
Boston as her first foray into that market. Usually
her shops are open no longer than a month, so
shoppers know they have to fill that shopping cart
today or tomorrow. Stay longer and shoppers will
buy less, she says. Harding’s shop, now in its ninth
season, is open for eight weeks around the holidays
and eight weeks in the spring.
“You really have to get to the party,” Gardner
says, “Because the party is not going to be going on
every single night.” C
Karen Haywood Queen covers personal finance,
health and the smart grid for a variety of publications.
• Pop Up Business for
Dummies, by Dan
Thompson (John Wiley &
Sons, 2012; not available at
HERE TODAY ...
CONTINUED FROM PAGE 33
Warm up to
Trademarks are owned by or licensed to the GSK group of companies. Lipton® is a registered
trademark of the Unilever Group of Companies and is used under license.
©2016 GSK group of companies or its licensor.;All rights reserved. CHUS/CH THRFL/0057/16
Use only as directed.
Use product only as directed. Always read full product label.
DAY NIGHT DAY NIGHT
WAREHOUSE ONLY | AVAILABLE NOW