Finding the Perfect Space for Your Pop-Up
Pop-up stores continue to grow in popularity; not just with brands, but with shoppers too. These spaces come in a wide variety of different shapes and sizes, and they all offer different opportunities and benefits.
When you are looking for that perfect pop-up space, it’s important that you are asking yourself the right questions. Consider the following points to ensure that you are popping up in the ideal location for your brand or business.
Consider your target market
In order to have a successful pop-up, you need to get in front of the right people. Take some time to get into the mindset of your target consumer and their shopping behaviours. Who are they? Where do they shop?
Consider the surrounding area
Once you’ve identified a location you’re interested in for your pop-up, make sure to do some ground research; get to know the area, the footfall, and the neighbouring retailers. Many shopping centres will have agreements with their full-time tenants which prevent them from allowing brands that offer the same product/service into their centre, so make sure you consider this ahead of time. Ideally, you want to pop-up in a space where you offer something unique or even complementary to the other retailers in the vicinity.
Hone in on the specifics
Pop-up spaces are not solely turn key units in shopping centres; they can be kiosks or spaces on the mall floor which in some cases can be more cost effective.
Spend some time getting clear on exactly what kind of space you need. How much space will you require? Is your goal sales or exposure? Will you need a connection to power or water? The clearer you are on your specific requirements, the easier it will be to find a perfect match.
What’s your budget?
Of course, budget has to come into the equation when picking a space. Pop-up spaces vary widely in price, but the most expensive don’t always translate into the most sales.
For example, you might find that a smaller, less busy centre has the right market for your product; there may be less footfall overall, but a more relevant market for your business.
In general, spaces within shopping centres tend to guarantee good results. It’s all about becoming clear on your non-negotiables, and finding a budget-friendly space to suit.