Here are the main points:
- Pop Up stores are not only about sales, but also raise customers awareness, and may have a great impact on your public relationship and social media strategy.
- Be creative: Customers need to be surprised by pop up stores. Most of the time, those stores trigger impulsive purchases, so you need to find a way to attract the curiosity of people.
- Analyze the return on investment: This is something key: Pop up stores usually were not aimed to be profitable as they were considered as marketing tools to promote brands. But nowadays, if you work well on the topic, pop ups must become a way to be profitable, and actually lift up your profitability by going to high traffic locations and hence being more effective at selling. You hence must analyze your return on investment.
- Select well the location: Obviously, you should go where people are, but also, try to settle where you will have a link with the place. For example, a dry cleaner may be down a corporate offices building. A sport store near a marathon arrival...
This is also how I got to know about Melissa Gonzalez, who seem to be one of the main expert of the pop up phenomenom.
