There are a lot of variables you need to keep in mind when setting up a pop-up shop.
Don’t know where to start?
Before you start shipping out product and setting up displays, peruse our list below and read about the four most important pieces of data you need to keep track of when hosting your first pop-up boutique.
And, if you want to learn even more tips and tricks, click here to get your free copy of Foko Retail’s complete guide to setting up a successful (and stunning) pop-up shop.
1. Sales aren’t just a bunch of numbers with a dollar sign in front of it
There’s more to your sales data than just the bottom line.
Are you torn between which items to implement in your next collection? Try doing a real-life A/B test by selecting a few products and seeing which ones sell the best. If you’ve placed your pop-up in the right area and you’re targeting your chosen demographic correctly, you’ll obtain valuable information about which pieces are working and which ones aren’t.
Hosting a pop-up can also be an excellent opportunity to get even better insights into your staffing situation. Maybe you have a temporary employee who’s blowing the rest of your sales staff away. It could be time for an upgrade. Or, perhaps someone isn’t pulling their weight and needs a refresher on the different sales tactics your team is implementing. Either way, there are invaluable management opportunities available for those looking to take a deeper dive into their sales data.
2. Track store visits to your pop-up shop and social mentions to measure brand awareness
When it comes to gauging how many people know about your pop-up, door counts are one of the clearest—and simplest—things to measure. Keep a tally of how many people are stepping into your store. That way, you’ll get a good idea if the people in your area are interested in your brand and the products you’re selling.
If you want to get even more granular, try calculating your walk-in rate. Record how many people are walking by your storefront and which ones are coming in—it will help you figure out if your signage and visual merchandising are working.
Of course, the physical world isn’t the only place you should keep an eye on. See how well you’re doing by keeping track of your mentions on social media. Being tagged in posts on Twitter, Facebook, Instagram, and even LinkedIn is a strong indicator that word is spreading, either organically (by word of mouth) or thanks to your team’s digital marketing efforts. Create a hashtag and follow along to see what people are saying, or see if shoppers have made their own hashtag to engage with your brand in an even more personalized way.
3. Find out if your window displays are wowing
Unless you’re sending out your sales team into the street to interact with potential customers, the first thing they’ll see is the displays in your storefront. Track some of the metrics above to find out how well your main visual merchandising efforts are going.
Are people coming inside but not buying what’s taking center stage? Maybe it’s time to switch things up and put some of your best selling items in front. Similarly, if you’re getting a high walk-in-rate, but the conversions aren’t coming, there’s a chance your shoppers aren’t finding what they’re looking for once they enter. Adjust accordingly to make sure there isn’t any brand confusion.
4. Collect emails and see if they lead to future sales once your pop-up is over
A common tactic used by retailers and brands when setting up a pop-up shop involves obtaining emails for future marketing efforts.
If you get a lot of signups, but you don’t see any increase in sales—whether online, or in store—it’s possible you weren’t getting the right customers into your location to begin with (or, even worse, they were being pressured to sign up for a newsletter they weren’t interested in). Whatever the reason, get your marketing team to keep track of the open and click-through rates. If the numbers look right, that’s another indication your pop-up was a success, and your customer retention is improving.