Pop-Up Shops

Is the makeshift model for you?

By Robin Roberts

Pop–up shops describe any temporary retail space, including street–corner kiosks, shopping–mall carts, craft fair booths, farmers’ market stands and brick–and–mortar storefronts. These short–term retailers, in business anywhere from one day to three months, sell everything from T–shirts to tech, jewelry to art, furniture to food, for minimal risk and maximum exposure. Geoff Le Quelenec, Director of Operations for the Retail Council of Canada, offers the following five tips for setting up shop.

Location, Location

High foot–traffic areas are obvious, but also consider how the time of day affects that traffic. “For example, in the morning coffee shops are the hot spot; later it’s computer repair or dry cleaning,” says Le Quelenec. “In the evening, people coming home from work [are interested in] apparel or consumer–facing merchandise.”

Setting up your stall at 7 or 8 p.m. can give you more access to parking, the sidewalk, even music that might otherwise be bothersome to daytime retailers.

Short–term storefronts are easier to get these days because real estate is more available. Plus, landlords and realtors are more open to temporary tenants, especially if they have empty space to fill. Find options through realtors, Craigslist, Kijiji or dedicated sites such as The Storefront.

Consider, too, the store–within–a–store concept to take advantage of built–in traffic, but be sure it complements your own brand’s style and demographics.

If You Build It . . .

You’ve nailed your location, now lure the crowds – ahead of time. “If you start advertising on day one it may take four or six weeks to get noticed,” says Le Quelenec. “If you build excitement four or six weeks before you open, then you open the doors to business on day one.”

He says you can get the word out through community newspapers or notice boards, anywhere people get information about their community. Emphasize your temporary status to build urgency in your customers.

Get Creative

Your store is your story, so find creative ways to tell it. Decorate and paint to convey the theme and intent of your pop–up. Incorporate the colours, shape and style of your logo.

Also, be clear about the purpose of your pop–up. If it’s to sell, offer something unique and innovative. If it’s to create brand awareness, showcase its quality and originality, allow your potential customers to see, feel or use your merchandise. If it’s to expose your product or service to a new audience, have on hand business cards, flyers or brochures with your website and social media links so you can turn your bricks into clicks.

Pinch Your Pennies

Pop–ups cost up to 80 percent less than traditional retail stores. Using ecommerce options such as Shopify further reduce costs and streamlines the process, so avoid squandering your savings on expensive signage and inventory. If your idea flops, you won’t be stuck with that inventory or a lease and office furniture.

“Pop–up shops can flourish [because] you don’t have the same cost or complexity of fixed infrastructure,” says Le Quelenec. “You don’t have to run a phone line, payment terminal, or set up a computer.”

Plans and Paperwork

Bylaws and requirements for a temporary retail space are the same as a traditional storefront, says Le Quelenec. Although they’ll depend on your city or municipality, you generally need a business licence, permit, insurance, a GST number, and tax plan. If you have the resources, says Le Quelenec, enlist the help of a lawyer or business consultant and conduct a formal feasibility or viability study. If you don’t, simply poll everyone you know, ask them what they think of your idea.

“Everyone is a consumer and they all have an opinion,” says Le Quelenec. In the end, the temporary store itself acts as the test run to gauge your product’s viability, so your answer will pop up in no time.