5 Considerations Before Building a Pop-up Store.

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Posted by ASTOUND Insider team - 04 April, 2016

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From the “Beliebers” out there to the brands that are world renown as well as up-and-coming, the pop-up store has played a pivotal role in raising awareness for celebrities and companies alike. While creating coveted PR value is a pop-up store’s forte, building one comes with a steep price. Is this temporary build experience price worth it? Here are 5 things to consider if you’re dreaming of designing and building your own pop-up store:

1. Purpose

If done properly, pop-up stores are impressive and bring a lot of excitement, but is this tactic the best use of marketing-promotions dollars? Some considerations to justify building a pop-up store are impressions, sales and increased foot traffic. Recommending creating a pop-up store to a client, or internally to your team, should be backed up with clear definitions of what it will be used for and how it will reach your objectives.

2. Audience

Your target audience is the critical group to reach if a pop-up store is in the cards. Make sure research is conducted to validate a pop-up experience as the appropriate avenue to engage your audiences, be it media, influencers, consumers, partners, or all of the above.

3. Location, Location, Location

Like any type of real estate, the location of the store is crucial to the project’s success. Choose a location that resonates with your audiences. Downtown, high-traffic areas usually draw the crowds but come with a steep price.

4.Cost

Pop-up stores are a considerable marketing and promotions expenditure. Two big costs right off the bat are real estate and the concept itself. When it comes to the realty, keep in mind that depending on the location, a one-month lease runs at a much higher lease rate than an existing storefront that has signed a multi-year agreement. Be prepared to see numbers double when looking at the price per square foot in the neighborhood you are scouting.

5. Return on Investment

Pop-up stores are a considerable marketing and promotions expenditure. Two big costs right off the bat are real estate and the concept itself. When it comes to the realty, keep in mind that depending on the location, a one-month lease runs at a much higher lease rate than an existing storefront that has signed a multi-year agreement. Be prepared to see numbers double when looking at the price per square foot in the neighborhood you are scouting.

Curious to know more secrets of success to designing and building a pop-up store? Email us and we are happy to connect you with a team member to chat through some of our best practices and experience in this space.

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