Make your pop-up shop stand out! How to Maximize the Pop-up Shop Merchandising
Although pop-up shops may be temporary, they still need the same merchandising attention as permanent locations when it comes to display and presentation. Pop-up shop merchandise may require more creativity.
Let's say you've already located your shop, hired and trained top employees and discussed ways to engage, connect and attract shoppers. It's all about the customer service on the sales floor. This is what determines how long they stay, their purchase decisions, and their opinions about your pop up shop after they leave.
No matter the size of your shop, it will have a front entrance, a decompression area, lake property, and a cash wrap. In our previous article, Taking the Mystery Out of a Well-Designed Store, we covered each of these areas in great detail. This article will discuss how to create impressive displays and sell more products.
FOCUS ON POP-UP SHOP SHOPPING MARCHANDISING
Decor.You set the tone for your customers' shopping experience by choosing the right decor in the store. It should reflect the product being sold. Consider the merchandise that you plan to stock and the atmosphere you want. Then, choose the colors and fixtures that best suit that story.
The decor is one of the first things that customers will notice about your pop up shop. The decor must be cohesive and tell a story. This includes the walls, flooring, fixturing and signage. We follow this rule when we make store makeovers: The primary colors (neutrals), are used in 80 per cent of the store's decor. This allows the merchandise to be the center point and creates a relaxing atmosphere for customers to shop. To make the store pop, 20% of the decor is made up of secondary colors (bold accent colours). Your goal is for shoppers to feel comfortable in your pop up space and not overwhelmed by it.
Your pop-up's decor also includes signage. Signing chalkboards are very popular, both inside and outside. However, unless your handwriting is impeccable and you have specific guidelines about how each sign should look, handwritten signing may not be the best option. Signs that are printed on a sign machine or by hand should be displayed in sign holders.
Fixturing.Your pop-up will be more interesting if you use the right fixturing. However, a fixture is only meant to house merchandise. You are not supposed to see it. Good fixtures are the stars of the merchandise. Basic fixturing such as shelving and hang rods is necessary to maximize the dollar per square foot. Specialty fixturing is needed to highlight important items. You should invest in high-quality hangers and comfortable fitting rooms if you are selling apparel. Install mirrors at key points on the sales floor.
Even in a pop up shop, the Americans with Disabilities Act (ADA), requires at least 3' between fixtures. Customers who can't shop comfortably won't stay long.
Sight LinesWithin 10 seconds of first contact, shoppers make value judgments about the store. Although they don't know it, they are making mental notes about whether or not they would like to spend their time in the space. To make them curious and eager to go in, place shorter fixtures closer to the front of the store and taller fixtures further back. This allows customers to see the sales floor from the front, allowing them to draw their attention to other areas.
Speed Bump DisplaysThis fixture should be placed in the center of the store so that it is the first thing customers see when they enter. It can be loaded with tempting products. A small fixture (such as stacking tables or speed bumps) can hold a variety of products and is low enough that customers can easily see the product. Your speed bumps can be used to highlight new products and tell product stories.
Georganne was the owner of a Chicago store on Michigan Avenue, also known as the Magnificent Mile. Because she saw the same customers each day, she would change the product displayed in the speed bump display after work. After the lunch rush, she would change it again and before the mad dash for the train home. Georganne's customers believed she had more merchandise that all the other boutiques in her vicinity. What is the lesson? The lesson? Consider the potential for sales!
Keep it simple.A display should be understood by shoppers who pass it in five seconds or less. It is easy to get carried away and think "I can add this or that!" But if you do, it will make the display less appealing. Sometimes, the most impactful displays are the simplest.
Color is a powerful tool.Color is a natural attraction so make the most of it wherever you can. To attract shoppers, group bright and contrasting colors together on tables or free-standing displays and tell a story.
Verticalize.Vertical Merchandising allows customers to see more of your product at their eye level. Vertical Merchandising encourages purchase because customers can see all of your merchandise no matter where they are. Vertical Merchandising allows every level to buy at the highest level.
Give 'em a curve.Visual Curve Merchandising uses slanted shelves and waterfall brackets to increase the customer’s strike zone, which is the amount of product that the customer can see in one glance. The visual curve makes the customer look at the product from both the forward and back, even though they may not realize it.
Aromacology.Do you remember the old retail saying, "If it smells good, it will sell"? It turns out it is true. Researchers have shown that pleasant-smelling environments can positively impact shopping behavior. Good smells can evoke memories and we all respond to them. Have you ever been transported by the smell of something familiar?
Aromacology refers to the science of smell and how it affects our moods and minds. For example, grapefruit will give customers a boost of energy while vanilla will calm them down when they are busy, pine will inspire positive feelings, and cinnamon will attract money. Put out the potpourri or, better yet, get a diffuser. ScentAir offers every scent you can think of and discreet diffusers that you can stash anywhere on the sales floor.
You can't leave pop-up shop merchandising to anyone. Your customers will have fun with your displays, so be creative!
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