Seven Issues to Consider When Leasing a Pop Up Shop

Christina Norsig, the CEO of PopUpInsider, shares seven key issues that retailers should consider before inking any kind of temporary lease.

1. Start the process early. If you don’t it can be very expensive. Costs can double for items like running phone lines, shipping and staff. If possible, begin the process at least three months out. “When you’re rushing, you’re going to end up spending,” Norsig said.
2. Find the right location. You want to hit your demographic. It’s not always about a ton of traffic if the brand isn’t right for the neighborhood. Do some research about what stores are around the location and their hours of operation; be aware of what other brands are nearby. Do they relate to your merchandise mix? “Put yourself in the right flow,” she said.
3. Determine the right lease duration. This depends on the business objectives. For example, if the goal is to sell overstocks, that kind of environment should be a short sale. But brands that want to promote, sample or reinvigorate a brand should lease for at least four weeks.
4. The physical branding. You want to send the right message. The theme you create should be consistent with what the typical customer base is used to. A temporary store leaves a lasting impression just like a regular store. “Don’t fall into the trap of rushing to sign a lease on a location that isn’t right,” Norsig said. “Although it may be a temporary outpost the impressions are permanent.”
5. Establish a good relationship with the landlord. You may need favors like the use of a bathroom next door, trash removal or special signage. “If you have a sense that you’re fighting to hard in negotiations, that should be a sign,” she said. “It should be a team effort.”
6. Educating the consumer. Spend time properly training staff. Make sure that you bring in people that understand the benefits of your product and can send the right message to customers.
7. Follow up: A pop-up shop is an opportunity to gain a customer for life and to do that you need to get some information from them. Find a natural way for your brand to follow up such as, signing up for a mailing list or becoming a Facebook fan. “Social media has made it very easy to stay in touch with customers,” Norsig said.