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Your step-by-step guide to launching a pop-up shop or event

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Build buzz — and your brand

Whether you’re a brick-and-mortar retailer looking to go more digital or an ecommerce brand looking to go more physical, launching a pop-up shop or event is an excellent choice.

The pop-up store or event offers a happy medium between a tangible in-store experience and convenient digital engagement or shopping features.

Back in 2014, the pop-up industry was worth a whopping $3.16 billion and despite a dip in popularity in the following years, the pop-up event or store is back in business again.

Yes, pop-ups are on the rise and if you’re a modern business looking to expand your brand, the time to strike is, well, now.

To help you get started, we’re going to explore the rise of the pop-up shop and event, look at some inspirational examples, and explain how you can launch your own.

Let’s get started.

The rise of the pop-up shop and event

A pop-up shop is a temporary store that acts as an innovative, intimate brick-and-mortar store. A pop-up event is much the same, except it’s even more temporary, usually lasting for one to three days.

The pop-up shop phenomenon started in 2008 in the wake of the financial crash. At a time when retail and ecommerce businesses were suffering, pop-up stores offered a way of avoiding expensive leaseholds and reducing operational overheads.

Shortly after pop-up stores and events started, you know, popping up in various places, consumers were drawn to their intimacy as well as the novelty of going to a temporary branded space. The world of retail had entered a new age.

As mentioned, pop-up popularity dipped a little after 2014 to 2015, but these retail or ecommerce brand hubs never went away. And, as COVID-19 put a stranglehold on the way we live, the perceived value of pop-up shops or events has risen.

You see, mass isolation has highlighted the boundless value of ecommerce and the digital age. But, as some people want to get out there and dip their toes into the physical world once again, the pop-up shop is a real attraction.

Gucci, for instance, launched a series of pop-up shops in 2019 to attract different segments of its audience in a bid to boost its receding sales. “Gucci Pin,” as the project was known, launched stores with different themes including beachwear, offering immersive digital in-store features as well as dazzling interiors.

The initiative popped, proving to be a brand-boosting success, leading Gucci to launch more pop-up stores during the pandemic—like this one in Chicago.

“Pop-ups are about brand engagement, the experience, and introducing people to things they didn’t know about.”—Freddie Sheridan, retail expert

Related: Using customer segments to build lasting relationships

How launching a pop-up shop can expand your brand

Person holding canvas tote bagBy merging intimate brand shopping experiences with innovative digital features and touchpoints, the pop-up shop will help you boost brand awareness, increase engagement, and cement customer loyalty.

Approached the right way, the pop-up is a real winning combination. Today’s shoppers indeed love the convenience of online or ecommerce retailers, but there’s something attractive about the ability to see, feel, touch, and experience a product and its brand in the flesh.

Naturally, pop-up shops and events give ecommerce brands a ‘real world’ presence, but brick-and-mortar retailers looking to experiment with more innovative digital channels (or simply stand out from the crowd) stand to benefit just as much.

Create connections, gather intelligence

Pop-up stores or events offer retailers of all kinds the chance to bring their customers something fresh and exciting—an experience that lingers in the mind and keeps people coming back for more.

Not only will launching a pop-up store or event set you apart from the competition, but it will also empower you to test what works and what doesn’t. By looking at sales data and interacting with customers on the day, you will gather the intelligence you need to make vital improvements to your branding, messaging, products, and services.

Oh, and during busy seasons like the holidays, pop-up stores or events will help you attract more customers, earning more sales in the process.

Ride the crest of a new, exciting wave

Many businesses are starting to see the benefits of launching temporary pop-up shops, from Warby Parker to the Dollar Shave Club.

Not long ago, online bra manufacturer ThirdLove, launched a concept shop in New York’s Soho to meet the demands of people looking to connect with the brand in person. Meal kit business Blue Apron also opened up a temporary location for a month, where they offered customers swift, convenient cooking classes as well as an option to buy grab-and-go items.

Pop-up shops come in many shapes and sizes, but they all have one thing in common: executed properly, they are incredibly well received by customers.

How to set up your pop-up shop or event

Now that you’re up to speed with the value of pop-up shops or events and what they can do for you, let’s look at the best way to launch one.

Source the right location

Person looking at their phone map application

Person looking at their phone map application

Your location will form the foundations of your pop-up shop or event’s success. You probably don’t have the same budget as ThirdLove or Gucci, but as long as you set a solid budget beforehand, you will maximize your chances of earning a solid return on investment (ROI).

Foot traffic, cost, and accessibility are the three main components that will help you choose the right location for your pop-up store or event.

When it comes to choosing the right location for your pop-up store or event, foot traffic, cost, and accessibility are your three main components.

First, you should look for temporary rental spaces within your budget, then create a shortlist. Visit each location and ensure it’s accessible to all and has enough space to display your designs, branding, and products.

If you’re struggling to make a firm decision, you can search online for public retail and location data in your region, picking the venue or space with the best foot traffic.

Decide on your concept

Once you’ve secured your location and settled your temporary lease terms (based on how long you want to run your pop-up store or event for), you should gather your team and create a floor plan based on where you want your sales desk, customer touchpoints, product stands and installations to go.

With your plan visualized, get together with everyone involved with the pop-up project and start brainstorming. The aim here is to settle on a strong theme or concept based on the current season, trends within your industry, a certain selection or category of your products, or an abstract theme you can play with, like ‘Space Travel’, ‘Going To The Beach’ or ‘Alternate Dimensions’, for example.

As long as it’s a theme or concept that will resonate with your audience, it’s likely to be a winner.

Related: Build and use your ideal customer profile and personas

Settle on your pop-up features

As we live in a hyper-connected digital age, there’s never been more scope for getting creative and bridging the gap between the physical and online world.

When you set up your pop-up, you should use features including QR codes or tablets that lead customers to content about your brand story, specific product pages, landing pages or email subscription portals.

Doing so will merge the digital with the physical while offering additional engagement as well as data gathering opportunities. Plus, in this day and age, this is the level of detail your pop-up visitors will expect.

In addition to equipping your store with digital touchpoints and preparing the right product or landing pages, here are other creative features you might want to consider.

Curbside pickup

Person carrying shopping bags and camera

Person carrying shopping bags and camera

If you have a main brick-and-mortar hub or a fully-fledged ecommerce store, you can entice customers to your pop-up shop or event by offering a buy online (or pre-order in-store) and pick up curbside option (a service also known as BOPIS). This approach offers people plenty of convenience, a personal level of service, and is likely to drive extra traffic to your pop-up shop or event.

Immersive installations

Creating an immersive element for your pop-up shop doesn’t necessarily require expensive tech or complicated bells and whistles.

If you can throw a little digital tech like augmented reality (AR) apps into the mix, that’s great. But, truly speaking, being immersive is simply offering your customers an experience they can get involved with, like:

  • A product showcase where customers partake in a little testing and offer their feedback.
  • An educational or practical (hands-on) workshop with an industry expert or social media influencer.
  • A musical performance or keynote talk based on relevant themes or subjects.
  • An in-store competition where customers can take a themed photo with a relevant hashtag and share it via social media (an effective brand awareness-boosting method).

Tip: If you are offering an immersive pop-up experience for your shop or event, setting up a simple booking system will help you keep footfall regulated while creating an extra element of buzz or a sense of exclusivity.

Market your pop-up shop or event

If you don’t promote your pop-up store or event, it’s unlikely you’ll get a consistent flow of visitors.

In the lead-up to your launch, you should reach out to relevant social media influencers in your niche and incentivize them to plug your shop or event into their audience. Coupled with a dedicated event or shop hashtag, this promotional approach will attract droves of shoppers that are likely to enjoy what you have to offer.

By investing in paid digital and print advertising, creating relevant articles, videos or posts for your blog, and getting active on social media, you will build an additional buzz while making the right people aware of your forthcoming pop-up venture.

Example of Amazon’s pop up shop for photo opportunitiesExample of Amazon’s pop up shop for photo opportunities
Ecommerce colossus Amazon offered its visitors a space for photo opportunities, encouraging them to share their snaps using a dedicated hashtag via social media. Source

Here are some hand-picked marketing resources fresh from the GoDaddy blog that will help you with your promotional efforts:

Offer multiple payment options

These days, customers command choice, convenience, and flexibility—payment options are no exception.

To secure those conversions and complete your end-to-end pop-up experience on the day, offering more than cash and debit card payment alone is a good idea.

Our guide to why you should offer multiple payment options for your customers will explain why.

Final thoughts

Launching a pop-up shop or event does take work, but once you’ve launched successfully, you will reap endless rewards including commercial growth, increased customer loyalty, and a boost to your bottom line.

Once you’ve launched your first store or event and offered your customers an experience that stands out in their memories, you can gather feedback and explore your engagement or sales data to make improvements for the next one. It’s an exciting time to try ‘popping up’, and certainly worth your investment if you’re looking to stand out from the crowd.

We wish you the best of luck and if you need help with setting up a digital storefront or promoting your pop-up venture, check out GoDaddy’s Website Builder.



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How to Kick-Start Your Online Clothing Resale Gig

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With the recent rise of resale apps like Depop and Poshmark, the idea of selling old clothes online is becoming more fashionable. Many people have turned clothing resale into a lucrative side gig or even a full-time job, gaining thousands of followers and making dozens of sales per week.

The secondhand-clothing market is projected to more than triple by 2030, according to a 2021 study by reselling platform Mercari and research firm GlobalData, as more fashion enthusiasts clean out their closets and search thrift stores to find valuable pieces to resell.

But whether you have a collection of band T-shirts or office attire, finding success on these platforms takes time and effort. Before diving into your closet, there are a few things to know.

You set your prices

Unlike consignment and resale shops, you can price items yourself on an online platform. Before listing a piece of clothing, look it up on multiple platforms to find out what it’s currently selling for. Depending on age, condition and brand, prices can vary widely.

You can also take advantage of direct messaging to negotiate with buyers and use features on apps like Depop and Poshmark that let you accept offers and create multi-item discounts.

“Sales can be sporadic,” says Andres Castillo of Los Angeles, who sells rare designer pieces through Depop, eBay and Instagram under the name Debonair Vintage. With rare or high-value items, it may take a while to find the right buyer, especially if you’re looking to break even or make a profit.

There’s a big time commitment

“I treat [reselling clothes] like my job,” says Eve Perez, a full-time student in Lebanon, Pennsylvania, who sells under the name Fitsfinesse and was featured in Teen Vogue in 2021 for her Depop success. She responds to messages daily, on top of taking product photos, sewing custom pieces, and packaging and shipping orders.

Communicating clearly with first-time buyers is essential: “If you don’t build that relationship, then you won’t get sales and returning customers,” she adds.

Although you have control over the prices, reselling online takes much more time and energy than selling to consignment stores. According to Depop, sellers who list consistently — around 15 items per week — sell more over time.

“It takes a lot of time and dedication,” says Castillo. Top-notch sellers have to learn to take eye-catching photos, understand shipping rates, negotiate over text, and research brands and trends to make the most of their inventory.

Overhead costs add up

Yes, you can set your prices — but there are a few overhead costs to factor in. Online resale platforms charge commission fees, plus additional fees for shipping through the platform or accepting payments through a processor like PayPal. Depop takes 10% of every sale and eBay takes 15%; Poshmark takes $2.95 for items under $15 and 20% for items over $15. PayPal, which integrates with Depop, Poshmark and eBay, charges another 3.49% plus 49 cents per transaction for payment processing.

On top of that, you’ll need to pay for packaging, label printing and possibly storing inventory including bins, hangers and shelves. Top sellers also recommend adding a personal touch in shipments, like free stickers, small accessories or a thank-you note. When all those costs add up, you may find that only higher-value items are worth listing.

You can cut costs by reusing shipping mailers and boxes, and printing labels at your local FedEx or UPS store instead of purchasing a label printer. Or, reduce shipping costs for buyers by bundling several items into a single shipment, which can motivate buyers to purchase more from your shop.

The social aspect is a priority

The most successful online resellers have one thing in common: a strong personal brand. Finding your niche and building a loyal following is essential to long-term success on a resale platform.

“It’s like Instagram, but for selling,” says Perez, who focuses on curating a consistent aesthetic and marketing her shop on social media platforms like TikTok.

Castillo grew his business by catering to a very specific market: vintage designer collectors, specifically for Moschino and Chanel. He sells across several platforms, using his Instagram to rent pieces out to stylists for photo shoots and red-carpet events. Though he targets a fairly small community, his narrow focus helps him reach his ideal buyers.

Other top sellers on resale platforms can be seen taking a similar approach, with shop themes ranging from band T-shirts to vintage gowns. “Lean into your personal taste,” says Castillo. Even if you don’t have a curated collection to sell, personalized packaging or a unique photo background can help your items stand out.

Both Perez and Castillo emphasize the importance of cross-linking social media platforms to reach as many potential customers as possible. Creating a dedicated Instagram Business account and following other online sellers and designers can help drive buyers to your shop. Check popular pages for trendy hashtags and add those to your posts. Making the time to promote on social media can help transform your closet into some serious income.

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Turning Your Hobby into a Business? Here is What You Need to Know

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Do you dream of one day quitting your job and following your passion in life? You can do it! Many successful entrepreneurs turned their hobbies into profitable businesses.

Do you have a hobby? Doing the things you love keeps you engaged with life, gives your mind a focus, and helps you enhance your concentration. Investing time in your hobby also provides you with a great way to relax, unwind, and relieve daily stress.

photo credit: Giulia Bertelli / Unsplash

You shouldn’t be ashamed of your hobby even if your friends and family don’t share it. Only because they find interest in something else doesn’t mean that no one in the world shares the same interests that you do. In fact, millions of people engage in the same hobby as you do daily.

So if you thought that no one shared your enthusiasm for this activity until now, think again. Whatever activity you can imagine, millions of other people on the planet are doing it as you read this article.

If you’re one of the individuals who wonder how they can transform their hobby into a successful venture, this article provides information on how to start a business based on the things you love.

Do a Self-assessment

Do you know what it takes to turn your hobby into a lucrative business? Do you have the required stamina and energy to take the necessary steps and transform it into a venture? Yes, it would be nice to spend your days doing what you love and making money, but make sure you don’t ruin your hobby by transforming it into a business. You started pursuing it to blow off some steam, but you could take its charm away if you add a lot of pressure on it to deliver money.

Research to understand what starting a business in this sector implies and make sure there’s a paying public before you bet the farm on it. Running a successful company requires plenty of work and responsibility, two things that could take the fun out of your hobby.

Plant hobby as a business

Test The Idea

If you decide that you have what it takes to turn your passion into a business, the next step is to test the concept by starting a side hustle. When the profits reach a level that allows you to cover monthly bills and support yourself, you can quit your job and pursue this venture.

However, don’t leave your present job if your side gig doesn’t make enough cash flow to last you at least two years. Be ready for the shock you’ll get when you turn from getting a monthly salary to having to pay taxes yourself. To make sure that you won’t worry about housing, food, or monthly bills, save up at least two years of living expenses.

Research

Before investing time, money, and effort into starting a business, take a look at the market and see what your future competitors are doing. Research the niche online, on social media and among the public to see what customers expect from you and what other companies provide.

You can research the market on your own or hire a professional company to do it for you. It’s recommended to work with specialists because they know the aspects that require extra attention and can help you determine if starting a business in this niche is worth it.

Make a list of your biggest 10 competitors and analyse their activity to figure out what they do to position themselves as leaders in the industry. Check their website, evaluate its functionality, and have a look at their Google ranking. Remember that people start searching for a product or service online in the present digital world, and it’s crucial to rank high in search engines to reach your ideal customer.

After doing research, you’ll have a clear idea of what you’re dealing with in terms of competition.

Reading small business plan

Write a Business Plan

The business plan serves as a blueprint for your company, and you’ll definitely need it if you want to apply for a loan. However, don’t skip creating a business plan because it’s quite useful in starting your venture, even if you don’t seek funding. Research shows that the business people who make a detailed business plan are 16% more likely to develop a profitable business.

Here are some elements your business plan should include:

  • Financial plan
  • Executive summary
  • Business overview
  • Management team
  • List of services and products
  • Marketing and sales plans
  • Marketing strategies
  • Metrics and milestones

If you want to transform your hobby into a profitable business, you need to take it seriously and write a complete business plan.

Build a Brand

Branding is essential when trying to build an easy-to-recognise business. It would help if you had a unique business name and logo that match your company’s personality and values. Pick brand colours that resonate best with your target audience, and craft a message they resonate with.

You can use free online tools to create a logo and elements for your business cards and advertising materials. Canva is such a solution that provides access to a huge library of elements.

Digital aisles

Establish a Strong Web Presence

In the digital era, all businesses need an online presence to attract attention and reach their target audience, no matter their size or specific. You should create a website that allows you to present the benefits your clients get if they purchase your products and even create a shop page that allows them to buy online. However, establishing a solid web presence extends beyond creating a website. It also implies creating and maintaining the page, connecting it to social media profiles, and posting regularly on the blog.

Your purpose is to brand your company as an authority in the industry that also provides valuable pieces of advice beyond selling products.

Try to be consistent in how you present yourself to your public because you need to establish an image. Your web presence and brand are the main elements that impact your company’s identity and help loyal clients differentiate your products from your competitors.

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Q&A With Dr Ryan Shelton on Starting Up a Natural Healthcare Business

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”Dr Ryan Shelton is the Medical Research Director For Zenith Labs. He believes that there is a way to help sick people with natural treatments complimenting the conventional pharmaceutical approach. He has created a regimen of natural treatments consisting of holistic and complementary medicine, and it’s all backed up by science-based research.

Dr Ryan Shelton had dreams about being a doctor from a young age. His love for helping people inspired him to study the human body and how its internal and external environments change it for the better or for the worse.

Dr Shelton’s path to becoming a doctor was anything but typical. His undergraduate education focused on biochemistry and genetics. After attending medical school for one year he withdrew to “think in slow motion” and received another degree in Philosophy. He left because he disagreed with the way doctors were being taught to practice medicine. Dr Shelton believed that the better way to treat his patients was to heal their whole bodies rather than just treating the symptoms.

After receiving his Philosophy degree, Dr Shelton understood how important it would be to be able to treat or prevent chronic diseases holistically. He returned to medical school, where he earned his Naturopathy Doctorate. Now, Dr Ryan Shelton gets to follow his passion by helping his patients achieve their best overall health through natural remedies.

With chronic disease being on the rise, Naturopaths like Dr Shelton want to do their best to try and stop it from spreading by treating patients holistically. He does this by turning their food into medicine first and using natural remedies to increase their overall health. His goal is to balance his patient’s systems, and he passionately believes that his ultimate goal is to help his patients achieve optimal health.

Dr. Ryan Shelton’s work with Zenith Labs has helped him attract patients interested in pursuing wellness rather than focusing solely on disease care. His successful medical practice complements this passion, as does the company he founded. Whether you’re looking to improve your overall wellness or just want an alternative to the traditional pharmacological regimen, Dr Ryan Shelton has a plan for how to help you.

Hello Dr. Shelton, can you briefly tell us who you are and what you do?

Currently, I’m the medical research director for Zenith Labs and a Naturopathic Doctor with a successful private practice. I am also the Wellness Director and on the admissions team for a behavioral therapeutic program.

For the last few years, I’ve been running an online supplement business where people outside of where I am can get the same kind of advice that I give to my in-person patients from anywhere in the world. I do my best to promote a concept of total wellness and natural health solutions.

I have developed several natural health regimens over the years based on my research. I’m working hard to teach people that everything else will follow if they improve their overall health.

Please describe your company in a few words

Yes, it is a company, but really what we’re trying to promote here is a culture. Sure, we could go online and sell supplements till the cows come home. Lots of people do that. This naturalistic approach has been my life’s work ever since I was in medical school. I initially left medical school because I felt that the traditional way medicine was practiced was to treat the symptoms rather than treat the whole person.

I’m working hard to use my company as a vehicle to teach my customers and patients that they can improve their total body health, which makes healing other symptoms easier.

What is your company’s biggest achievement in recent years?

The surge in online business, I would say, has been our best achievement in recent years. When we first moved into this space, I felt like the company wasn’t getting the attention it deserved. We did traditional promotions and bought advertising, but nothing was really getting us over that plateau.

Just when I thought I might have to just let it go, word of mouth started spreading, and it spread like crazy. Satisfied patients were telling other people about what they’d experienced by using these treatments, and those people turned out in droves to get these benefits for themselves.

In what direction do you see natural healthcare going?

The coolest thing I think I have seen recently is that natural medicine is becoming more and more mainstream all the time. For a long time, people who preferred natural remedies were seen as “uninformed” or “Weird.”

Nowadays, people are flocking to find out what natural remedies they can incorporate into their own life. We’ve all seen so many odd things come from big pharma over the past ten years, so is it any wonder people are looking for a way that they can take charge of their own health. It will become much more focused on environmental medicine, lifestyle medicine, and anti-aging medicine.

We will begin using natural treatments not in response to crises, but rather to promote a level of optimal health not yet seen in the general population.

Natural medicine
photo credit: PhotoMIX Company / Pexels

Which recent developments in your industry do you find exciting?

The way in which people seem to be flocking to natural medicine. It’s no longer on the fringes of people’s thoughts. I see people take a more open-minded approach to learn about things that natural healers from around the world have known for centuries.

The general attitude that people have, that they want to discover things for themselves rather than just taking the proscribed wisdom as gospel, is really exciting. I feel like I’m getting closer and closer to being able to reach more people than ever before.

Again, environmental medicine and anti-aging, natural agents specifically targeting your unique specific genes and DNA to promote optimal health. The days of degeneration and disease are hopefully going away soon.

What keeps you motivated?

My vision. It’s been front and center in my mind since I was a child. I watched so many of my older relatives that suffered from chronic conditions just wither away with the traditional medical approaches. I knew there had to be a better way, and I feel like I’ve found it.

What keeps me motivated is the drive to bring what I’ve found to as many people as possible, so maybe they won’t have to watch their loved ones suffer as I did.

What advice would you give someone starting out in the health field?

Hang in there. It’s the best advice I could give anyone. Medical school is tough, and it should be. Then you’ll have your residency and boards, which are brutal. Becoming a doctor is a privilege that we, as a society, only bestow on those who have proven themselves to be the best at what they do.

If being a medical professional is your dream, then hang in there, and fight for it tooth and nail until you’ve achieved your dream.

Thanks for your time, Dr Shelton!

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