How-to

How to Generate Footfall to Your Pop-Up Store

Foot traffic is one of the key elements to evaluate the success of your pop-up store. Of course more traffic means more opportunities for sales, customer engagement, and overall awareness.  A prime location is key for a pop-up store, but not everyone can afford the high-traffic neighborhoods. The good news is with the increase in pop-up stores there are many beautiful spaces, whether they’re in prime footfall areas or just outside. More and more, retailers are starting to utilize pop-up stores on side streets, and there are plenty of actions that a retailer can do to increase footfall and get more people walking through the doors. We’ve narrowed down our top tips and tricks below!

  • Social Media Push

Use your brand’s social media accounts to spread the word before, during, and after the pop-up store. It’s important to build up the momentum before the pop-up store opens to let followers and potential customers know what you’re planning to do. One way to build the momentum is by creating an event on Facebook, inviting all of your followers and making the event public for anyone to RSVP. Creating an event will spread the word faster and with Facebook you can also utilize the Ads to boost the event and target potential users based on location and interest.

Here’s an example: Popify, a pop-up store hosted by blogTO and Shopify located in Toronto created a Facebook event page and were able to reach close to two-thousand potential customers just from the event page.

Photo: Shopify

Another way to engage on social media is to ask customers and visitors of the pop-up store to post an image from the space and specify a hashtag for them to use. One way to make sure the event creates buzz on social is to create an Instagram-Worthy pop-up store especially if you’re asking visitors to share on their social media platforms. One example is Brit + Co, who transformed a large space into a #CreateGood movement that encompassed experiences, products, talks, and a lot of color. All attendees were encouraged to hashtag #CreateGood and post one of the many photo-worthy moments.

Photo: Brit & Co

  • Work with Influencers and Brand Ambassadors

It’s important to identify local influencers or brand ambassadors that are in the area and can come to the pop-up store and give their followers a glimpse into the space, therefore driving more traffic to the pop-up store.

Pro-tip: when working with influencers and brand ambassadors, be sure to personalize the pop-up store experience for them, including gifts, allowing them to test products, or do a tutorial to their audience. It’s important to invite them in for an extra special experience and give them a first-hand tour before you open the doors. One example is Miu Miu’s pop-up store in Nanjing, China. The Miu Miu Disco Pop-up store debuted in Singapore and is traveling across the Far East and Middle East. Nanjing is one of the smallest destinations for the pop-up store that takes inspiration from 1970s and 1980s discos. On opening day, Miu Miu held a special cocktail party inviting several fashion influencers all across China. During the two week pop-up event, a total of 123 influencers mentioned Miu Miu in 159 posts, generating over 8 million views in social media exposure. The effect of influencers goes far beyond the pop-up store, but of course it starts at the pop-up store experience and it drives awareness across all of the brand’s channels.

Photo: Miu Miu

  • Make a Big Statement

Don’t forget about the basics of marketing and make sure to make a statement from the outside of your pop-up store too. One tip is to use a simple easel sign to direct traffic to the pop-up store. The sign can be a great way to engage with potential customers while they walk by and it’s a place to create social media content with a few witty lines. The more appealing a store looks from the outside, the more willing someone will go inside. Even if the pop-up store is on a side street, it’s important for potential customers to feel comfortable with the store before they walk in. Take for example Mizzen+Main, purveyors of performance menswear with a focus on dress shirts. The brand took all of the right steps to create a statement; they had signage and even some balloons to draw attention to the inside of the pop-up where potential customers could see an inviting sleek white space with a sofa. The pop-up store is not overcrowded with product and the curb appeal from the outside shows you what you’re going to get once you step in.

Photo: Mizzen & Main

The popularity of temporary pop-up shops is changing the landscape of shopping, and brands are looking for spaces located almost anywhere. If a brand is able to engage with their audience digitally on social media and via influencers and brand ambassadors they will drive the footfall and the awareness they want. An added benefit is creating the right environment and achieving that Instagram-worthy experience. To increase brand awareness, test out a product, release a new collection, or acquire new customers, create a pop-up shop with impact, no matter the location.

Looking for the perfect space for your pop-up event? Shops, flats, galleries, showrooms, lofts, boats, rooftops… Choose between 10,000 spaces all around the world>> 

About the author

Courtney Gerring

Storefront Contributor - Courtney Gerring is a Brand and Digital Marketing Strategist who specializes in social media content and influencer marketing. After spending 3 years living abroad in multiple destinations, she now calls NYC home and you can often find her working from The Wing, a co-working space designed for women. With a strong retail background and a love for writing follow along as she brings us insight into the retail pop-up space.