Amidst the popularity of online and mobile shopping, offline retail remains dominant as the most popular channel for consumers. The Wall Street Journal says that 89% of last year’s sales in the clothing industry were made in brick-and-mortar stores, and similar numbers exist for consumer electronics and furniture. In turn, brands are investing time and energy to research and design before products are put out in stores. Read on to learn how you can best display your products in a Pop-Up Store.
If your Pop-Up Store is in a high foot-traffic area, you’ll want to make sure your window display draws people into the store. As the invitation to come inside, a street-facing window must resonate with passersby and create a sense of curiosity or desire.
- Avoid clutter: You don’t need to showcase your entire product line in the window display. Prioritize the most intriguing products to represent your brand, and leave enough space for customers to peek inside.
- Showcase top sellers: The window is a perfect spot for your top seller or highly anticipated new product. Use complementary products to set the scene.
- Use odd numbers: Odd-numbered arrangements are off balance and therefore keep the eye moving. It’s natural to design with symmetry, but an odd number of items in your window will actually be more attractive to consumers.
No matter how beautiful the product, its in-store presentation is critical to driving sales. Compare this to a plate of food at a high-end restaurant: even the most delicious meal will have some sort of garnish to heighten its appeal to the eater.
- Visit competitors: Observe your competitors’ stores to gain an understanding of the brand positioning and determine how your product might stand out in a similar environment. Take notes on what you think is successful and what misses the mark so you don’t repeat these mistakes.
- Have a plan: Draw out a rough plan for your display and determine what you’ll need to get it all set up.
- Determine your messaging: Figure out your brand’s messaging and create an experience around it. Use an attention-getter like a new launch or a locally made item to promote your entire product line.
- Create an experience: Your display can tell a story and show customers how they can use the items in their everyday lives. Use one item as the focal point, and surround it with complementary items to encourage incremental purchases.
These tips will help you prepare for a successful pop-up event, but you can also consider hiring professional help for your displays. We’ve compiled a list of recommended service providers to help you rent everything from fixtures to signage.