How to open a temporary shop in the Pop-up format

1. Tell us what Pop-up-shop?

This is a temporary store, which is open for a short time. For example, for a day, week or month. Usually it appears in the most unexpected places and in the most unexpected way. This may be a trade exhibition in the park, the bus-showroom in the city streets, shop on the boat and in general anything. From English pop-up can be translated as "popping" or "suddenly appear".

Pop-up-shop - likely event than a place of trade. It is needed to create a buzz and attract the maximum number of people and disappear. In the eyes of the buyer, it looks like an easy get-together or a party where you can have a good time and take storiz for Instagram.

And what self-respecting brands open Pop-up-shops?

And how! Pop-up-format support and the company's mass-market and luxury brands.

In 2011, H & M opened the Pop-up-shop on the beach in the Netherlands and in 2014 in the heart of London for four days came Adidas store in a shoebox. The event was timed to the fifth anniversary of the iconic model of sneakers Adidas Stan Smith.

Temporary stores to celebrate the release of new collections opened Louis Vuitton, Chanel, Prada, YSL, Hermes.

Pop-up-shop is only suitable for clothing sales?

It is not necessary. Pop-up - is the universal format. What would you do, you can always come up with an interesting idea that will tell you about potential customers.

For example, Pantone - company-creator color palette - came up with the original idea for the Pop-up-cafe in Monaco and Paris. The minimalist shipping containers were sold drinks, desserts and ice cream with the names of the palettes Pantone: Vanilla Ice Cream Vanilla 12-0712, Orange Juice Vibrant Orange 16-1360, drinking water Clearwater 12–4608.

To preview the new season of "Game of Thrones», HBO opened Pop-up-shop and bar dedicated to the TV series. Under a shop equipped sea container. His painted in black and drawn up with the help of scenery.

Production company Dohtonbori organic products launched Pop-up-shop Fast Food Aid, which gave Vitaminka those who submits the check of fast food. So the company wanted to attract attention to the problem of malnutrition and encourage people to the conscious choice of wholesome food.

Why temporary shops, if you can open all the time?

The advantages are actually a lot.

1. Open Pop-up-shop is easier and cheaper than conventional

You do not spend on rent, and repair shop equipment. Pop-up-shop are smaller. You can access it in the van with a trailer, and use available materials for the interior.

2. Pop-up-shops easily adjusted to the format of the event

They can be opened for a couple of days during the music festival, the day of the city and other celebrations. If you have an online store is a great way to sell an old product and get the experience of offline commerce.

3. Pop-up-shop - good advertising for an online store

In this way you drive offline audience: acquaint her with your brand and products, are giving everything to feel, to measure and verify the quality of things.

Alternatively, you can immediately offer customers to make a purchase at the online store at a discount. So your store will be at the client, and the mail will come information about the order.

If you shop on the Internet platform "Ecwid"Orders can be controlled from mobile applications: Processing, change the status to make discounts, track remains, add new products or remove those that have ended.

4. Pop-up-shop for start of new projects

If you have just started your business, Pop-up-shop - a good and inexpensive way to tell the tale.

5. You get fidbek from customers

During operation, Pop-up-shop you will see how people perceive your product, what to pay attention to and what is interesting. In a short time you can find out what people like the most, and make changes to the product range.

6. You can change the place of trade at least every day

If your Pop-up-shop - it is a mobile van, bike with commercial equipment or container, change the place, you can at least every day. This format allows you to participate in various exhibitions, fairs, festivals and holidays. However, there are legal technicalities, but more on that below.

What you need to open the Pop-up-shop?

1. Contents IP or LLC

In Russia, a street trade severely. If you are not registered as an entrepreneur, Pop-up-shop will not open. it illegal enterpriseFor him fine. Register SP not difficultAnd this solution can be beneficial: SP on simplified taxation system, pay tax 6% of revenue, rather than 13% as physical persons.

2. Choose a suitable location and get permission to trade

If this area of ​​the city - to get permission from the local administration, if the mall - an agreement with the administration of the shopping center. It happens that the city administration allocates space for rent on a competitive basis at the beginning of the summer and winter season.

3. Get permission to fire inspection and sanitary and epidemiological stations

If you are going to open the Pop-up-cafes or sell food, you must obtain permission of the relevant premises and equipment standards. More medknizhki need for employees.

4. To obtain a license in FSRAR

Point for those who want to entertain guests Pop-up-cafe alcoholic cocktails. It needs to be Ltd, to obtain a license in FSRAR and connect to EGAIS (Unified State Automated Information System for accounting of alcoholic beverages). SP has the right to sell only low-alcohol beverages: beer, mead, cider.

5. Prepare a cash register

entrepreneurs must not just take the money for the purchase of: need an online box office or forms of strict accountability. Online cash you need to connect to the Internet, enter into a contract with the operator of the fiscal data and send them information on checks.

To accept payments by cards, sign a contract for commercial acquiring the bank and buy a terminal that is compatible with your cash register.

Online ticket office do not care if you're selling:

• newspapers and magazines;
• ice cream and soft drinks from a tray;
• milk, butter, and brew from the tank;
• fruits and vegetables on the collapse;
• Products at the fair or at a street market;
• Products from a portable tray.

How to choose Pop-up-shop?

It is important to cross-country: the more people around, the better. Suitable place - a park, pedestrian street, beach, promenade, cafes and shopping centers. You can not choose the place and the event: open a shop during a music festival or fair. This may be a fixed or mobile point Pop-up-shop in a bus or on a bike.

Company Vacant I opened the Pop-up-shops of designer items in the abandoned spaces of New York, London, Shanghai, Paris. Each time the place was new and only opened for a few hours. To find out where the store will be the next time, it was necessary to start Vacant Club and wait for the message by email.

Look for a place in advance and remember that it is necessary to coordinate with officials or owners. Pop-up-shop - it is at least a temporary action, but to prepare for its opening should be carefully. Do everything in a couple of days it will not work.

It should look like Pop-up-shop?

Bright, stylish and original.

Pay full attention to the design and do not be afraid to experiment. The beauty of Pop-up-shops just in the fact that you can come up with a crazy look and not be afraid to go too far. You get into the media and Instagram tape - will attract audiences.

If you do not know what to think - to invite young designers to participate. For them it will be a project that can be attached to the portfolio, and for you - an original design for little money (or free as the Treaty). You can experiment with colors, shapes, windows, lighting, unusual hang garlands, ribbons of cloth or paper decorations. Inspiring examples are looking at Pinterest.

How to announce the opening of the Pop-up-shop?

Think of actions that will attract buyers. For example, big discounts, free sweets and cocktails, manicures as a gift. Or something else that is right for your business.

Write a press release, make a cool pictures and send it to local media. Invite bloggers, publishing agreements in urban public servers "VKontakte», Facebook and Instagram.

Start pages in social networks, tell me about the preparations for the opening and announces new products. If your online store is placed on a platform of "Ecwid", the share of new goods in social networks right from mobile applications: Photo sent in Instagram, and the name, price and description automatically add up to a coherent text.

If you have a customer base, tell us about the opening in the email-newsletter. If not - tell your friends about the event and ask them to spread the word. Do live events on YouTube or Instagram, communicate with subscribers, run a contest or lottery.

Come up with a hashtag and giving symbolic gifts for mentions of you on social networks. Do not forget about the contextual and targeted advertising. It can be run for a month before the opening to heat the interest in the event.

Let us once more in order, how to open the Pop-up-shop?

1. Register or IP LLC.
2. Choose the time and place of accommodation.
3. Get permission to trade.
4. Get additional permissions, if sell food or alcohol.
5. Connect online cashier.
6. To come up with design and layout.
7. Prepare the room and purchase goods.
8. Announce the discovery.

Pop-up-shop works well in tandem with an online store if the goods ended, buyer can be directed to an online store to pre-order a product or increase loyalty by making a discount on website.

If you do not yet have an online store, you can open it using the designer online stores "Ecwid." For Layfhakera readers of bonus: 70% discount on all tariff plans.

Create your own online store