While there are no hard and fast numbers about how many pop-up shops came and went in 2009, there is no question the number was up from the year before — and the trend that ranked No. 16 on our "Top 100" list last year gets bigger with each passing year. Trying to put together a comprehensive list of retailers that have used the pop-up store concept is futile. You might have better luck putting together a list of those that have not.
Finding the right location for a temporary store is arguably the trickiest and most important part of the journey, and the founder of the new Web site PopUp Insider sees that as an opportunity. The site was created by Christina Norsig, style guru and founder of the luxury tableware online retailer eTableTop.
Over the last five years, Norsig set up eight different pop-up stores for eTableTop, bringing her high-end china and place settings to unexpected locations (an abandoned deli, for instance). But last year's recession forced her to rethink her approach, which in turn led to the concept for the site.
"It wasn't just my sales that were reduced, but manufacturers themselves have changed — a lot of them are going insolvent, changing rules in terms of minimums," she said. "And they've caught up with me and have their own Web sites. So my business model had to change. I had to come up with a new way to be relevant."
When her manufacturers started asking her about the pop-up store concept and how it was working for her, "it occurred to me that what I really wanted to do was give them the ability to execute their own pop-up store. For me it's been a successful business model," she said.
Property owners pay $499 for a one-year listing on the site. No other fees are paid by any of the parties involved. Once a connection between property owner and retailer is made, Norsig steps out of the picture.
With the site up and running for only a few months, PopUp Insider has about 20 properties listed. Norsig said she is currently working a deal that will add about 240 locations to the database, as well as front-end navigation tools that let users browse geographically.
"There's a lot of buzz that's created when you open up a temporary store," she said. "People pour in just to see what you've got there."
Executing the perfect pop-up
Norsig encourages retailers to keep logistics in mind when researching a location for a pop-up. Common mistakes include not checking for adequate phone line capability, freight entrance, security options and Internet connectivity.
Retail consultant Mike Wittenstein said pop-ups are not just good for generating buzz and revenue — they are great for concept testing, allowing retailers to work out bugs in design, setup, training and marketing. "It's a full-sized Petrie dish for retail marketers," he said.
He also warned retailers about the big mistakes pop-ups can be prone to make: Not understanding the neighborhood and potential clientele, and not doing enough to get the word out to the neighborhood.
