gordon@gordontredgold.com

From Online To In Person

Once in a while, it is nice to get out and meet the people who love your products. If you are used to selling online, then a pop-up shop or a short-term location is a great idea. Both of these give your customers a new level of access to your and your brand. They will be able to try products, feel the quality, and talk to you too. 

Photo by Christian Fregnan on Unsplash

So what do you need to take into consideration when it comes to creating the perfect retail experience?

Colors

You want to incorporate the colors that are in your logo as a minimum. If you have marketed your temporary location well, then people will be looking for the logo and colors that they recognize. Most people use a pop-up to do something different, but that can cause confusion for people who have been shopping with your brand for a while. 

Marketing

You will need to amp up your marketing efforts to make sure that people are aware of what you are doing. In fact, it might be time to sink some cash into some great social media campaigns. You can do this yourself by creating campaigns in each of the social platforms that your business is on too. Alternatively, you can hire a freelancer to handle that campaign while you concentrate on the research to help you choose which payment processing company you will use. 

Interior

Keep it as stripped back as possible, and let your products be the star of the show. While you might be tempted to pack in as many products as possible – that can often be overkill. Make it easier for people to choose something – but offering them less. It sounds confusing, but the paradox of choice can be overwhelming for shoppers. 

Discounts

When things are only available online, you are much more likely to sell out. The same applies here. If you have an audience that interacts with your new products and signs up for notifications on new releases, then translate that. You can release coupons that can give a free product with a purchase in-store, clear older stock with big discounts, and combine products into bundles. 

Staff

You can call in friends and family to help you for the duration of your temporary retail store. You can also hire professional temps. It is up to you, but when you are thinking about what would be best, remember that you want to create a welcoming, non-intrusive, non-salesy atmosphere. A great salesperson is always going to be worth their weight in profits, though, so perhaps a mix of friends and hiring will be the best option for you. 

When you take your online store out into the world, create a space that is authentic to your brand, offers value, and gives people a reason to visit. Combine great marketing with exclusive products, and you might just find that you are considering a traditional brick and mortar store in the future. 

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