AUTUMN//WINTER 2017 61 Testing, testing… Using pop ups to attract different audiences appeals to new and established brands alike, with kikki.K, Moleskine and Rifle Paper Co recently embracing such initiatives. Testing a location whilst limiting financial risk is increasingly important given the commitment required for lease costs in a climate of climbing business rates. Bristol-based Papersmiths, which opened in Boxpark in summer 2017, took this approach. Co-founder and owner Sidonie Warren decided a pop up would help her understand the market, saying: “We see Boxpark as a stepping stone to a London location… we looked at permanent locations [in central London] but they were a big jump in rent.” Hammerson’s David O’Neil also explains that the Bullring’s high traffic is attractive to smaller businesses wanting to test customer demand, since the Up Market initiative there will “introduce 35 new artisan brands to an annual footfall of over 35 million shoppers.” Location, location, location Location choice is critical to success and should be based on understanding your target customers. Warren explains Shoreditch’s appeal: “It has a really good mix of tourists and designers; similar to our original location.” Footfall and demographic information may be available from landlords, but nothing beats conducting your own research. Visit the area at different times to assess potential customers – and take the plunge to speak to some directly. Warren adds: “It was reassuring to speak to other traders in the location before committing.” Secrets of success It is easy to get excited about popping up, but given the time and financial investment, clarity of purpose is critical to meet your own measure of success. This may be a simple sales target or a focus on acquiring customers. Determining goals upfront will influence the finer detail of execution, e.g. to gain social followers, you might splash out on a PR and/or customer launch event, and therefore the pop up’s look and feel needs to be striking and perfectly ‘Instagrammable’ to help create user-generated content suitable for various channels. Show me the money If you have only ever sold online there are numerous new factors to consider, including stock levels, ticketing, security, shopfit, branding, staffing, layout, and secure customer data capture – many of which will have an additional cost. As well as inherent differences in lease costs, pop-up economics can be significantly different to those for a permanent shop, with potential cost savings on staff and fixtures. Ensure you review the fine print of any agreements and note that business rates, service charges, deposits and insurance may be payable on top of lease costs. A market-stall type space can be more economical, whereas a dedicated shop will require significant thought regarding shopfit. Warren considered this before deciding on a two-year lease at Boxpark, enabling her to collaborate with surface designer Katie Gillies to develop bespoke display surfaces and plinths. She has found that “customers like them so much we are now going to make a range of desk accessories” – an unexpected benefit of testing products directly with customers. A further bonus for Papersmiths has been the multichannel effect. Warren reveals: “The Boxpark location increased brand awareness, which has increased online sales.” Once you pop… These benefits highlight the growing popularity of pop-up shops, given they are an exciting and low-risk way to expand; many brands will no doubt seek to maximise the Christmas 2017 sales opportunity through such opportunities. Equally, landlords will continue seeking to fill vacant spaces and draw in crowds for festive excitement. It appears that the phenomenon of short term pop-up shops is now here for the long haul. Peace & Blessings, Bullring, Birmingham (photo:Appear Here) Boxpark in Shoreditch (photo: Max McClure) Papersmiths’ bespoke plinth (photo: Max McClure) Up Market in Birmingham’s Bullring (photo:Appear Here)