The main benefit derived from exhibiting a brand in a shopping centre is the ability of the latter to attract and retain large numbers of people.
These spaces represent a very attractive ecosystem for consumers, as they are looking for a complementary offer so that the public has different areas to cover their needs. This is why the trend is spreading in shopping centers specializing in areas (leisure, gastro, retail…) that lead the consumer through a circuit of experiences that encourage the customer not only spend more time in the center, but also recurrent. The number of shopping centres is measured according to annual visits, by season and by access point (very important for the stand or kiosk format). The more traffic the area has and the more m2 is rented in the location, the higher the cost will be.
If you are considering the possibility of presenting your brand in a shopping mall, here are the five steps to take into account when making this decision:
- Define your budget
It is necessary to develop a cost plan in order to have control over revenues and expenses. When renting a commercial space, other factors must be taken into account, apart from renting, such as the availability of technology at the point of sale or the cost of having qualified personnel.
If you keep a record of all the expenses, everything’s gonna go smoothly. You have to keep in mind that, after all, a pop-up store is a very small cost compared to a permanent store and all that, if you want, being in prime zone!
If you are investing your time and resources in setting up a pop-up store, you should be clear about your goals: Are you looking to attract new customers? Test your products? Increase sales volume? Raise public awareness with your pop-up store? Is it part of a marketing campaign? You have an online store but want to try your luck in the offline world while you get to know your customer better?
To want to cover all these objectives at the same time is complicated. Prioritize your objectives according to the needs of your brand and go for them!
The purpose of this format is to dazzle in an everyday space, with ingenuity and creativity, for a given time, with a specific product. Setting clear objectives a priori can help you measure its impact and assess the benefits of the pop-up revolution. We’re way ahead of you, they’re not few!
- Choose the format
There are several ways to introduce your brand in a mall:
Premises: spaces within a shopping center that are available for short-term rental.
Container: customized space from one or more modular containers (marine). With the modules you can organize the pop-up store as you imagine it
Stand/kiosco: In the common areas of the mall with people traffic that allow you to sell your product in the appropriate period of the year.
Each format has its advantages, but it should be borne in mind that it also involves a different cost. In Go-PopUp we advise you to choose the format that best suits your needs and availability of your project.
- How to choose the right Shopping Centre for my brand?
Once you are clear about the type of format and budget available, you must choose the shopping centre where your target audience is located.
Three variables must be taken into account in making this decision: the budget, the public and the product.
Budget: In the previously defined cost estimate, the rent of the shopping centre must fit us. The rent is usually higher the closer the shopping centre is to the city centre.
Audience: It is very important to make a previous analysis to verify where your brand’s customers are moving, to impact it with the right format, in the right place. It won’t do any good to set up in a premium shopping mall if our target is low-cost, for example.
Product: Depending on the permanent stores in the mall in question, it will have to be assessed whether or not it can complement your brand. For example, if the mall already has several ice cream shops and your brand is dedicated to the same product, it is interesting to value an option where your brand and product is different and stands out from the competition.
Shopping Centre Regulations: One of the most important factors when deciding on the location of your pop-up is the philosophy and regulations of the shopping centre. This factor implies that shopping centres value a good image of the format and positioning of the brand, the complementarity of products established in the shopping centre, and compliance with regulations and quality standards. A project proposal is usually submitted to the mall for prior approval.
At Go-PopUp we have a group of experts who will advise you at all times so that you enjoy the whole process and the result is a complete success.
After having organized, created, managed… and finally, once the pop-up store has been opened, the only thing that will be missing is to enjoy the experience. The format will be a new experience for the audience and also for the team itself.
Finally, you will see that the pop-up has been as you wanted, that the public is coming, curious, questioning, the product is tested,… And not only this, but the sales will be increased by the factor‘ today I am, tomorrow no longer‘.
A clear example of the impact of opening a pop-up store in a shopping mall is the case of Visionario.
The premium quality eyewear brand at revolutionary prices, trusted in Go—PopUp to establish itself in the Maremagnum Shopping Centre for six months. This was the brand’s first experience in a shopping mall, and the result was so positive that it is very likely that they will repeat it in the future. We can’t be happier!
In addition, the stand was visited by influencers such as the model Alejandro Lillo or the photographer Josep Albert.
One of the many ways to make a pop-up store is to use these mobile installations as modules to create the structure you want. All the constructions are plug & play, that is, they do not require any type of civil work and can be located both in exterior and interior.
Being 100% transportable offers some unique characteristics:
- Designing a fully customizable project
- Mobile sales channel with high visual impact
- Dynamization of commercial areas
- Totally sustainable
- The best investment, with a cheap rent
Nocilla, Diesel, H&M and Decathlon are some brands that have trusted us to make a Mobile pop-up store.
Here are some examples of the application of this model in shopping malls by our partner Container Custom:
Wherever you want to be
We help brands to site within the reach of new audiences in the main cities of Spain and Germany.
In Spain, we have agreements with several shopping mall groups
such as Gentalia, Carmilla, Klepierre, CBRE, Unibail-Rodamco and JLL. Within each group, there are many shopping centers with which we work.
In Berlin, we have an exclusive agreement with Bikini Berlin, the world’s first concept shopping mall with modular pop-up boxes. They can be temporarily rented to launch brand new products in the boxes.
If after reviewing this guide you have doubts or are interested in setting up an innovative and experiential project in a shopping centre, we encourage you to contact our expert firstname.lastname@example.org
Live a unique and memorable experience!