How to choose your pop-up location

When you’re planning your next pop up, how do you decide on a location?

For businesses already trading online, there is a wealth of information about your customer base which you have at your fingertips. Using this wisely, with a data-driven approach, will help you find the very best location and give your pop up the greatest chance of success.

Here are the key points to bear in mind.

First, if you’re already trading online, look at every order you’ve received over the last 6 months including the order total value, and the postcode. This is best done in a spreadsheet, so you can sort the data.

Next, group the orders into unique postcodes – what is the total revenue for each postcode based on the total of all orders in that area?

If one post code emerges as a clear leader, you know where to set up shop! If you have more than one post code with similar spend value, then you might even like to ‘A/B Test’ the two locations. Why not run two trial pop ups, one in each location. Whichever is most successful (in terms of sales, footfall, media coverage or whatever your objective is), focus on that area for a more ambitious follow-on pop up, safe in the knowledge that you have tested the market and the investment will be worthwhile.

Don’t forget that Facebook ads are a brilliant way to target geographical locations – once you’ve identified postcodes where you have a high value of orders, increase ad spend in those areas to promote your pop up launch.

Finally, think about ‘adjacencies’. Who are the neighbouring businesses in the area you are considering? Do they attract the demographic you need? Don’t be afraid to locate near other similar businesses. Whilst it may seem counter-intuitive to locate near competitors, in retail a critical mass of similar businesses works well, because it creates a shopping destination. (Think Carnaby Street, Oxford Circus, High Street Ken, etc)

If you need help to decide on a location for your pop up shop, contact the team on hello@wearepopup.com and we’d be happy to discuss your needs.

Tips taken from WAPU experience and from Anna Kegler’s RJMetrics blog post.