From building a relationship with your target demographic to seeing which products are the most sellable, setting up a pop-up shop means that you can ensure the success of your brand in the long term - but that’s not to say that business owners should be limited to the traditional pop-up spaces on the high street.
With pop-up retail worth around £2.3 billion to the UK economy, it’s no surprise that brands are looking for new ways to make a long-lasting impression on consumers with these short-term campaigns. And with the revolutionary design of converted shipping containers, more and more brands are giving their pop-up shops a dramatic high street makeover. At The Events Structure, we’re dedicated to bringing you the most attention-commanding retail spaces - and that’s why today, we’re exploring a handful of ways that upcycled shipping containers can help you to deliver a truly successful pop-up campaign.
1. Create an impression with eye-catching designs
The secret to effective pop-up shops is to create an eye-catching campaign - and that means that your pop-up should stand out on the high street. While fixed location spaces will only offer brands the opportunity to grab shoppers’ attention in their window displays, choosing to rent a shipping container means that you can utilise the design of the entire container and encourage customers to take a closer look. But that’s not all. The physical presence of converted shipping containers on the high street will mean that consumers are unable to miss noticing this space, meaning that you can generate as much attention as possible.
2. Maximise capital with low overheads
From building brand awareness to boosting sales, pop-up campaigns can quickly take a business to new levels of success - but with the ever-increasing rental costs that come with high street spaces, it’s not uncommon for overheads to eat into the campaign’s profits. Whether the purpose of your campaign is to generate income or to raise the profile of a brand, opting for a less expensive pop-up space means you can maximise capital - which is why the most efficacious brands choose to hire shipping containers. Often costing less in both rent and to outfit, shipping container conversions can be placed in high impact shopping areas - meaning that brands can maximise their publicity and reinvest more of their profits back into the business.
3. Enjoy the flexibility and freedom of a mobile unit
The ‘here today, gone tomorrow’ ethos means that when it comes to running a successful pop-up shop, high-impact advertising and a prominent location are essential. Attracting the attention of passers-by means that businesses can begin to raise their profile and encourage on-the-spot sales - and setting up shop in areas of high footfall means that you can make the most from your campaign. Unlike fixed location buildings, converted shipping containers give you the freedom to strategically position your pop-up directly in front of these high traffic areas, so you can maximise the number of people that your pop-up makes an impression on.
4. Give your campaign a unique edge
While the best pop-ups will reflect the brand and its values, opting for a truly unique campaign means that you can generate even more interest in your brand. If your business already has a permanent retail store on the high street, hosting a one-of-a-kind campaign in a converted shipping container means that you can grab attention by conveying crucial marketing messages in a more unusual and engaging way. Transforming an upcycled container into a working bar or restaurant, for instance, means that food and drinks brands can generate sales - as well as advertising different ways that consumers can enjoy their products.
5. Launch your latest product lines
Whether it’s the launch of a new brand or a limited edition product range, a pop-up store is one of the most economically-efficient ways to get noticed on the high street and see which products are likely to be the most popular. The buzz about the products that these campaigns will generate means that pop-ups are a must-have for any brand that’s destined for success. Nevertheless, the upfront costs that come with these short-term retail spaces means that dedicating a pop-up to one product line can often seem like an extravagant use of resources - which is why opting for cheaper alternatives is so recommended. Shipping container conversions provide brands with the same space that they require at a significantly lower cost, meaning you can avoid breaking the bank and feel the full benefits from your impactful campaign.
From encouraging passers-by to explore your most popular product lines to leaving a lasting impression on consumers with a unique campaign, upcycled shipping containers are no doubt one of the best ways to make an impact with a pop-up shop. So what are you waiting for?
For more information on our exhibition units including self-drive units, roadshow trailers, customised containers and mobile showrooms, get in touch with The Events Structure team today on 0161 821 1010.