In 2010, he launched Instant Retail, which provides the shop fittings and services for temporary stores. Williams, who says his business is the only one of its kind in Australia, has since worked with brands including Peter Lang, Decjuba and Zoggs.
“What we used to see is a warehouse-style set-up with rusty racks of clothing,” he says. “We wanted to raise the bar a bit. The best pop-up shops are branding exercises, rather than just a way of moving stock.”
“A lot of clients don’t want a permanent retail presence but they want their customers to be able to touch and feel their products. Many of our clients are smaller businesses that want an economical, physical presence.”
Williams has worked on a variety of projects, ranging from Christmas present wrapping stations in large shopping centres to pushing stock in roped off sections of larger retailers. The typical cost for a weekend of trading, including location, equipment and set-up, is around $5,000 to $10,000.
He admits, however, that Australia still has a long way to go to match the intricacy of pop-up retail overseas.
“Australian businesses mainly see it as a sales exercise, a way to clear last season’s stock,” he says.
“Internationally, it’s more about branding and marketing. I hope and expect this approach to come to Australia, but it’s still in its infancy here, with four-day sales.”
“The best ones are those that are unique and have something different to say. For example, eBay in New York and London had no product or cash on site, but you could scan a QR code and buy a product via your mobile phone.”
Even if your retail spot is temporary, your standards should not fall – be professional about it.
“You need good systems and customer service,” says Templar. “You can get customers in there and then annoy them because you don’t take credit cards or don’t have change. Get the basics right.”
While the likes of Harvey Norman or Myer are unlikely to give up some floor space for your pop-up store, some other independent stores may be willing to do so, significantly lowering your costs.
“The best locations are existing shops as shoppers are there anyway,” says Williams. “But you can go for anything from an existing shop to a marquee on the grass.”
The main concern is red tape. “If the space you choose hasn’t been used for retail before, you will have to go to the council and get a trading permit, which can take months and will kill your project,” warns Williams.
Templar says “colour and movement” are good ways to lure consumers to your temporary edifice. Consider using special offers, games or other attractions to get people interested and follow it up with unique products and good customer service.
You’ve only got a short time, so make sure you make an impact. Be bold and different in order to stand out from the crowd.
