How to Make a Shop Share Pop Up Space Work for You

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nternationally-known retailer Macy’s made headlines recently when the brand announced it would be offering up shop share pop up space within its stores. “The Market @ Macy’s,” as its called, is launching for a six-month trial period in ten cities, offering brands the chance to land premium first-floor scalable space for a limited time. Macy’s isn’t the only company to be utilizing or testing store-within-a-store pop up shops, though. Quite a few are using the model, with benefits to both the main store and the pop up shop within.

Large Stores Increase Engagement by Creating Novelty

“Overwhelmingly, what we think makes this so attractive for Macy’s and our customers is it continues to drive customers to stores by giving a constant break of discovery,” EVP of new business development and innovation Marc Mastronardi said in an interview.

Offering up unused space helps create an ever-changing environment, ensuring those who want to stay in the know return back frequently to see what’s on, while the fresh displays and variety shake visitors out of auto-pilot and get them to take in the scene a bit more. Furthermore, the income generated makes it easier to cover overhead costs, a win-win all around.


The Store Within Goes Brick-and-Mortar for Less

Initially, pop up shops began picking up steam because commercial spaces were remaining vacant for extended periods of time and short-term leases opened up brick-and-mortar as a realistic option for a wider audience. Now, city centre spaces and areas with a large amount of natural footfall have climbing rent prices again, which prices out a lot of entrepreneurs. The store-within-a-store concept makes it possible yet again for brands to pop up in areas with existing traffic. The benefits are vast, and include:

  • Testing products and marketing campaigns
  • Teaching and building consumer relationships
  • Creating brand awareness
  • Adding a brick-and-mortar component to an online enterprise
  • Running experiential marketing campaigns
  • Operating short-term concept shops

Stores are Having Success with Pop Up Shop Models

There isn’t a one-size-fits-all solution when it comes to setting up shop share pop up space partnerships. Pairings are typically made because the brands share a similar audience, but often don’t compete. The arrangements each pairing makes is unique and set up in a way which benefits both parties well.

Macy’s

In a more “traditional” pop up shop arrangement, the landlord will simply hand keys over to the renter for a period of time, rent is paid to cover the time period, and the renter is responsible for managing their shop entirely. Other models which utilize shared space under a market-style agreement may be required to give the landlord a percentage of sales in addition to paying rent. Under the Macy’s program, renters pay a set fee, don’t have to pay the company a percentage of their sales, and special Macy’s Market employees staff the shops. This may be a great choice for Macy’s because the brand has distinguished itself as being high-end, and overseeing the staffing ensures they have full control over their reputation.

Saks Fifth Avenue

When departments normally hosted in the uppermost floor of Saks’ flagship store last year were moved during building renovations, the store’s planners needed to come up with a way to use the space that was empty, but not being worked on. After tossing around a few ideas, executives settled on the “Wellery,” or a series of pop up shops devoted to health and wellness. Among the short-term offerings were fitness classes by various local studios, salt rooms, golf simulators, and spa treatments.

HOUSE OF FRASER

House of Fraser is partnering up with Popertee to fill spaces, offering businesses the opportunity to check various stores to see which ones offer similar demographics to the ones they’re trying to reach. “This is a fantastic opportunity for House of Fraser to contribute to a growing market and bring a vibrant energy into a number of our flagship stores” said House of Fraser head of in-store experience Martin Shires. “Popertee’s technology has facilitated this in a clean and innovative way.” View House of Fraser shop share pop up space here.

List or Rent a Shop Share Pop Up Space at Popertee

Popertee’s tech is making it easier than ever for brands to find their ideal location, whilst our service empowers everyone from mom-and-pop shops through big retail brands and theatres to maximise the use of their spaces with ease. If you’ve got a space, either within your own shop or another variant, list it with us free. If you’re looking for a great venue, we have loads of shared spaces, kiosks, whole stores, and more, all available to rent. Browse our offerings now to find your ideal space.

,

nternationally-known retailer Macy’s made headlines recently when the brand announced it would be offering up shop share pop up space within its stores. “The Market @ Macy’s,” as its called, is launching for a six-month trial period in ten cities, offering brands the chance to land premium first-floor scalable space for a limited time. Macy’s isn’t the only company to be utilizing or testing store-within-a-store pop up shops, though. Quite a few are using the model, with benefits to both the main store and the pop up shop within.

Large Stores Increase Engagement by Creating Novelty

“Overwhelmingly, what we think makes this so attractive for Macy’s and our customers is it continues to drive customers to stores by giving a constant break of discovery,” EVP of new business development and innovation Marc Mastronardi said in an interview.

Offering up unused space helps create an ever-changing environment, ensuring those who want to stay in the know return back frequently to see what’s on, while the fresh displays and variety shake visitors out of auto-pilot and get them to take in the scene a bit more. Furthermore, the income generated makes it easier to cover overhead costs, a win-win all around.


The Store Within Goes Brick-and-Mortar for Less

Initially, pop up shops began picking up steam because commercial spaces were remaining vacant for extended periods of time and short-term leases opened up brick-and-mortar as a realistic option for a wider audience. Now, city centre spaces and areas with a large amount of natural footfall have climbing rent prices again, which prices out a lot of entrepreneurs. The store-within-a-store concept makes it possible yet again for brands to pop up in areas with existing traffic. The benefits are vast, and include:

  • Testing products and marketing campaigns
  • Teaching and building consumer relationships
  • Creating brand awareness
  • Adding a brick-and-mortar component to an online enterprise
  • Running experiential marketing campaigns
  • Operating short-term concept shops

Stores are Having Success with Pop Up Shop Models

There isn’t a one-size-fits-all solution when it comes to setting up shop share pop up space partnerships. Pairings are typically made because the brands share a similar audience, but often don’t compete. The arrangements each pairing makes is unique and set up in a way which benefits both parties well.

Macy’s

In a more “traditional” pop up shop arrangement, the landlord will simply hand keys over to the renter for a period of time, rent is paid to cover the time period, and the renter is responsible for managing their shop entirely. Other models which utilize shared space under a market-style agreement may be required to give the landlord a percentage of sales in addition to paying rent. Under the Macy’s program, renters pay a set fee, don’t have to pay the company a percentage of their sales, and special Macy’s Market employees staff the shops. This may be a great choice for Macy’s because the brand has distinguished itself as being high-end, and overseeing the staffing ensures they have full control over their reputation.

Saks Fifth Avenue

When departments normally hosted in the uppermost floor of Saks’ flagship store last year were moved during building renovations, the store’s planners needed to come up with a way to use the space that was empty, but not being worked on. After tossing around a few ideas, executives settled on the “Wellery,” or a series of pop up shops devoted to health and wellness. Among the short-term offerings were fitness classes by various local studios, salt rooms, golf simulators, and spa treatments.

HOUSE OF FRASER

House of Fraser is partnering up with Popertee to fill spaces, offering businesses the opportunity to check various stores to see which ones offer similar demographics to the ones they’re trying to reach. “This is a fantastic opportunity for House of Fraser to contribute to a growing market and bring a vibrant energy into a number of our flagship stores” said House of Fraser head of in-store experience Martin Shires. “Popertee’s technology has facilitated this in a clean and innovative way.” View House of Fraser shop share pop up space here.

List or Rent a Shop Share Pop Up Space at Popertee

Popertee’s tech is making it easier than ever for brands to find their ideal location, whilst our service empowers everyone from mom-and-pop shops through big retail brands and theatres to maximise the use of their spaces with ease. If you’ve got a space, either within your own shop or another variant, list it with us free. If you’re looking for a great venue, we have loads of shared spaces, kiosks, whole stores, and more, all available to rent. Browse our offerings now to find your ideal space.

Created on date: 08/10/2018