How can popup shops help to revive our high streets?

www.space-qube.co.uk

How can Pop-Up shops help revive our High Streets?


!What is the High Street?

• Prime place for business – Retail & Banking • Shopping Centres are often at the centre • Town Centres are often clones • Heart of the community


!!• Recession has made trading difficult • 14% of retail property is vacant • 80% of lease renewals will fall within the

next 4 years

!Why the High Street is changing?


!The Growth of Internet shopping

!• On-line shopping is relatively

easy • To set up an on-line shop is

cost effective • Delivery methods becoming

more sophisticated – GPS tracking

• Click and Collect help time poor customers


Why Save the High Street?

• Quintessentially British • What would be story line

in all soaps and TV programmes?

• And would we have had our classic TV dramas such as Mr Selfridge or Open All Hours?!

• Heart of our communities • Vital to a thriving

economy


!• The High Street is a fundamental part of our culture • If we do nothing we will end up with Ghettos


• Town Centres should be a main infrastructure • Radical action is needed • There are too many shops - equal to 300 Bluewater

shopping centres have been built in England since the early 1970s

• Doing nothing will leave our Trade Tourism and National reputation in tatters

• The High Street won’t be the same again - the retail element will shrink and change

• But we can retain the essence and make our Town Centres better, not the same as they were before

Notes from the Distressed Towns Taskforce Report


!• A destination • Part of the community • An integral part of wider

environment

Making Towns and Cities special

We need to make towns and cities…

Pop-Ups are a small part of this bigger picture


!So how can we bring a sense of theatre

back into our High Streets?

“I believe that our high streets are a really important part of building communities and pulling people together in a way that a

supermarket or shopping mall, however convenient, however entertaining and however slick, just never can.”

Mary Portas said in her Government Review in 2011…


!• Pull like minded businesses and

Town Centre practitioners together to help revive our town centres !

• Help for Town Teams or Business Investment Districts (BIDs) to rethink their towns

Revive and Thrive


• Seasonal Events • Festivals • Sporting Events

Pop-Ups can be a part this revival by Integrating with Town Centre plans

and being a part of the Local activities


• The temporary appearance of an organisation for retailing or a marketing activity !!

• Usually in an empty shop or space otherwise let on a long term basis

So, what is a Pop-Up?


• Gives easier access to the High Street

• Cheaper • No long term ties • Avoids big financial outlay for

rent, rates and deposits • Provides a temporary use for an

otherwise empty property • Good for testing a location • Provides Bricks & Mortar

presence for on-line retail business

Why use a Pop-Up?!!

• Offers an alternative property strategy

• Big retailers who wish to reduce their property estate by not renewing a lease on least profitable site

• Re-invest in Pop-Ups to provide continued presence in the secondary locations

• For Marketing Campaigns or Product Launches


!• Small businesses can

also see an increase in on-line sales through the use of the pop-up shop!

• For example, start-up company Swig flasks successfully used a PopUp to promote their on-line brand in the Piccadilly Pop-Up Britain store

But it’s not just for the big players…


!!

So Imagine what you can use a Pop-Up for… !!

Almost Anything!


Seasonal events Christmas . Easter . Valentines Day


!Festivals or Events

Go Rhino Public Art festival


!Festivals or Events


!

!Marketing new Technologies

Trying and buying a 3D printer


!Pop-Up Restaurant


!Not just for Retail or Christmas


!Supporting Not for Profit Campaigns


!So, how can you set up a Pop-Up Shop?

!Prepare a Project Programme:-

•Set your objectives •Timing – Be realistic •Costs •Other Resources ie people, possible locations !

Things to remember:- • Speak to landlords and determine

terms of the license and costs • Check the space is in the right

location • Check the access to the space -

parking, public transport, deliveries • Ensure the space has the right

Planning Class - (Cooking requires Class A3)

• Shop Size • Insurance • Staffing • Equipment

!!!The Marketing

• Prepare your marketing strategy. • Launch the shop and invite VIPs

and the press • Use Social Media community • Use other marketing tools –

mailshots, PR, advertising etc • Run a competition


!!!• Help big brands reconnect to Local communities.

!• Help small businesses reach people and places not

normally accessible !A collaboration between the two provides mutual benefit

As you can see, Pop-Ups…


Hampshire Fare Pop-Up

A Pop-Up Case Study


• British Land (Whiteley) wanted to engage with their local community !

• Hampshire Fare wanted to Promote local Produce to a new audience during the Food festival !

• Space Qube wanted first hand experience of running a pop-up and to build a relationship with Whiteley Shopping


!• 6 weeks to design, fit out, organise and open the Pop-

Up !

• Pulled in family, friends and local networking group business members for help !

• We approached Hampshire Fare Producers to supply to produce !

• Used local suppliers for shop fitting, equipment and catering


26 local producers took part


!• The result was a week long

Pop-Up that show cased some of the best Hampshire producers. Hampshire Fare and their members were delighted !

• It provided awareness of our Space Qube brand as well as giving us the first hand experience we required !

• Whiteley were so impressed they asked us to go back!


!!

!• …but easier than buying a long term lease and a lot

more fun! !

• Planning and being resourceful are key to making a popup work

It’s not a piece of Cake…


!!

• Pop-Ups are not just a fad but a new way of retailing

• Short Term lets and pop-ups will be more frequent

• Space Qube is looking to open a permanent site to make

Popping Up even easier

• Based on what we know, Pop-up is not just for Christmas but

for all year round

!The Future


!!

Mary Portas also said… !

“I want to put the heart back into the centre of our high streets, re-imagined as destinations for socialising, culture, health, wellbeing,

creativity and learning.”!!

Pop-ups do not provide the complete solution but can be a conduit for this rejuvenation


www.space-qube.co.uk [email protected]

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How can popup shops help to revive our high streets?

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