A “Shop-In-Shop,” also known as a “Store-in-Store,” a “Pop-in-Shop,” or a “Shop-n’-Shop”, is a unique concept that is ideal for breathing fresh life into a retailer’s surroundings. When a host retailer gives a certain consumer brand a specified amount of space in their shop, the consumer brand is able to sell items under their own brand name. While this is usually beneficial to both parties, there are a few key considerations to keep in mind while building a “Shop-In-Shop.”
- What are your goals?
What are your objectives for your “Shop-in-Shop”? Have you been having trouble with sales and need to expand into a new market? Or are you a growing company looking to extend your reach? Whatever it is, having a clear understanding of what you want to achieve is critical to your success. When it comes to building a “Shop-in-Shop,” there are 3 main aims that a firm might pursue.
- Generating revenue
When it comes to designing a “Shop-n’-Shop,” this is usually the company’s first priority. Making sure the store you’re collaborating with has comparable brand values and a similar customer base is crucial. Success rates will be quite low if the host shop you’ve partnered with mostly sells kitchen products and you’re trying to sell music equipment at your “Shop-n’-Shop.” However, keep in mind that the host shop should not be a direct rival. Instead of adding to the clutter, your goal is to provide a service that the host shop lacks and bridge the gap in the consumer’s demands. Also, if the product you’re attempting to sell is far more costly than what the host shop typically sells, they are likely to dismiss it entirely. Customers visit the store because of the unique experience they have developed. The “Shop-n’-Shop” you design is meant to complement, not detract from, that experience.
- Brand awareness
All brands aim to attain the status of Kleenex. The pinnacle of brand recognition, where your company’s name stands for your whole sector, not simply your product. It all starts with leaving a lasting impression on your customers and industry. People may link an experience with a name when they can use your goods in a real-world setting. Focus on what separates your company from the competition. Your consumer will be more inclined to connect with your effort if you demonstrate personality, empathy, and a fantastic product.
- Customer engagement
The goal of a “Store-in-Store” is to inspire the consumer to form a bond with your goods. You want people to connect with your product on a personal level and invest in your brand. This arises from your “Store-in-Store” offering a one-of-a-kind, engaging, and personalized experience. Show consumers how your product can succeed in a variety of settings, and provide them a means to keep their relationship with your company going. Focus on the rewards of a long-term connection rather than the benefits of a one-time sale.
- What is the floor plan?
After the store has assigned you a location and your goals have been established, the next item to consider is the amount of space you have available for your “Pop-in-Shop.” What department do you work in at the store? What additional goods are in close proximity to your “Pop-in-Shop”? How much space will the customer have to move about the “Pop-in-Shop”?
These are just a few things to think about while designing the floor layout for a “Pop-in-Shop.” One frequent strategy is to slow down the customer rather than stop them. This may be accomplished by providing two pathways for customers to follow, both of which flow around the “Pop-In-Shop,” thereby compelling the customer to connect with your brand.
- How memorable is your Shop-in-Shop?
Engaging as many of the five senses as possible is a key to sticking in someone’s memory. When it comes to engaging the customer, sight, touch, taste, smell, and sound may all be extremely significant. At the age of the internet, shopping in a physical store may give an experience that you can’t get on your computer. Being able to directly experience a product in all aspects allows the customer to have a deeper intimate bond with it. In a “Shop-in-Shop,” this is a benefit your consumer brand must take advantage of.
It may be tough to create a “Shop-in-Shop,” but we have it down to a science at Convention Displays. Following the advice above and partnering with Convention Displays is the best approach to ensure the success of your “Shop-in-Shop” initiative.