How do you measure the success of the pop-up store?

If you have made it this far, it is because you need to know everything about creating a pop-up store. Or almost. An essential point is missing for a successful pop-up store experience: measuring the performance of your pop-up store.

If I ask you how to measure the performance of a point of sale, you will tell me that we measure the evolution of turnover, the rate of effort and the return on investment. Obviously, it is essential to think about the commercial performance of your pop-up. But would it not be relevant to adapt the measurement indicators according to the objectives of your ephemeral operation?

If you are looking to broaden your horizons, and really understand the impact of your pop-up in your retail strategy, you have come to the right place. Follow the guide.

The pop-up store is a medium

As we discovered through this pop-up store guide, the goals of a pop-up store are varied and diverge from the simple search for additional sales. Brands seek to create a memorable experience to work on their reputation and memorability. They seek to meet the customer in order to recruit new customers. They seek to retain an already existing clientele by offering them additional quality services.

The place would therefore more than just a distribution channel, it is a brand window, a space where you can tell yourself, a medium where you are in control of the storytelling of your brand. The Pop-up store is therefore a media, in the same way as a poster in the street, as your social networks or as a television campaign.

Indicators to measure the performance of the pop-up store

Si The pop-up is not a simple distribution channel, but also a acquisition and loyalty channel, if the pop-up is a media, then it is also necessary to modify the battery of indicators used to measure performance.

You don't measure the performance of an Instagram ad just by the number of sales generated. We will also take into account the number of impressions, the number of clicks, the number of visits to the website. The same is true for the point of sale. Especially since the image and the experience you offer to a customer in a point of sale will always be more memorable and impactful than an impression on a screen between two publications. It is therefore necessary to adapt the indicators you use in the face of them, so that they are commensurate with your efforts and investments.

At Nestore, while we propose to keep commercial performance as key indicators, we have also identified three additional categories of indicators to be evaluated in order to measure performance: building the reputation and memorability of your pop-up, the quality and intensity of the experience, and the ability to retain your customers.

Take the ability of your pop-up to build brand awareness and memorability. One of the first relevant indicators will be the impact on your social networks. Has the number of subscribers increased since the launch of your pop-up? A second indicator would be Google searches related to your brand name. Did you notice any fluctuations in the period following your pop-up? Finally, has the number of subscribers to your newsletter, provided you have integrated a sufficient incentive during the buying process, increased? How many additional contacts did you recruit?

For each category, it is important to think about all the indicators that meet your goals. And if you have made it this far, do not hesitate to send us a quick note, Nestore will be happy to answer you or discuss your problems with you.

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