Planning the perfect pop-u There are so many ideas out there for summer pop-ups. Taking your business outside your shop can be a great method of building more sales. The tricky issue is trusting the great British summer, but why not test the water?
Lucy Holton, trade marketing manager at Mentzendorff, has helped dozens of independent retailers make a little go a long way with their in-store merchandising. In the third of a series of articles for The Wine Merchant, she offers advice on how to produce effective pop-ups for summer events
When considering structures to use, think about transport. This really is where the cost can mount up. If you’re going to test the water with one event, then maybe use something you can borrow or hire rather than going to whole hog.
Simple additions can make all the difference to a basic structure. Maybe some “thatched roofing” or a fun, eye-catching colour scheme or a large deckchair for Instagram moments. You can put shelving inside – from a shell you can make something a little bit more exciting.
I found a guy in the north on Gumtree who makes back garden bars for people.
seating for a very low cost with some outdoor paint
It was popular for the World Cup. He put together an
have been delivered to you then the hard work at
AIX rosé bar structure for me and it comes down into
the beginning is obviously sanding them off and
parts.
not making them dangerous things to sit on or lean
and a vision. If you’re going to use pallets that
NATIVE
CREATIVE
against. But they are affordable and once you’ve
Hay bale seating can work really well. You
done the work you’ve got a structure that lasts really
can source them locally to save money or find them
well. Again, you can pull those apart and move
on eBay or Gumtree. The great thing about summer
them around quite easily. There are lots of ideas and
pop-ups is they can scream shabby chic and still look
tutorials online.
awesome.
Pallets are something we all have easy access to. You can make a solid structure and
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With the AIX bar I applied a coat of primer and then an overcoat, and the next year I just used a spray can to touch up. You can