Pop-Up Shop Planner

SKILL.md

---
name: Pop-Up Shop Planner
description: Plan, launch, and measure temporary retail experiences for ecommerce brands covering venue, design, staffing, marketing, and post-event analysis.
---

# Pop-Up Shop Planner

Launching a temporary retail experience is one of the most effective ways for ecommerce brands to build tangible customer connections, generate buzz, test new markets, and drive both in-person sales and long-term online customer acquisition. This skill provides a comprehensive planning framework covering every phase from initial concept through post-event performance review, ensuring your temporary retail experience delivers measurable results and memorable brand moments.

## Quick Reference

| Decision | Strong | Acceptable | Weak |
|---|---|---|---|
| Venue selection | Data-driven: foot traffic counts, demographic match, competitor proximity analysis | Gut feel from visiting 3+ locations | Single option chosen based on availability/price only |
| Budget allocation | 40% venue/build, 25% marketing, 15% staffing, 10% inventory, 10% contingency | Rough percentages with some flexibility | No budget breakdown; spending as needed |
| Duration planning | 3-7 days for awareness, 2-4 weeks for market testing, aligned with local events | Fixed duration based on lease terms only | "As long as possible" with no strategic rationale |
| Staffing model | Brand ambassadors trained on story + product + POS + data capture | Retail-experienced staff with product briefing | Untrained friends/family helping out |
| Marketing timeline | 4-week pre-launch campaign, daily during event, 2-week post-event follow-up | 2-week pre-launch, some during-event posting | Day-of announcement only |
| Data capture strategy | Email/SMS at POS, QR code stations, foot traffic counter, heatmap | Email collection at checkout only | No systematic data capture |
| Success metrics | Revenue + CAC + email capture rate + social impressions + post-event online lift | Revenue and foot traffic only | "It felt successful" with no metrics |
| Post-event follow-up | Segmented email within 48h, retargeting ads, survey, social content repurpose | Generic thank-you email to all visitors | No follow-up communication |

## Solves

- **First physical retail planning**: Complete roadmap for online-first brands entering physical retail for the first time, covering every decision from concept to teardown
- **Venue selection analysis**: Structured framework for evaluating and comparing pop-up venue options based on foot traffic, demographics, costs, and brand alignment
- **Budget planning and allocation**: Detailed budget templates with category breakdowns, contingency planning, and ROI projection models
- **Visual merchandising design**: Space layout principles, fixture planning, product display hierarchy, and sensory experience design for temporary retail
- **Staffing and training**: Staffing calculator, role definitions, training curriculum, and scheduling templates for pop-up teams
- **Local marketing strategy**: Pre-launch, during-event, and post-event marketing plans including local PR, social media, influencer activations, and foot traffic drivers
- **Performance measurement**: Comprehensive KPI framework and post-event analysis template for measuring pop-up ROI beyond just sales revenue

## Workflow

### Step 1 — Define objectives and concept
Clarify the primary purpose of the pop-up: brand awareness, product launch, market testing, customer acquisition, content creation, excess inventory clearance, or holiday sales capture. Each objective shapes venue, duration, budget, and measurement decisions differently.

**Key questions to resolve:**
- What is the single most important outcome? (rank: awareness, revenue, acquisition, data)
- What is the total budget available (all-in)?
- What is the target market/city and why?
- Is there a specific product, collection, or launch to anchor the experience?
- Are there local events, holidays, or cultural moments to align with?
- What is the brand's physical retail experience level? (first time vs. experienced)

**Concept development deliverables:**
- One-sentence pop-up concept statement
- Primary and secondary objectives with measurable targets
- Target visitor profile (who you want walking through the door)
- Duration recommendation based on objectives
- High-level budget range validation

### Step 2 — Venue selection and evaluation
Evaluate potential venues using a weighted scoring framework. Consider foot traffic volume, demographic alignment, competitor proximity, accessibility, lease flexibility, build-out requirements, and total cost.

**Venue types and best fit:**
| Venue Type | Best For | Typical Cost Range | Duration Sweet Spot |
|---|---|---|---|
| Empty retail storefront | Full brand immersion, market testing | $2K-15K/month | 2-8 weeks |
| Shopping mall kiosk/inline | High foot traffic, impulse purchases | $3K-20K/month | 1-4 weeks |
| Market/fair booth | Low-cost testing, community connection | $200-2K/weekend | 1-3 days |
| Co-retail (shop-in-shop) | Shared audience, lower cost | $1K-5K/month | 2-12 weeks |
| Event venue/gallery | Launch events, media moments | $2K-10K/day | 1-3 days |
| Mobile unit (truck/trailer) | Multiple locations, street-level buzz | $5K-20K/month | Flexible |

**Venue scoring criteria (weight each 1-10):**
- Daily foot traffic volume (hard data, not estimates)
- Demographic match to target customer
- Proximity to complementary businesses (not direct competitors)
- Public transit and parking accessibility
- Lease flexibility (short-term, easy exit)
- Build-out allowances and restrictions
- Utility and fixture infrastructure
- Natural lighting and space dimensions
- Landlord reputation and responsiveness
- Total cost relative to budget

### Step 3 — Design space layout and visual merchandising
Create the physical experience design including floor plan, fixture selection, product display hierarchy, traffic flow, and sensory elements (lighting, sound, scent). The space should tell your brand story in a walk-through narrative.

**Space design principles:**
- **Threshold zone** (first 5-10 feet): No selling — create decompression and brand immersion. Welcome signage, hero visual, scent/sound introduction.
- **Discovery zone** (main floor): Product displays organized by story/collection, not just SKU. Highlight hero products at eye level, create Instagram-worthy moments.
- **Engagement zone**: Interactive elements — try-on areas, product testing stations, customization, or educational displays.
- **Conversion zone** (checkout area): Streamlined POS, impulse add-ons, data capture (email/SMS signup for incentive), branded packaging station.

**Fixture and materials planning:**
- Prioritize modular, reusable fixtures (recoup cost across multiple pop-ups)
- Budget 60-70% of build-out cost for fixtures, 30-40% for graphics/signage
- Plan for setup time: simple fixtures (4-8 hours), custom build-out (2-5 days)
- Include a "content creation corner" — well-lit spot designed for customer selfies and influencer content

### Step 4 — Build staffing plan and training
Calculate staffing needs based on space size, expected traffic, operating hours, and experience complexity. Define roles, create a training program, and build the schedule.

**Staffing calculator:**
- Minimum staff: 2 people at all times (coverage + security)
- Add 1 staff per 400 sq ft for spaces >800 sq ft
- Add 1 staff for every dedicated experience station
- Add 1 dedicated "greeter/traffic counter" for spaces with high foot traffic
- Peak hours: 1.5x minimum staffing

**Role definitions:**
| Role | Responsibilities | Ideal Profile |
|---|---|---|
| Pop-up lead | Overall operations, bank/cash management, problem solving | Experienced retail manager or brand team member |
| Brand ambassador | Customer engagement, product storytelling, styling | Brand-aligned personality, strong communicator |
| POS operator | Transactions, upselling, data capture at checkout | Retail/POS experience, detail-oriented |
| Experience host | Manage interactive stations, demonstrations | Product expert, high energy |
| Content creator | Photo/video capture, live social posting | Social media savvy, photography skills |

**Training curriculum (3-4 hour session):**
1. Brand story and values (30 min)
2. Product knowledge deep dive (45 min)
3. POS system and data capture process (30 min)
4. Customer engagement scripts and FAQ (30 min)
5. Visual merchandising standards and restocking (20 min)
6. Emergency procedures and escalation (15 min)
7. Role-play scenarios (30 min)

### Step 5 — Develop marketing and promotion plan
Create a three-phase marketing strategy: pre-launch (build anticipation), during-event (drive traffic), and post-event (extend impact).

**Phase 1: Pre-launch (4-2 weeks before)**
- Local PR outreach to lifestyle/retail media and bloggers
- Social media teaser campaign with countdown
- Email announcement to existing customer list with location details
- Local influencer partnerships with preview invites
- Google My Business temporary location listing
- Local event calendar submissions
- Geo-targeted social ads within 10-mile radius
- Partner cross-promotion with neighboring businesses

**Phase 2: During event (live)**
- Daily social media content (stories, reels, live streams)
- User-generated content encouragement (branded hashtag, photo moment)
- Real-time foot traffic optimization (post when busy for social proof)
- Flash promotions or daily specials to drive urgency
- Influencer visit scheduling throughout duration
- Local "happening now" platform posts (Instagram, TikTok, local apps)

**Phase 3: Post-event (0-2 weeks after)**
- Thank-you email to all data-captured visitors within 48 hours
- Segmented follow-up based on purchase/non-purchase behavior
- Social media recap content (highlights reel, customer photos, metrics)
- Retargeting ads to visitors who didn't purchase
- "Online exclusive" offer for pop-up visitors to drive DTC conversion
- Media follow-up with results and quotes for press coverage

### Step 6 — Plan inventory and operations
Determine product assortment, inventory quantities, POS setup, payment processing, and day-of operational procedures.

**Inventory planning framework:**
- Bring 2.5-3x expected sales volume (plan for sell-through rate of 33-40%)
- Over-index on hero products and best-sellers (60% of inventory)
- Include "exclusive" or "first-to-market" items (15% of inventory)
- Stock impulse/add-on items near checkout (15% of inventory)
- Have a plan for unsold inventory (return to warehouse, donate, flash sale)

**POS and payment requirements:**
- Mobile POS system (Square, Shopify POS, Clover) with backup device
- Accept: tap/chip cards, Apple Pay, Google Pay, cash (with change float)
- Offline mode capability (internet can be unreliable in temporary spaces)
- Integration with existing ecommerce platform for unified inventory/customer data
- Receipt options: email (preferred for data capture), SMS, paper

### Step 7 — Measure results and create post-event report
Track comprehensive metrics during and after the event to evaluate ROI and inform future pop-up decisions.

**Core metrics to track:**
| Metric | How to Capture | Benchmark |
|---|---|---|
| Total foot traffic | Door counter or manual tally | Varies by venue type |
| Conversion rate | Transactions ÷ foot traffic | 15-25% for pop-ups |
| Average order value | POS data | Should exceed online AOV by 10-20% |
| Revenue per square foot/day | Revenue ÷ sq ft ÷ days | $5-30 depending on category |
| Customer acquisition cost | Total cost ÷ new customer emails captured | Target <$15 for DTC brands |
| Email/SMS capture rate | Signups ÷ foot traffic | Target 30-50% of visitors |
| Social media impressions | Post analytics + UGC hashtag tracking | 10x+ foot traffic |
| Post-event online sales lift | Compare 30 days after vs. 30 days before | 5-15% lift from pop-up customers |
| Net Promoter Score | Post-visit survey | Target >50 |

## Example 1: DTC Skincare Brand First Pop-Up

**Input provided:**
- Brand: Clean skincare brand, $30-80 products, sold on Shopify DTC
- Objective: Customer acquisition and brand awareness in new market (Austin, TX)
- Budget: $18,000 all-in
- Timeline: Want to execute within 8 weeks
- Target audience: Women 25-40, health-conscious, premium beauty buyers

**Pop-up plan:**

Concept: "Glow Lab" — 5-day interactive skincare experience featuring skin consultations, product testing stations, and custom routine building. Aligned with Austin's South Congress street festival weekend.

Venue: 600 sq ft vacant retail space on South Congress Ave. $3,500 for 7 days (including 2 days setup/teardown). Score: 8.5/10 — excellent foot traffic, strong demographic match, accessible.

Budget Allocation:
| Category | Amount | % |
|---|---|---|
| Venue (lease + utilities) | $3,500 | 19% |
| Build-out (fixtures, signage, lighting) | $4,200 | 23% |
| Marketing (ads, PR, influencer) | $4,500 | 25% |
| Staffing (4 staff × 5 days) | $3,000 | 17% |
| Inventory (product samples + sellable) | $1,500 | 8% |
| Contingency | $1,300 | 7% |
| **Total** | **$18,000** | **100%** |

Projected Outcomes:
- Foot traffic: 1,200-1,800 over 5 days
- Conversion rate: 20% (240-360 transactions)
- Average order value: $52
- Revenue: $12,480-$18,720
- Email captures: 480-720 (40% of foot traffic)
- Customer acquisition cost: $25-$37.50

## Example 2: Streetwear Brand Market Test Pop-Up

**Input provided:**
- Brand: Streetwear brand with online presence, $45-150 products
- Objective: Test viability of permanent retail in Brooklyn, NY
- Budget: $35,000 all-in
- Timeline: 3-week pop-up during summer
- Target audience: Men 18-32, fashion-forward, streetwear culture

**Pop-up plan:**

Concept: "The Drop Room" — 21-day retail experience combining limited-edition product drops (new items every 7 days) with DJ sets on weekends and custom screen-printing station. Located in Williamsburg to capture streetwear traffic.

Venue: 1,000 sq ft ground floor retail space on Bedford Ave. $8,000 for 4 weeks (including setup week). Score: 9.0/10 — peak foot traffic, exact demographic match, subway accessible.

Budget Allocation:
| Category | Amount | % |
|---|---|---|
| Venue (lease + utilities + insurance) | $8,000 | 23% |
| Build-out (industrial fixtures, DJ setup, screen-print station) | $8,500 | 24% |
| Marketing (ads, influencer, local PR, event promotion) | $7,500 | 21% |
| Staffing (5 staff × 21 days + DJ fees) | $6,500 | 19% |
| Inventory (including exclusive drops) | $2,500 | 7% |
| Contingency | $2,000 | 6% |
| **Total** | **$35,000** | **100%** |

Projected Outcomes:
- Foot traffic: 4,500-6,000 over 21 days
- Conversion rate: 18% (810-1,080 transactions)
- Average order value: $78
- Revenue: $63,180-$84,240
- Email/SMS captures: 1,800-2,400
- Data insights: weekday vs. weekend patterns, neighborhood heat mapping, product preference data for permanent location decisions

Market test success criteria for permanent retail:
- Revenue per sq ft >$10/day sustained over 3 weeks
- Repeat visitor rate >15%
- Post-event online sales lift >10% from zip code
- Customer feedback score >4.2/5

## Common Mistakes

1. **Choosing venue based on cost alone**: The cheapest space often has the lowest foot traffic. A $5K venue with 3,000 weekly passersby outperforms a $2K venue with 300 passersby. Always evaluate cost per potential customer impression.

2. **Underestimating setup and teardown time**: Most pop-ups need 1-2 days for setup and 1 day for teardown. A "5-day pop-up" requires a 7-8 day lease. Budget time and cost accordingly.

3. **No data capture strategy**: A pop-up that generates $20K in revenue but captures zero customer emails has failed at long-term value creation. Make email/SMS capture a non-negotiable part of every transaction.

4. **Treating it as a regular retail store**: Pop-ups thrive on exclusivity, urgency, and experience. If your pop-up looks and feels like a permanent store, you have missed the point. Create FOMO, offer exclusives, build experiences.

5. **Marketing only on day one**: The biggest mistake is spending all marketing effort on launch day and going silent for the rest of the run. Plan daily content and stagger promotional tactics across the full duration.

6. **Overstocking inventory**: Bringing $50K of inventory to an $18K-budget pop-up creates unnecessary risk. Use the 2.5-3x expected sales rule and restock from nearby warehouse if needed.

7. **Ignoring permits and insurance**: Temporary retail often requires business licenses, temporary use permits, sales tax registration, and event insurance. Check local requirements at least 4 weeks before opening.

8. **No post-event follow-up plan**: The real ROI of a pop-up happens in the 30-90 days after it closes. Without a follow-up email sequence, retargeting campaign, and online-exclusive offer for visitors, you are leaving the most valuable outcomes on the table.

## Resources

- [Output Template](references/output-template.md) — Structured pop-up planning document format
- [Venue Evaluation Scorecard](references/venue-evaluation-scorecard.md) — Weighted scoring framework for comparing venue options
- [Budget Planning Guide](references/budget-planning-guide.md) — Detailed budget templates by pop-up type and scale
- [Quality Checklist](assets/quality-checklist.md) — 48-item quality assurance checklist for pop-up planning completeness