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‘‘Tis the season to shop. Let’s reflect on a few popular holiday traditions: roasting a turkey on Thanksgiving, decking your halls

and Christmas tree and, dare I say, waking up early to snag great deals on Black Friday? Shopping has become so important that it has earned its coveted spot in the holiday routines of families across America.

The National Retail Federation’s Thanksgiving Weekend Survey showed that nearly 102 million people shopped in stores. Of these shoppers, “31.2 percent said they shopped because it is a tradition, and 25.5 percent said it provides them with something to do over the holiday weekend.” In addition, Channel Advisor shared that 74 percent of retailers say that 20 percent or more of their annual sales take place during the holiday season. This means that the holiday season is critical to brands and retailers, and with this holiday season already in full swing, expect more competition on ways to get consumers to open their pockets.

According to a recent study, pop-ups alone bring in an estimated $2 billion during the holiday rush. A pop-up shop occurs in a specific, limited time frame and offers the flexibility of having a physical location without committing to a long-term lease or adopting the risks associated with it. Commonly used to test and launch products or increase brand awareness, hosting a holiday pop-up shop can be a valuable way to jump into shopping’s biggest season of the year and take advantage of the foot traffic on the bustling streets and crowded marketplaces, especially for online brands.

While consumers are thinking of what to buy whom, the perfect time is now to try new profile-raising techniques with a holiday pop-up shop. How will you stand out in the crowd? In the next few chapters, we will cover the ins and outs of preparing for the holidays- from merchandising to marketing. Although this book focuses on building a pop-up from ground- up, you can also use this resource for your permanent brick-and-mortar locations for the holiday season, and even year round!

CHAPTER 1 ‘Tis the Season

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‘Tis the Season

CHAPTER 1 ‘Tis the Season

CHAPTER 2 Finding the Perfect Space

CHAPTER 3 Teasing the Crowd (Shh, Santa’s Secret)

CHAPTER 4 Marketing Your Pop-Up

CHAPTER 5 More Expert Marketing Tips

CHAPTER 6 Storytelling With Windows

CHAPTER 7 Case Study: Google’s Winter Wonderlabs

CHAPTER 8 Merchandising and Store Design

CHAPTER 9 Creating a Custom Retail Experience

CHAPTER 10 Case Study: Inside Target’s “Wonderland”

CHAPTER 11 Launching your Omnichannel Strategy

CHAPTER 12 Key Takeaways

TABLE OF CONTENTS

Whether you are a startup launching your new collection, an established company looking to test the market as you expand, or a pop-up veteran looking to connect with your clientele, pop-ups can be right for your holiday campaign. Here four options to consider:

1. Shop-Sharing with we are pop-Up“We Are Pop Up connects you directly with innovative retailers in NYC and London. Instead of having to take over a full space, you can rent just the space you need. You get to leverage the store’s full ecosystem so that means not having to lug furniture, be responsible for merchandising, staffing or anything else.”

-Greg Spielberg, We Are Pop Up Managing Director

2.ColleCtiveS and MarketSCollectives (think: a “group pop-up” of a curated selection of brands) and markets are great for starting out because of their collaborative nature. You can have your own branded space, feature your brand in promotional verbiage, and be surrounded by other brands that align with yours-all while sharing the costs and responsibilities with others.

3.StorefrontSIf you want a strong brand presence and have the capabilities and budget,

you are definitely ready to stand independently in a storefront.

To look for vacant spaces to pop-up, you can start your search on Thestorefront.com, “the world’s leading online marketplace for renting short term retail space,” or consider an agency (such as Creative CNTRL) to scout spaces for you. If you choose to scout your own space, remember that foot traffic and location are not the only factors that are important. Also consider how raw the space is- does it have wifi? storage? an alarm system? scaffolding that obstructs the view of the store?- ignoring these details can affect your stay.

4.thinking oUt of the Box: UnConventional SpaCeSFood trucks don’t have to be the only activation on wheels. You can also take your pop-up mobile, or even pop-up in public spaces to go to where shoppers are rather than having them come to you.

Carefully assess your budget, capabilities and goals, and decide what options would be best to pop-up. If you are launching and would like to piggy-back on platforms that are already supported, you might want to start off with a shop share, collective or market. Regardless of the options you use, make sure you use design and signage to customize your space. We’ll share more tips in the design and merchandising section, which will be unlocked in a few days!

ChApTEr 2Finding the Perfect Space

CHAPTER 2 Finding the Perfect Space

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pro-tip:Creative CNTRL provides services for space

scouting and mobile solutions. View our locations here.

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Curiosity is a natural human instinct. You can have a wall built without a purpose, and I can guarantee that people will gravitate towards its mystery and will try to find out what is behind it. Feed this impulse and use it to your advantage when you are setting-up shop for the holidays. Here are a few concepts to help you build momentum as you pop-up or launch your holiday store layout:

windowSAs Macy’s unveil their highly anticipated holiday windows, you can also build suspense and momentum while setting up your holiday store.

Consider covering windows and allow a few small peek-holes for the public. With text, invite curious minds to take a peek, and even take it a step further by adding text asking the public to “keep Santa’s secret.” CAT Footwear used this tactic while setting up for their fall midtown pop-up in 2014, and bypassers peeped through and anticipated the store’s opening.

A similar and more cost-effective approach is to gain public interest by allowing bypassers to watch the set-up action in progress. It’s simple: keep the windows open to the public, and add a clever tagline along the lines of “Santa’s Workshop in Progress,” your pop-up’s hashtag and the date that the shop will open to the public. There have been many times where I was building-out a shop, and someone asked what was coming soon or came to the shop when it opened just because they saw my team working on it as they passed by.

SoCial MediaTeasing does not have to be limited to the physical pop-up location. Share #bts (behind-the-scenes) snapshots and a countdown of the opening on Instagram, Facebook and other social media and website as well. Don’t forget to send your own newsletter out to your current shoppers!

CHAPTER 3 Teasing the Crowd

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ChApTEr 3Teasing the Crowd(Shh, Santa’s Secret!)

pro-tip:Name your pop-up shop with a short, catchy and “hashtaggable”

name. This will make it easier for bypassers to remember and search for in case they were in a rush while passing by.

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Here are my favorite tips to market your pop-up:

throw it in their faCeS… so shoppers “throw it in their bags.” Stick with clear, concise branded signage and verbiage that will provoke emotions or incentivize the customer to step into your store.

Remind shoppers that the store is limited time only by highlighting the start and end the dates on door, windows, and prominently displayed throughout the store. This tells shoppers to “buy now, because we won’t be here later,” and shoppers tend to enter and/ or because they don’t want to miss out on the opportunity.

go oUt on the StreetS…Literally. Whether it’s an A-board grabbing attention or a street team cheerfully inviting customers in, you should be grabbing the attention of who is passing by. With an abundance of door-busters and digital information easily accessible, many people now have holiday shopping plans and already know what they want by researching online prior to stepping out. A-boards and cheerful brand ambassadors can cut through their plans and prompt them to enter your store.

give theM a BreakInvite exhausted shoppers to come into your shop with a lounge, offering

complimentary coffee, hot chocolate, tea and cookies. Make the most out of your “pit-stop” by placing a representative or beautifully designed A-board at the entrance, and reel in sales with small impulse purchases or “stocking stuffers” strategically placed around the area.

reaCh oUt to BloggerS and loCal inflUenCerSThe Nude House pop-up in NYC partnered with fashion and blog, Taste the Style, for a mini-pop up party called Hot Toddies x Hot Lips, inviting their followers to “come shop for the holidays a la TTS.” The Taste the Style team curated their own “mini-shops” to showcase their favorite brands and their own limited edition holiday tee.

Blogger collaborations are a win-win relationship.This arrangement works in favor of bloggers because:• It promotes the bloggers’ projects and gives them additional shelf space• It introduces shoppers to their platform

It also works in favor for retailers because:• The “stamp of approval” from bloggers could result in increased purchase size for existing customers• It is a great promotional tactic to bring new shoppers to the store

CHAPTER 4 Marketing Your Pop-Up

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ChApTEr 4Marketing Your Pop-Up

Creative CNTRL

Written by Courtney Richardson, Branding & Marketing Expert

Pop ups are the perfect activation during the holidays. In fact, they are one of my favorite marketing strategies. It’s a great opportunity to allow customers to ditch gifting the standard gadget and instead, get everyone on their list something unique, while enjoying a one-of-a-kind shopping experience.

In order to ‘pop out’ this holiday season, here are some cool ways to stand out and get attention to your store:

1. The holidays are the perfect season for giving- even more of a reason to allow proceeds from specific items sold at a pop up to go towards a local charity or cause. Even Ebenezer Scrooge and the Grinch couldn’t pass this up.

2. Give customers the chance to receive a little getting while they’re gifting this year. Promote your pop up with incentives are sure to draw a large crowd. More ideas to get festive are offering a nail or braid bar to offer customers a little pampering and offering activities like cookie or card decorating throughout your stay.

3. If you really want your pop up to stand-out, consider using unconventional spaces. Bring a smile to customers by bringing the pop up to them rather than having them go out of their way to come to you. For instance, Kate Spade setting up a life-size igloo in the middle of Bryant Park, where inside it, they sold their popular “giftables” and stocking stuffers- including winter accessories and stationary, scarves and gloves. A seasonal attraction, public parks and places would be the perfect place to pop up and put a spin on what it means for brands to pop up for the holidays.

CHAPTER 5 More Expert Marketing Tips

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Courtney&Co. is an urban marketing firm that works to revolutionize, innovate and create fresh strategies and tactics for some of today’s coolest brands & companies. You can find her projects and services at http://www.crtney.com/

ChApTEr 5More Expert

Marketing Tips by Courtney Richardson

Written by Richard Eberle, Production and Design Manager of Judith Von Hopf

During the holidays, there are many ways to get your window to stand out from the rest. This can be done in a simplistic way with key elements that tell a story, or this can be done with a beautifully detailed window that keeps your attention while you find all the unique pieces. Both are possible and can achieve the same amount of attention.

If your store has multiple windows to showcase, then you have the perfect opportunity to tell a story that seamlessly moves from one window to the next. Some locations don’t have as much real estate so it may benefit them to try a more detailed approach. These retailers have one shot to grab a viewer’s attention and captivate them with a gorgeous window display.

tipS for typeS of windowS• Fewer Windows- no problem. Aim for a detailed approach that will hold a viewer’s interest. Get them to look around the window and find little hidden gems. Be clever, be unique, and make the viewers interact!

• Have a whole block? Tell a story by leading the viewer through a journey from one window to the next. Let the viewer enter one side of the street and leave the other side with a story to share with others. Aim for a story that the viewer can relate to, and make them smile for the holiday season.

*Remember, keep each window simple and sweet. You don’t have to tell the story in one window; you have a whole block to share and engage them in the experience.

general tipS• Include eye-catching props that shine and catch the viewers as they walk by.

• Movement in windows have always been a game changer and seem to grab the most attention. It is an expensive option but will set you

CHAPTER 6 Storytelling With Windows

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ChApTEr 6Storytelling with

Windows by Richard Eberle

apart from most other windows. Motorized displays can take a viewer on a journey and fascinate them.• Again story, story, stories! Who doesn’t love a good story?!• Interactive displays are fun but sometimes don’t have the same effect in crowded streets. Not everyone can get the full experience with these types of displays, so they don’t get the credit they deserve.• Be sensitive to the holiday season and what is going on in the world. Coming up with a direction that every single person will find inoffensive is a very ambitious goal to set, but try your best and more viewers will respond positively. Alternatively, you can choose the road of not being sensitive and try to break the silence to stun people. That tactic will also get you publicity, but is not always recommended because there is a fine line between clever and offensive.

Windows displays at places like Saks and Macy’s do this every year and are great examples of simplistic story tellers. Bergdorf Goodman pushes the envelope with the simplistic approach by always intriguing the viewers with their extravagant displays that aren’t that simple, yet you get the story at a few glances.

Be unique, be original, and most importantly be true to your brand. When the season is over, leave the viewers excited to see what you have up your sleeve next year.

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Richard is a Fashion Institute of Technology Alumni where he graduated Summa Cum Laude in Visual Presentation and Exhibit Design. Soon after graduation he found his way into the design and build community for retail environments. He has been working in Project Management as well as Production and Design Management positions for companies such as Judith Von Hopf, Inc and GUILD. Currently in the position of Production and Design Manager at Judith Von Hopf, Inc. For more information, visit www.richardebe.com

Google courtesy of YouTubeNext: Chapter 7 Google Winter Wonderlabs

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In 2013, Google launched holiday pop-up shops showcasing their latest gadgets, featuring Google’s Nexus 7 tablet, Chromebook laptop, Chromecast TV dongle, and the Google Play store. The shops, called winter wonderlabs, introduced these products to consumers and allowed shoppers to test out them out. They launched this initiative on the northwest side of the New York City’s Bryant Park skating rink and in malls in Maryland (Westfield Annapolis), Chicago (Westfield Fox Valley), California (Westfield Topanga and Westfield Galleria), and New Jersey (Westfield Garden State Plaza).

why we loved it?Google Winter Wonderlab’s human-sized snow globe invited participants to spread holiday cheer by making their own slow-motion video to keep and share online. To sprinkle on even more fun, they also provided holiday themed props such as fake snow and fabric snowballs as dynamic backgrounds for these videos. Google knew that their target audience likes to “stay connected” to the digital world and not only gave them content to share with their friends and followers, but also encouraged visitors to stay around to listen to music, play games, watch videos and surf the app store on their devices.

how did google Create a delightfUl experienCe?Knowing how important convenience is to shoppers, Google avoided having visitors stand in long lines. Visitors were able to grab a “snowpass”- a teal card available on every tabletop that secured one’s place in line,

and registered with their name, email address and cell phone number. A notification popped on their mobile devices when it was their turn in the globe.‘key takeawayS:Build your pop-up experience around your target market and convenience. Google identified that their target market is always “connected” and participates in social sharing. Because of this, they used a video booth to allow their target audience to create fun videos and share with on their social platforms- which, in turn, built buzz and brand awareness around the launch of their new products.

Google also considered the convenience of their participants and improved the overall experience by notifying people of their turns in the globe as they interacted with their products rather than having them wait in lines. As you activate, follow this organized example and make it simple for people to join in and participate. The easier, the better!

CHAPTER 7 Case Study: Google Winter Wonderlabs

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ChApTEr 7Case Study:Google Winter Wonderlabs

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Here are a few tips in using products and design to make your pop-up a success.

SpeCial eventS: have BrandS pop-inConsider hosting other brands within your pop-up by inviting them to showcase their products and serve wine to their VIP shoppers, friends, and families for an evening. Be sure to reach out to companies that compliment but do not compete with your products, and identify other brands that could be associated with your target market’s profile. For example, a Fitbit pop-up could activate with complimentary sessions from a local yoga studio or a juicing workshop since their customers are interested in living a healthy lifestyle.

Positioning yourself with relative companies and/ or brands can:• Help you reach a larger market• Add credibility to your pop-up• Increase purchase size

enCoUrage iMpUlSe Shopping with giftaBleS and “StoCking StUfferS”Especially during the holiday season, easy, giftable items whose attractive discounts or price tags can encourage spontaneous buying. Think small, lifestyle products such as candles, desk accessories, stationery, or gift cards. Highlight these “giftables” near the door and the check-out station so that

customers think “might as well get this item” as they purchase.

don’t Be too CliCheDon’t be afraid to ditch the traditional red and green colors. Whether you go bold or minimal with your artistic direction, look for decor that aligns with your brand rather than filling your store with average props that can be tossed out.

Before you purchase hundreds of fuchsia holiday bags, know the amount that you truly need, and decide if you are going to keep the same theme next year. This will influence how much you should allocate to your decor budget. If you commit to having a similar theme in the following years, there is more room to invest into more elaborate decorations.

SignageUse signage to offer discounts or to highlight special details about your products. Everyone loves a deal, and saving more means being able to give more. Why not highlight the price-cut if there is one?

If there is no price-cut, what are you offering, and what makes it special? Answer this question by turning your signs into a consumer’s “shopping buddy” to guide who the shopper could gift the product to. It can be “great for entrepreneurs” or “perfect for the Yogi in your life!”

CHAPTER 8 Merchandising and Store Design

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ChApTEr 8Merchandising and Store Design

pro- tip #1: Remember, your bags are also one of your biggest promotional materials, so make sure they are eye-catching!

pro- tip #2: If you want to be more subtle and inclusive in your holiday decor, you can replace christmas trees and ornaments

with simple ribbons, bows or snowflakes.

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The holidays for retailers can be fun… or a down right bah humbug experience. The keys to being able to enjoy the festive season are quite simple: Be unique, realistic, prepared, supportive, and most importantly- be jolly!

Be UniqUeNothing says “you are special” more than a one-of-a-kind gift. People love to gift handmade and DIY items to their loved ones since they carry a sincere touch. With this in mind, you can offer a an opportunity for your customers to customize their purchases with an embroidery or etching booth.

Be realiStiC AND preparedOf course you’ll want to offer great deals comparable to the leading retailers, but keep in mind their budget compared to yours and be realistic. Wait, do you even have a budget?! Be sure to carefully budget your holiday expenses, with some cushion for unexpected and emergency costs.

Be SUpportiveAs more people seek to shop small or local for the holidays, a great angle to position your pop-up as is a small business. American Express’ small business resource site, Shopsmall.com, has downloadable marketing materials, such as printable signage and email templates. AMEX card- accepting merchants get bonus benefits, such as free online ads throughout

the year and appearance on their Shop Small map.

Be jolly!While typically small retailers cannot compete well on price, they can offer helpful, personalized service that seems to get lost in the holiday shopping hysteria. Make sure your sales staff are happy, and remember that it is the holiday season for them as well. Be extra jolly as you manage your team, and they will be extra jolly to the customers.

CHAPTER 9 Creating a Custom Retail Experience

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ChApTEr 9Creating a Custom Retail Experience

pro-tip:You can also support the small/ local business initiative on your own: partner up with local businesses, nearby restaurants and

hotels for a joint holiday card. Recommend these other shops and promotions, and encourage every participating business to keep

the joint promotional card on their countertops.

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CHAPTER 10 Case Study: Inside Target’s “Wonderland”

Recently, mass market retailer Target opened its “part store, party holiday playground” pop-up concept in downtown Manhattan. What Target described as a collaboration inspired by Willy Wonka, Dr. Seuss and Santa Claus, this 16,000 sq foot “Wonderland” is filled with interactive activities like motion controlled video games, a giant etch-a-sketch, and a larger-than-life Lego ship and ball pit.

Wonderland isn’t just for play. This activation also serves to give insight on how shopping behavior is changing and to test Target’s “cartless shopping” retail concept. Upon entering, guests receive a mini bulls-eye lanyard with RFID technology (Radio Frequency Identification). As guests pass by the displays, they can scan the codes of the products that they are interested in to add to their “digital shopping cart.” They are then able to enjoy the rest of Wonderland hands-free and can pick up their items as they pay upon exiting.

“Best of all, Target Wonderland combines physical and digital shopping in exciting new ways, giving guests a peek at the future of retail, imagined by Target,” says their press release. Elements of Wonderland will roll-out in Target stores as they aim to make their in-store experience easier and more entertaining, and to get shoppers excited to shop offline and in-person.

why we loved itTarget created a memorable experience for customers, which not only built brand loyalty, but also positioned themselves as a pioneer in the future of

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ChApTEr 10Case Study: Inside Target’s “Wonderland”

Target courtesy of BFA

retail via media and press. Target is becoming smarter in their approach to customers, and have identified that convenience and entertainment is key.

what yoU Can learnTarget used this pop-up to test out and give insight on their new technology and shopping behavior. You can use your pop-up to give you direct feedback from customers as well.

What can you learn about your customers? Set goals of what you would learn, and test out new concepts. What color items seem more appealing to your shoppers? Rearrange your merchandising displays- which arrangement works best? Which silhouettes are people trying on and abandoning? Paying attention to these details can give insight on what you may want to continue with or improve on.

Also, don’t forget that convenience and entertainment is key. We have shared a few ways to make your pop-up entertaining in our marketing chapters. Stick around as we uncover how to make your in-store experience more convenient with an omnichannel strategy in the next chapter.

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Consumers are now more demanding than ever. Spoiled by the convenience of online shopping, consumers expect their in-store experience to be as personalized as their Amazon.com recommendations and as simple as the 1-click button. Shoppers -who are now always “connected” via their mobile devices- are able to easily access information to compare products, are harder to impress, and are less patient with, well… BS. You need to bring your A-game and make sure that you offer a pleasant, personal, and seamless shopping experience with a proper omnichannel strategy.

Here are a few ways jump-start your omnichannel strategy:

1. expand yoUr inventoryJust because you have a limited amount of space in your store doesn’t mean you must limit the product assortment that you have to offer. Showcase what you may not have space for via an ipad or kiosk.

2. order in Store, Ship to hoMeWith purchases made from your expanded inventory, offer free shipping to convenient the customer. According to NRF, “47 percent of holiday shoppers rank free shipping or shipping promotions as a key factor in deciding where to shop during the holiday season.”

ChApTEr 11Launching your Omnichannel Strategy

CHAPTER 11 Launching your Omnichannel StrategyCreative CNTRL

CHAPTER 12 Key Takeaways

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3. Be ConSiStentConsistency across digital and physical channels should also apply to branding and promotions. To avoid confusion, make sure that the designs of your social media graphics and web marketing are similar to the collateral displayed at the holiday pop-up. Offline deals should be the same, if not, better than online deals to try to drive sales in your retail location.

4. follow-Up with CUStoMerS Here two ways you can follow-up with shoppers:

• With each and every purchase, offer a postcard with a discount code for the shopper’s next purchase. This offer of appreciation can bring people back to your website after your pop up closes-shop.

• Request emails of those who visit your shop and add them to your newsletter.

Having an omnichannel strategy keeps customers cheerful, and avoids making shoppers feel like they are dealing with the Grinch. How are you making the holidays hassle-free?

pro-tip:People are generally reluctant to giving out their contact

information (who likes spam, anyway?), so use an incentive like a contest or a prize drawing to break the ice and reel

them in.

ChApTEr 12Key Takeaways

We have covered it all: from markerting and merchandising- to building an omnichannel strategy. You have gained tips from industry experts and have dissected holiday activations of Google, Target and more. Here are some of the key takeaways to consider as you pop-up on your own:

• Use your windows for great storytelling.• Offer shoppers a “break” from holiday shopping-whether it is a braid or nail bar, shoe shines, or even milk and cookies, and be sure to surround the area with impulse purchases! • Fill your events calendar with brand and blogger partnerships.• Remember that presentation is key, and that your bags are also promotional material. • Use signage to guide shoppers by suggesting the personas that your products would make good gifts for (e.g. the hostess, the grad student, etc).• Take advantage of foot traffic to get feedback from visitors and test new concepts.• Differentiate from the rest with outstanding personal service. • Make the shopping experience seamless and convenient with an omnichannel strategy! • Be jolly and spread cheer! That’s what the holidays are for.

Thank you for reading, and good luck on your activations. Happy Holidays!

x

Creative CNTRL

Creative CNTRL

Creative CNTRLCreative CNTRL is a full service pop-up agency

based in NYC and Miami. Made of a team of cultural engineers, storytellers, and creative, we create dynamic experiences that strengthen brand loyalty and increase

brand awareness through engaging events, pop ups shops, and activations. Creative CNTRL also provides

location scouting for pop up storefront spaces and mobile solutions, including as pop-up trailers and glass-wall

advertising trucks.

Niani started formal research on pop-up shops in 2013 at Mount Holyoke College. After completing an undergraduate independent study on pop-up shops and the forecasting the trend of “experiential marketing” in response to millennial consumerism, Niani worked with three pop-up agencies in New York City before founding her own, Creative CNTRL.

Niani currently manages four pop-up spaces in New York City, and has helped produce over 50 pop-up activations in the past year, including Kanye West’s Yeezy Season 2 pop-up showroom.

About the Author

hAppy hOLidAyS!NIANI@CREATIVE-CNTRL.COMWWW.CREATIVE-CNTRL.COM

(646)-665-4036