EUROPEAN POP-U

P STO

RE

FRANCHISE LA

UNCH PLAN

B Y TI A

G O GO N C A LV E S

Why a Allocacoc Pop Up Store?An Allocacoc “pop-up shop” is a perform idea for a

short-term, temporary retail event that is "here today, gone tomorrow". Pop-up retail is the

temporary use of physical space to create a long term, lasting impression with potential customers. A

pop-up shop allows to communicate the brand’s promise to the customers through the use of a unique and engaging physical environment while creating an

immersive shopping experience.

INDEX

1. VALUES & SELLING PROPOSITION

2. REASONS3. GOALS4. BUDGETING5. LOCATION6. TYPE OF SHOP7. LEASE, LICENSE AND

PERMITS8. CLOSING DEAL

9. IN-STORE USER EXPERIENCEBUDGET

10.PROMOTION11.FOLLOW-UP

COMMUNICATION12.RESOURCES

1. VALUES & SELLING PROPOSITION

Redifining how people see products that have the same old design

Customer Centric:Avoid embarassing dive under the table in search of power

Modular products that can adapt to the needs of the customer instead of the other way around.

Makes peoples’s lives more ahstetic, practical and easy

2. REASONSWhy a Allocacoc Pop Up Store makes sense?

1. Leveraging online presence with offline exposure: By engaging prospective customers offline and delighting them with an unforgettable experience and quality products, you can then point them to your online site and social accounts, where they can stay in touch and continue to buy your wares. 2. CUSTOMER EDUCATION:Get people intrigued enough to either become customers on the spot or solid prospects. A pop-up store is an excellent way to educate your customers on all that is great about your products. Make sure your sales staff is educated and trained on the unique selling points of your wares, and that they have a clear understanding of how you want them to articulate these points to customers. 3. WEBROOMING (Customer can see the product live instead of

online)A study by Accenture showed that 78% of shoppers are “webrooming” (browsing online, then purchasing in a store) today. 4. SCARCITY “Op is Op”: Scarcity drives action through customers wanting exclusive, limited edition, or other products they can't get otherwise, and a pop-up shop puts you in a perfect position to take advantage.

3 GOALS

1. Revenue Generation

2. Brand exposure/customer feedback:Gaining constant customer feedback on brand, shopping experience, and determine which products are winners and which will never sell so much.

3. Customer Engagement/Retention/LoyaltyGenerate Word of Mouth and lead generation, opening space for CRM tactics (Up-sell/Cross-Sell)

4. BUDGETING• Rent• Utilities• Insurance• Internet• POS• Credit Card Fees• Merchandising Fixtures• Furniture• Checkout Counter• Lighting• Paint• Inventory• Window Display Props• Marketing and Promotion• Food and Drinks

5. LOCATION

HOW TO FIND LOCATION• Ask around and find out

how other store owners found their space

• Find referrals for trustworthy real-estate agents

• Walk around ideal destinations and contact property owners directly

• Look in the classified section of your print newspaper

• Online Portals: thestorefront.com

FACTORS TO TAKE INTO ACCOUNT

Foot TrafficWhat is the average foot traffic you can expect?ParkingResearch public transit routes to see if they run close to your potential store.Surrounding EnvironmentWho are the other notable retailers and consumables in the area and are they complementary? Do they align themselves with similar values and aesthetic as your brand while still being different enough not to attract competition? Are there events or community gatherings taking place in the vicinity? CUSTOMERSWhy do the people be visiting the area? Work, shopping, leisure or other reasons?

6. TYPE OF SHOP1. A Store-Within-a-Store:Research and finding stores that best compliment the Allocacoc brand and also overlap when it comes to lifestyle messages, target demographics, and happen to be situated where you'd like your own boutique store to be one day.

2. Gallery or Event SpaceGalleries and event spaces are a fantastic pop-up shop venue because of their open concept floors and minimalistic set-up. They can be very inviting and carry an elegance that is great for brands in women's fashion, jewellery, or other high-end apparel. ask past participants about their experience.

3. Shopping Center or MallRenting a kiosk or booth space that allow to set up shop right in the middle of the action

4. Vacant Street Level Retail SpaceChurch halls, community spaces, etc are also an idea, not just empty shops for places to pop up.

7. LEASE, LICENSE AND PERMITSLease

Under a lease, the person using the stated land is considered a tenant, and given exclusive possession for the duration of the time agreed upon, otherwise known as the “term” of the lease. The “terms” will also include what you’ll be able to do the space when it comes to modifications, hours of operation and several of the other key aspects discussed above, including rent, utilities...etc.Has your landlord ever done a temporary lease arrangement before? How accessible are they? Are they willing to work with you to improve the space? These are key questions that need to be asked during lease negotiations, and will weigh heavily in ensuring the success of your pop-up store.

TIMEFRAME OF THE LEASEHow long a retailer should keep a pop-up store open depends on the business objectives and budget. Most pop-up stores are open for about three months. Make sure that you give yourself enough time to see results - at least three to four weeks.

LicenceThis gives legal authority to you, the licensee, to use the owner or licensor’s asset, without which you using it would be unlawful. These are generally given out for more short-term occupants but comes with generally a more limited arrangement and does not guarantee exclusive use of the property.

PermitEach region will have its own regulations, so based on what you’re intending to do, you’ll want to make sure you’re within the bounds of the law. For example, many cities require you to have a permit to sell food and alcohol.

8. CLOSING DEAL• What is the rental cost and what is included in the

rental cost? The rent in a pop up lease should be inclusive of insurance and service charge.

• Are there any additional utility costs?• What is the layout of the space?• What are the specific dimensions of the ceiling,

windows, doors, counters, pillars...etc?• Can the space be modified?• Is there enough Back Stock Space ?• Is the a bathroom/sink?• Anti-Theft cameras?• Is there internet or WiFi?• Will you need insurance? Most likely,yes• What is the deposit required to secure the venue?• What is the average foot traffic you can expect?

9. IN-STORE USER EXPERIENCE

FLOORPLANNING:What is the layout of the space? Visualizing what the final space could potentially look like.

STOCK MANAGEMENT:Knowing how you want to set up the store - what products and how much of them you will be displayed as well as lighting, decor, and theme - is critical in creating an atmosphere that speaks to the brand identity and will leave a lasting impression on consumers long after the store is closed.

PRODUCT DISPLAYWhat does the lighting communicate? Can lights be dimmed or alternative lamps and lighting brought in?

SIGNAGEAn established retail space with large signage instantly gives the brand leverage in the consumer's mind. It is important to determine whether your brand can benefit from piggy-backing with a reputable brick and mortar, or if it is ready to hold up on its own.

POS SYSTEM:There should be a good practical POS payment system in place (Check resources)

10.PROMOTION1. PRReaching out to local bloggers and reporters. Inviting key influencers and bloggers and get friends to come down and talk about shop online. Notifying local magazines and newspapers about the launch event. 3. SOCIAL MEDIAExplainer videos /messages about pop-up shop to your existing Facebook and Twitter followers. If not much followers paying for ads on Google or Facebook (allows to target by specific age groups, gender and even interests.)4. PHYSICALPeople handing out flyers on the day of the pop-up. Introducing yourself to businesses in the local area area and invite them to an exclusive pop-up launch event, and use social media, especially Twitter to make contact4. CREATING A BUZZLinking it up with a national event, or offering goodies/freebies (bringing energy into the shop with live music or a free drink)

11.FOLLOW-UP COMMUNICATION

The Pop-up shop and its offline retail should drive business to

online, creating an interlinked

cycle

Email addresses of customers who visited the store

and conduct follow-up

outreach, either through emails or social media platforms, to

keep the customers

engaged and solicit feedback.

12.RESOURCESFIND PROPERTY

https://www.thestorefront.com/A marketplace for short-term retail space which has worked with local and national brands to set up pop-up stores around the country. https://www.appearhere.co.uk/An online service which

partners landlords with retailers. He has also set up his own pop-ups across London.

ENABLE http://www.popupbritain.com/Gives online retailers the

space and opportunity to set up a pop-up shop for two weeks at a time.

http://boxmanstudios.com/ works with some of the biggest brands on creating pop-up shops from old shipping containers.

RESOURCESPOS Payment System

https://www.lightspeedhq.nl http://www.checkout.nl/ https://poskassasystemen.nl/ http://www.microcash.nl/ https://www.vendhq.com/ http://www.extendas.com http://storecontrl.nl/ http://www.i-pos.nl/ http://www.indexsystems.nl/

THANK YOU

Tiago Goncalves,January 2016