Benefits of Pop Up to Landlords

There is always a lot of coverage of the benefits of Pop Up to brands and retailers. Benefits vary between giving a tangible experience for consumers, to an opportunity to leverage PR around the buzz pop up shops create, really lifting the profiles of the relevant brands. But there is a very inviting advantage for landlords to make their vacant properties available for short term lets.

Pop-up retail allows landlords with empty property to find a temporary use of their property. This in return will enable them to secure empty property business rate relief on a property with a rateable value of over £15,000 per year.  If the temporary occupation of the previously empty property lasts more than 6 weeks and a day, the landlord will receive an additional 3-6 month period of empty property rate relief.

Consequently, it pays for the landlord to let a property on a temporary basis for a minimal rent to temporary tenant who in turns covers the service charge and rental fees. It can be therefore a win-win for both new businesses/brands and landlords.

Response to John Ryan’s article in Retail Week

This is a recent response to John Ryan’s article published in Retail Week:

Whilst we agree that pop-up shops are on the rise in the run up to Christmas, their attractiveness to retailers is not always a case of simply shifting stock. Some brands such as Ebay and Pretty Polly, are using their pop-up shops as key elements within strategic, integrated marketing strategies. Ebay for example are using their pop-up shop to educate the public on the variety of product sold, using QR codes to enable hassle free shopping. Equally original was Pretty Polly’s first pop-up shop, which was coupled with a social media platform. This helped to increase consumer engagement through a competition in-store which drove consumers online to the Pretty Polly Facebook page. Supporting pop-ups with social media helps retailers to build a relationship with consumers over a longer period of time, increasing brand loyalty. Aside from Ebay and Pretty Polly, pop-ups also allow retailers to test certain products and consumer behaviour in a particular area at a particular time of year, giving them access to consumer shopping patterns or product popularity.

Michelle Morris,
Head of RPM Pop Up

Pretty Polly Pop Up Shop in Covent Garden, London

Muse TV Launch party, Central London

RPM Pop up recently managed the glitzy launch party of a new fashion TV channel, The Muse.tv. The launch party took place at the Swarovski Crystallized Lounge in London’s West End and guests were treated to Mahiki coconut rum cocktails, and entertained by renowned DJ Bipling as well as an acoustic set by The Ruby Tones. VIP guests included Vanessa Feltze, Lizzy Cundy, Binky and Gabriella from Made in Chelsea amongst others. The event was sponsored by Schwarzkopf Live Colour and Schwarzkopf got 2 be.
The Muse.tv is a fashion community for style savvy young women. Edited by Simon Glazin, Cosmopolitan Magazine’s male blogger of the year 2011, The Muse.tv offers weekly fashion videos, daily and weekly written features, style tips, competitions and live fashion event coverage.

Photography by Theo Botha Photography: www.theobotha.co.uk

Cara and Billy from TOWIE

Binky Felstead, Gabriella 'Gabilicious' Tristao and Gabriella Ellis from Made in Chelsea

Bip Ling being interviewed by MuseTV

Model and Dj Bip Ling

The very Simon G with Lydia from TOWIE

Binky from Made in Chelsea

Boden Pop Up Shop - Oracle Shopping Centre, Reading

High end woman's clothing brand, Boden, have two retail units in London. However, they are predominantly an on-line shop. RPM Pop Up was briefed to find a suitable location which matched their target audience and demographic to allow them to trial a shop outside London.

We found a prime retail unit at the Oracle Shopping Center in Reading to showcase their women’s clothing range, accessories and mini-Boden ranges.

We created a temporary store within The Oracle  for a 3 month lease period. We also recruited and employed retail staff which were trained on the Boden brand to run the shop.

An extremely successful campaign which promoted brand awareness to Boden’s target audience and delivered a speedy return on investment. Great PR and a buzz around the brand was created as a result of the Pop Up Shop.

Pretty Polly Pop Up Shop - Knightsbridge, London

Tight manufacturer Pretty Polly wanted to create a Pop Up shop leveraging the media attention of London Fashion Week and gain awareness and a buzz around the brand. Pretty Polly products are predominantly sold online and in selective Department stores. The brand has never had their own bespoke high street retail outlet.

A specially created week long pop-up store was delivered by Pop Up specialists, RPM Pop Up. The shop was situated on a street corner of fashion hot spot, Knightsbridge housing a complete range of Pretty Polly, House of Holland and Aristoc tights. In addition to the product on offer the venue played host to a photographic studio, chill out area and offered a range of free beauty treatments.

The pop-up was marketed by a street team on the day, comprised of Pretty Polly tight clad models on roller blades. Those venturing inside could enjoy complimentary manicures and pedicures from Wah Nails, read a daily London Fashion Week newspaper, enjoy free drinks and enter a competition to become Pretty Polly’s next brand ambassador. 

‘The Hunt for Legs Eleven’ competition – primarily a Facebook initiative – was brought to life by celebrity photographer Boyd Alexander who was booked to take free snaps of prospective candidates and model scouts from Leni’s modelling agency checking out the footfall into the venue. The photographs were uploaded to a dedicated Facebook page and public voting and a panel of experts (including fashion designer Henry Holland) will select the ultimate winner. The chosen brand ambassador will then walk a away with a one year modelling contract with Leni’s modelling agency, £1,000 worth of River Island vouchers and free tights for a year.

• 558 pairs of legs were uploaded to the Facebook page.

• 162,511 and counting votes casted.

• 45,796 Youtube views.

UK TV Pop Up Shop - Soho, London

RPM Pop Up was approached to create their first ever UK TV Pop Up shop. The main goal was to raise awareness, create excitement and attract viewers to UKTV’s latest freeview channel “Really” a reality TV channel, targeted mainly at women.

We found a great venue in an existing working salon in trendy Soho, London. The salon received a major facelift and got taken over for a week to host 'The Really Buff Boutique'.

RPM Pop Up created the first ever pop up salon where customers were pampered with free beauty treatments and refreshments including spray tanning, waxing and fish pedicures.

The Salon was fully booked for the whole week by the end of the second day.

2130 Facebook likes and followers.

An online frenzy to book a free treatment with great coverage by celebrities and well-known bloggers.

Mary Kay Pop Up Shop, Cardiff

Mary Kay is the USA’s No.1 best selling skincare and make-up cosmetic brand. The main objective was to create an eye catching, interactive consumer experience to raise awareness of the brand in the UK in the form of their first pop-up shop experience.

RPM Pop Up helped to create a girl’s paradise in the form of a temporary store in Cardiff. The experience consisted of make-up and skincare stations, screens for consumers to complete their own virtual make-over, mocktails were offered and consumers were invited to have their photo taken to showcase their new look and be entered into an on-line competition to win Mary Kay products.

An extremely successful campaign which promoted brand awareness in the UK. Across 2 days:

380 consumers took part in the pop-up shop experience and gave their details for follow-up communication. 

120 participants had their photo taken and entered in to the on-line competition. 

6420 votes casted.