SMEs in Gauteng are increasing their visibility and generating further revenues through the concept of “pop-up markets” that have been established in the surrounding locality.
This concept has turned out to be an efficient tool for entrepreneurs looking to launch a new product or brand without any further expense, which might be incurred post-establishment of an actual store. The pop-up market environment allows for customers to seek out different and locally made offerings and thus will present a much more receptive environment to the business owner.
Retail analysts have indicated that it is less costly to acquire customers for pop-up events for the offline model compared to several online models and allows for a connection to be established that is unachievable through online purchases.
Retail expert and CEO of World Wide Worx, Arthur Goldstuck, said online shopping in South Africa has stopped being a luxury and instead turned out to be an important add-on strategy for small businesses and their pop-up shopping or marketing events.
He also said by combining digital presence with local markets, SMEs can reach more customers and grow faster during the festive season.
“Pop-ups enable small businesses to immediately tap into pedestrian traffic and get immediate feedback,” states retail expert Sharon Cloete.
“It gives entrepreneurs the opportunity to find out what works and improve the product and to interact with consumers in person, which is a key factor, particularly in the case of new brands,” she added.
In Gauteng, a number of online platforms like Popping are helping vendors get space at prominent sites, such as holiday pop-up events at Northgate Shopping Centre and the EastPoint Popping District.
These organised markets are facilitating vendors by providing a framework, promotion, and access to pre-spent consumers ready to spend money during the holiday period.
Seasonal offerings like The Grand Pop-Up: Christmas is in the air, taking place at Linksfield North in Johannesburg, further illustrate the appeal of pop-ups. This type of grand pop-up combines the offerings of artisans, designers, and makers during the holiday seasons, which tend to attract Christmas shoppers naturally.
One such example in Gauteng in terms of pop-up events is Sisters SHOP-UP Market, founded by sisters-in-law Rentia Austin and Mandy Morrow. Sisters SHOP-UP Market was started with a specific mission in mind, which is to provide an upscale yet affordable platform for mainly female-owned labels.
It has been held at places such as the popular Prison Break Market in Glenferness. Austin wanted to create an establishment where small businesses feel supported and inspired shoppers.
“Converging a well-curated set of brands not only highlights up-and-coming entrepreneurs but also forges a true sense of community,” she elaborated.
The small businesses who participate in the Sisters SHOP-UP Market have observed increased sales and leads, all of which come from outside of their existing circles. This can all be attributed to the marketing that the market does on a weekly basis.“For us, it is most satisfying to see consumers connect personally with the stories of each brand,” she said, explaining how such conversations tend to turn consumers into repeat patrons long after a market is over.
The organisers are sustaining this enthusiasm through quarterly market events where quality discovery and engagement are at the forefront.
Tips for SMEs who wish to integrate with Pop-Up
- Plan ahead with a checklist: As per local event organisers, using a pop-up planning checklist is essential for businesses to plan logistics, inventory, human resources, and marketing functions before the event even happens.
- Share your story well: Retail industry insiders indicate that having solid brand marketing tools such as signs, packaging, and business cards works towards making consumers understand and remember the brand after the event has passed. Check out Shopify for branding tools
- Encourage early and persistent: Organisers highlight the importance of the announcement of participation through social networks and community groups, in line with the event promotion.
- Direct interaction with consumers: Personal interaction is one of the greatest benefits of pop-ups. It is recommended by experts that one ask for feedback and also give samples if possible.
- Monitoring and Measuring Progress/Objectives: After the event, analysing sales data, engagements, and leads can help businesses determine what was effective and where improvements need to be made.
Emily@vutivibusiness.co.za
