A lot of people are attracted to trade. Some of them are only interested in the ephemeral shop. This article has the possibility to help them.
TO GET TO KNOW THE EPHEMERAL SHOP OR THE POP-UP
Being a commercial space for a short period of time, ephemeral shops are swarming all over France. They are also called pop-up stores or pop-up retail. According to the name “pop-up”, the principle is based on the fact of first appearing on stage and then disappearing after a short period of time. For innovative start-ups in the new technologies on the Internet sector, their decision to participate is really a good opportunity for them. They flourish in unusual locations as well as in city centres. They are activated by merchants or craftsmen, of course, all creators. They are the ones who invest their capital there, if only for a few weeks, at most for a few months, and for a year at most. Their presence in the different places is only as a test of exposure or to launch new shops with their new merchandise. It is the new customers or consumers who will be the most targeted. In general, the aim of the ephemeral shop’s restoration is to establish the welcoming relationships that some companies address to customers who can only communicate with them via the Internet. In fact, ephemeral shops want to create direct human contact and full of conviviality with their partners, being their consumers through the web.
REGULATIONS CONCERNING THE CREATION OF AN EPHEMERAL SHOP
What the law requires first of all is that the existence is rigorously valid only for a short period of time. The law defines that it is not at all a new creation of a shop that is concerned, rather it must already emanate from an activity in full operation and engage in the participation in the income determined in the Commercial Register. The ephemeral shop then sets up a secondary establishment different from its headquarters. The interested party then has the right to take its own home as its registered office. Thereafter, he may declare the opening of the other establishment elsewhere while designating it as a secondary establishment. He must apply to the ICC Chamber office for the declaration of the opening of the latter, as well as its activity. Perhaps, one wonders about the capital importance of the creation of such a shop. Three main points deserve to be presented. The first is based on the launch of a new product. The second is the usefulness of location testing in terms of profitability. The third emphasizes the need for seasonal business. The opening of an ephemeral shop requires a serious study of the budget even though the commercial activity is transient.
THE ADVANTAGES OF SELLING IN AN EPHEMERAL SHOP AS OPPOSED TO A FIXED POINT OF SALE
Compared to selling at a fixed point, selling in an ephemeral shop has great advantages over the price of renting, which is cheaper than that of a traditional shop. Of course, you don’t have the possibility to rent a shop all year round. The best way to avoid this problem then is to open an occasional and temporary shop called “ephemeral shop”. The first advantage then lies in the cost of the rental. The first advantage is the cost of renting. It is already a tangible profitability on a commercial level. On the other hand, the location of the shop is the second factor. A visit to the site proves to be a reliable observation. So don’t just look at the pedestrian traffic survey. Rather, aim to ensure that your goods are in line with what customers really want. Look more closely at the purchasing power of everything that frequently passes there, because every passer-by can become your customer. Finally, you need to prepare yourself for the competition, as the surrounding area also seeks to dominate you on the notion of “best seller”. Don’t panic! Rather, face your competitors reasonably. Study the strengths of each of them so that you can overpower them. If you do so, you will certainly succeed in overcoming them.
MARKETING PLAYS A BIG ROLE IN THE OPENING OF A SHORT-LIVED SHOP
When launching a new product, you must take sensory marketing into account. Thus, sight is part of visual marketing. Here “the quest for beauty” depends on it to the point of striking, then attracting the attention of the elements to be targeted, which are the customers, or even passers-by. Consequently, colours and aesthetics or other elements related to beauty must be marketing tools to be used in this design. Without a doubt, you manage to capture anyone, especially consumers. It’s no wonder, if supermarkets use videos to launch their new products. As for touch, it plays an important role in sensory marketing. This is so because the first tendency of a person in front of the object they want to buy is the desire to touch it. Moreover, the feeling of well-being observed by the customer, even if only in the action of touching the object, already proves to be an asset for the producer. Finally, hearing is also included in sound marketing. It is not at all for nothing that many commercial spaces invest part of their capital to activate their advertisements with music that can incite even passers-by to visit the stand. Of course, sound advertising, lulled by music to everyone’s taste, is really an instrument for attraction.