Foot­ball clubs see in­creased mer­chan­dis­ing sales with in­no­va­tive Pop-Up Shops

The Football League Paper - - NEWS - By Tom Black­ett

Clubs in­clud­ing Brighton, Nor­wich and Ip­swich Town are cur­rently lead­ing the way with a strik­ing new way to make ex­tra mer­chan­dis­ing sales.

Us­ing in­no­va­tive branded shops, cre­ated by Pop-Up Ban­ners, clubs can al­le­vi­ate pres­sure from the store, while mer­chan­dis­ing Match Day prod­ucts at var­i­ous points in the sta­dium.

Stand­ing tall at 3 me­tres in height, and fully branded in the club’s colours, these portable shops cre­ate a strik­ing vis­ual ap­pear­ance. As well as cre­at­ing ad­di­tional sales units, suitable for both in­door or out­door use, the Pop-Up Shops can also serve as a branded meet­ing point, col­lec­tion or drop-off zone, or sim­ply high­light a club’s pres­ence at a lo­cal event. Easy to put up and break down, the units take up min­i­mal stor­age space com­pared to other al­ter­na­tives, such as gaze­bos or per­ma­nent kiosks.

And here’s the big se­cret: they are also af­ford­able. Kayleigh Coverdale, Head of Re­tail at Nor­wich FC said she al­ready knew it had been the right use of her mar­ket­ing bud­get:

‘The Pop-Up Shops are a re­ally easy con­ve­nient way to max­imise on sales, we re­couped our in­vest­ment back on these within 3 Home Matches.’

Marc Dring, Brighton FC said he had first spot­ted the Pop-Up Shop at Ip­swich Town in their Fan­zone. He went on to buy his own branded shop to use at lo­cal events, find­ing it both easy to con­struct and vis­ually im­pact­ful. He sees the need for more shops as part of his fu­ture ac­tiv­i­ties:

‘Pop-Up Ban­ners of­fers a straight­for­ward and easy or­der­ing process. I’ll defi- nitely be or­der­ing again soon.’

Sean Ber­rell, Manag­ing Di­rec­tor of Pop-Up Ban­ners con­firmed: ‘We’re de­lighted to be talk­ing to sports clubs up and down the coun­try, from lo­cal foot­ball schools and stu­dent unions, to well-known rugby and foot­ball clubs, and na­tional sport­ing bod­ies. Our Pop-Up Ban­ners have been

pop­u­lar brand­ing tools for nearly 20 years but the Pop-Up Shop is our most re­cent in­no­va­tion. It’s fan­tas­tic that club own­ers are com­ing across our shops at away matches and get­ting in touch to or­der their own. We re­ally are build­ing our pres­ence and look for­ward to the rise in pop­u­lar­ity of this prod­uct too.’

Cre­at­ing ex­tra mer­chan­dis­ing op­por­tu­ni­ties is not lim­ited to the sport­ing world. Ear­lier this month, the RAF, cel­e­brat­ing its 100 year an­niver­sary this year, max­imised their sou­venir pro­gramme and branded mer­chan­dise sales over a huge area us­ing eleven Pop-Up Shops across the Royal In­ter­na­tional Air Tat­too in RAF Fair­ford. Joanna Vaughan, Mer­chan­dise Ex­ec­u­tive for the Royal Air Force Char­i­ta­ble Trust En­ter­prises, says it takes just two hours to erect all eleven units:

‘Hav­ing a tall per­son comes in handy when we put the dome on the base! We mainly use them for sell­ing sou­venir pro­grammes and mer­chan­dise, as the height makes them easy for cus­tomers to spot and nav­i­gate to­wards. We keep the bulk of our stock in a small van nearby to keep it se­cure, but there is plenty of room in the Pop-Up Shop for our sales team and stock. The shops pro­vide a clear fo­cal point for cus­tomers, mean­ing that they can see it even in a crowd.’

From Na­ture Val­ley prod­uct sam­pling at East­bourne In­ter­na­tional Ten­nis, to t-shirt col­lec­tion at Bath Stu­dent Union, to out­door sales of Guin­ness, look out for Pop-Up Shops at an event near you, very shortly.

For more in­for­ma­tion on Pop-Up Shops, printed ban­ners, flags and other branded mer­chan­dise, please con­tact Sean Ber­rell or his team on 0845 601 4413 or visit www.pop­up­ban­ .

Or to see a Pop-Up Shop in the flesh, Pop-Up Ban­ners will be ex­hibit­ing at this year’s FestOut, the Fes­ti­val & Out­door Events Show in Sandown Park on 26th & 27th Sep­tem­ber, as well as The Show­man’s Show at New­bury Show­ground, Berk­shire on 17th & 18th Oc­to­ber

One of eleven pop-up shops used by the RAF in their 100th year at the Royal In­ter­na­tional Air Tat­too, RAF Fair­ford ONCE YOU POP: Brighton, Nor­wich and Ip­swich are among the first clubs to se­cure ex­tra sales through their portable branded pop-up shops

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