Mall boosts Pop-up Shops

Benefits include built-in shopper traffic, help with merchandising, marketing

Ever wonder how your business would look in a mall retail setting?

That question is posed in Great Lakes Mall’s marketing materials for the Mentor shopping destination’s Pop-up Shop.

The Pop-up Shop is up to 2,500 square feet of “in-line” space up for grabs and enables mall owner Washington Prime to rotate local, regional and some online retailers to help keep things fresh for patrons.

“The Pop-up Shop provides our shoppers with an element of surprise and delight,” Marketing Director Kate Miller said. “Imagine seeing a new store open every couple of weeks at Great Lakes Mall. In addition, it serves as a low-risk obligation for businesses to present their product in a location with constant built-in traffic.”

While the use of temporary storefronts is not a new idea, it has taken off in recent years with retailers ranging from home-based businesses to major e-commerce companies.

Revolving trend

Temporary retail is an $8 billion a year industry, according to a 2014 article in vendhq.com

The first known pop-up shop in the U.S. was Target’s pop-up Christmas store at Chelsea Piers in New York City in 2002.

These short-term retail environments are effective for creating a buzz, cost savings — up to 80 percent over a traditional brick-andmortar store — and testing a product or location, says bigcommerce.com.

At first, they were primarily seen in large cities — often used by online retailers to provide a handson experience. Such spaces also serve as a strategic means of clearing out stock or excess inventory, or promoting a new product.

During the winter, when outdoor festivals and flea markets are on hiatus, the pop-up shops offer an opportunity for business owners to continue to generate revenue.

Great Lakes Mall launched its Pop-up Shop at a high-profile spot in the mall in mid-2017. Merchants have included Peace Eagle Clothing, LulaRoe and Nouveau Vie.

“There are so many unique small businesses out there, some with already existing brick-andmortar locations and some that only sell online,” Miller said. “The Pop-up Shop allows them to reach a different clientele. In addition, if you have a concept and have never retailed before, the Pop-up Shop provides you this opportunity. We hope that by offering short, simple leases with flexible terms that we can serve as an incubator for new businesses.”

The holidays brought a succession of occupants for the space, and Miller reports a positive response from visitors and partnering businesses.

“In the coming months, we hope to have a constant rotation of businesses for our shoppers to engage with,” she said.

How it works

Hosting a pop-up attracts customers because of the concept of scarcity, bigcommerce.com says. Because the shop is in place for a limited time, customers are more likely motivated to check it out.

The spaces can be tailored to the tenant, Miller said.

“And in many cases, we have fixtures, racks and mannequins to suit their needs,” she added. “This doesn’t just apply to in-line spaces. We provide pop-up kiosks as well. The kiosks are placed in high-traffic locations throughout the common area.”

Benefits include assistance with merchandising and marketing as well.

Potential vendors could include local artisans and those that sell jewelry, scarves, home decor, apparel, furniture, shoes, quilts and blankets, and more.

Daily, weekly and monthly terms are available.

In other news

Pop-up shops aren’t the only new things happening this year at Great Lakes Mall, which recently was authorized by the city to be designated an Entertainment District.

Target opening date for Round 1 bowling and entertainment center is mid to late March,

Also, Outback Steakhouse is relocating to the mall parking lot and Washington Prime continues to seek nontraditional retail uses for the vacant Sears location.

“There is definitely more in store for 2018,” Miller said. “We are proud to have opened over 15,000 square feet of new retail in 2017, including Fawaky Burst, The Direction, Hibbett Sports, Burrito Loco, Charming Charlie and Shelby’s Sugar Shop. We look forward to sharing details on what’s to come in 2018.”

Interested businesses may contact Great Lakes Mall Specialty Leasing Manager Martin Kern at martin.kern@ washingtonprime.com.

PHOTO PROVIDED BY GREAT LAKES MALL The Pop Up Shop is a new marketing concept being used at Great Lakes Mall in Mentor.