Your pop-up event has come to a close. You’ve gone through tear down, your materials are packed away, and there’s nothing left to do but reflect on your shop.
While it may be tempting to simply rely on memory and anecdotal feedback to gauge the success of your pop-up shop, you’ll never get an objective sense of whether you actually met your goals unless you perform a post-mortem.
Shortly after your event, schedule some time to do some reflection. What went well, and what didn’t? What improvements could make the next event more successful? And were your success metrics met?
Now, take a deep breath and let’s dive into the important data.
Examine Your Goals and Corresponding Success Metrics
Depending on the goals you originally set, you can examine data like:
- Number of shop visitors
- Number of new customer profiles in your point of sale system (examine the wealth of customer data collected)
- Amount of time visitors lingered in your shop
- What displays were most successful (and why)
- Direct feedback from staff, customers, and visitors
In addition to the metrics we mentioned back in “Why Host A Pop-Up”, this is a great time to dig into your sales data. Most point-of-sale systems can quickly generate reports with the following information — it’s just a matter of setting up some parameters. When analyzing your sales over the course of the pop-up shop, take a look at these metrics:
- Sales by product: Which merchandise sold well, and what stayed on shelves? This information helps you discern what products resonated most with the needs of your pop-up customers.
- Sales by employee: This data demonstrates which of your employees if your pop up MVP. Which of your employees sold the most products? Which sold the highest average amount per customer?
- Sales by customer: This metric reveals the average amount customers spent per transaction.
- Sales by day: Did you sell the most on Saturday, or on Wednesday? This information can help you plan your next event through revealing what days were most successful for sales.
Measuring Social Successes
While sales are certainly an important metric of success, take the time to look at the impact of your marketing efforts. If you spent a significant amount of energy on promoting your event through social media, it’s worth examining what channels sent the most traffic, generated the most buzz, and which posts offered you the most return on your investment.
- Examine hashtagged discussions: If you used a unique hashtag for your event, analyze the number of mentions and the general tone of those discussions. Use a tool like TagWalker or Tagboard to keep track of these mentions.
- Influencer posts: How many influencers posted about your event on social, and what was their sentiment?
- Mentions/Likes/Comments: Do general searches through a social dashboard like Sprinklr or Hootsuite to track the number of times your brand and/or event was mentioned during the course of your event.
- Increase in followers: Look at the number of new followers you gained on branded social channels to check one way your event increased brand awareness.
Reflect on the ROI
Once you’ve dug into the data, it’s time to do some serious reflection on the return on your investment. Take a hard look at the sales numbers and any boost in engagement or brand awareness. Analyze the outcome of the event compared to the net benefits you reaped from all time, effort, and cash spent on the event.
When all things are considered, was the event a boon or a bust for your brand?
A Final Word
Whatever your original goals, try to have fun popping up. Temporary retail is meant to be fleeting, but also fun. So, take a moment to enjoy the experience — and the accomplishment of pulling off your first pop-up shop.