EE partners with Appear Here and BRC to launch pop-up shop campaign
Digital communications company EE has partnered with pop-up space marketplace Appear Here and the British Retail Consortium to launch the Pop-Up UK campaign which aims to help 3,000 entrepreneurs set up pop-up shops over the next three years.
Spearheaded by Ross Bailey, the 22 year old chief executive of Appear Here and EE’s director of small business Mike Tomlinson, the campaign includes the ‘How to start a pop-up shop’ guide featuring advice from success stories Playn Eyewear and Good & Proper Tea, a selective mentorship scheme with Bailey, and a dedicated EE helpline which will provide support on the technology needed to establish a pop-up shop.
The campaign will also offer a 4G bundle designed specifically for pop-up retailers which includes instant 4G connection for 30 days and optional products such as the iZettle payment card reader.
Bailey said: “Pop-ups are the future of retail, and this campaign goes a long way to helping remove the barriers pop-ups are facing every day. Whether you’re a major retailer that wants to try out a new product line or just one person with a great idea – setting up a pop-up should be as easy as possible. This new Pop-Up UK campaign helps remove technological barriers plus helps connect entrepreneurs with their ideal pop-ups locations. However, there’s much more support needed to help pop-ups achieve their true potential, particularly from the Government.”
Never Miss a Retail Update!The launch comes as the Pop-Up UK report from EE and CEBR shows that pop-up retailers contribute £2.1 billion to the UK economy each year.
The report forecasts that the industry is set to grow nearly 2.5 times faster than the traditional UK retail market in the next year but also claims that the growth could be even quicker if the barriers to pop-up retailing were reduced.
The most significant barriers are thought to include a lack of flexible short term contracts, finding appropriate space, obstructive business rates and rents, and lack of access to technology including waiting over two weeks for fixed-line internet access.
Richard Lim, head of business information at the British Retail Consortium, said: “These figures demonstrate the important role pop-up retail is playing in the UK economy, but we’re only at the beginning of this pop-up revolution. The novel use of these temporary spaces showcases the innovative nature of UK retail which continues to adapt to consumer demands and structural changes occurring throughout the industry. This campaign is seeking to do the much-needed job of removing the barriers that are holding pop-ups backs from their true potential.”
