The 12 days of Christmas involved more than 50 businesses, makers and artists co-locating in a large space which was left vacant by the previous retail tenant. With prolonged drought conditions impacting the region, the pop-up shop offered a centralised shopping experience, showcasing existing businesses and Gilgandra region’s local products and services. It helped reinforce an existing ‘Shop Local’ campaign and keep the main street active.
Background
The 12 days event supported the existing Shop Local and #GilgandraGiftGuide digital campaigns and provided an opportunity for new and existing businesses, local makers and artists to reach the community with their goods in a centralised location. This also contributing to boosting the overall vibrancy and energy of the Gilgandra CBD.
The initiative was developed following Council’s purchase of the former Target building and development of the Gilgandra Activation Blueprint.
Council’s goal was to create a once-in-a-generation community asset, including new library services and potentially co-working spaces, outdoor space as well as learning, cultural expression and community rooms.
Implementation
Council proactively contacted local artists and makers to seek their interest in participating in the event in addition to a general call for interest in showcasing products in a central location in Gilgandra.
Participating businesses did not incur costs, council simply asked that they:
- bring along their own fixtures, fastenings or displays;
- ensured their own inventory lists were up to date;
- set up their own displays;
- collected their items;
- collated sales; and
- provided council with invoices.
Promotion for the event included social media, media releases, radio, email marketing, direct contact and general word of mouth.
The initiative was delivered using existing council resources. Council staff worked with participants in stocking their items for display, sourcing display pieces and setting up the building, branding and promotion, working in the pop-up space, processing customer payments, reconciling sales and inventory lists and then processing payment to those involved at the end of the event.
Outputs
The 12 days of Christmas event provided a centralised shopping experience for shoppers and a unique chance for local businesses to showcase their products and increase sales in the all-important festive shopping period.
In addition, the event included extended hours for participating retailers and a targeted visual merchandising workshop was held for the benefit of local businesses.
Outcomes and results
More than 50 businesses, makers and artists participated in the pop-up event.
Close to $20,000 in sales was made during the 12-day event and just over 20 % of sales were due to customers from outside of Gilgandra Shire.
It was a double win for participating retailers as they benefited directly through purchases as part of the event and through event promotion.
The businesses, makers and artists who took part in the event also had the opportunity to benefit from a visual merchandising workshop held by Retail Revamp. The session provided practical tips on how best to display products and business preparation ideas for upcoming opportunities.
Through the 12 days of Christmas initiative the local community was also encouraged to shop local and access a wide range of goods from both existing businesses and new suppliers.
Costs and funding
This was part of a larger project identified through the Gilgandra Activation Blueprint.
There was an allocation of $50,000 to activate ‘The GIL’ prior to the construction of the new library and community hub opening, with the 12-day event part of this initiative.
The event was staffed and delivered through existing council resources and with a visual merchandising workshop provided by the NSW State Government.
Key learnings
The pop-up shop operated on a manual basis, staffed by council, including manual inventories, transactions recorded by hand on sale sheets, which then needed to be reconciled at the conclusion of the event so hirers could recoup their income.
Council is implementing an enhanced model for 2020, which will include a Point of Sale (POS) system providing for inventory reconciliations, monthly reverse invoicing and payment of hirers. It will continue to be staffed by council, however sales will attract a small commission fee to help offset costs.
Being part of the space also offers hirers an option to ‘test the waters’ and determine whether setting up a business long term in Gilgandra might be viable for them.
Other relevant information
An evaluation determined that 96% of people were satisfied or extremely satisfied with the project and 100% of respondents to the question saw an increase in traffic to the main street.
Close to 60% indicated they would be interested in a pop-up shop model in 2020.
Council Details
Population size: 4,300
LGA size: 4,836 km2
State Electorate: Barwon
Federal Electorate: Parkes