From Nordstrom to Brooklinen, everyone is joining the shop-in-shop movement—and with good reason. It’s a way to increase both traffic and awareness while offering customers something they need. If your team is hosting—or considering hosting—a shop-in-shop, here’s how to achieve maximum impact.

The Retail Leader Mindset

You are (mostly) thrilled to have the opportunity to partner with a like-minded brand that share a customer. There are, however, some business logistics to think through and information to gather before your shop-in-shop partner arrives. Your goal is to ensure the shop-in-shop doesn’t negatively impact your business. Since it will likely take place during a peak traffic time, plan accordingly. Take a look at your staffing and increase your employee headcount to a level that lines up with the projected lift in sales during the event. Station an extra employee near the entrance of the store to welcome in customers who are unaware of the shopping event and may be hesitant to enter. Additionally, ensure that your backstock is readily available so that your team can quickly replenish as inventory depletes.

The Corporate Mindset

You have spent time vetting this partner and are confident its presence will enhance the brand and drive traffic to the local shops. You’ve already sent information to the retail teams about the partner brand to share with customers. To ensure the benefit goes both ways, create a one-pager or brief training guide for the visiting brand representatives so that they can speak to your product offerings should a customer ask. After all, they’re in your space and the customer won’t know the difference between the external brand rep and an internal store employee. If this brand has participated in shop-in-shops with other stores, share whatever data you can with the retail leadership team surrounding sales, feedback and outcomes so that the stores can create a better plan.

Achieve Maximum Impact

Once all is set up and decided, there are a few things corporate and retail leaders can do to ensure the shop-in-shop achieves maximum impact—for both parties.

  • Data Capture. Ensure the store is set up to capture as much data as possible. You can run a giveaway for items from both the shop-in-shop and the store to further capture customer email addresses. Observe customer paths and take special interest in new customers. Watch who crosses over from buying at the shop-in-shop to buying at the regular store and visa versa. Take note of which items are drawing their attention as this can give you ideas for future merchandising displays.
  • Have Something for Everyone. Customers like to travel in pairs, sometimes packs, especially this time of year. Be ready by setting up top sellers in an “impulse buy” section, perhaps near the cash wrap. Bring items that may be of interest to the shop-in-shop customer to a more prominent position in the store. For example, if you sell home goods and your shop-in-shop is a beauty brand, bring smaller face towels and washcloths to the front for ease of purchase.
  • Cross-promote. You have agreed to this partnership because there is some synergy in the company values, a shared customer and complementary product offerings. Since both customer bases, on the whole, will find value in the other brand’s offerings, come up with a plan to cross-promote. You can synchronize posts on social media about the shop-in-shop, put geo-targeted email banners up on email campaigns, and use in-store signage to announce the event.

Shop-in-shops can be a great way to boost your signal and raise awareness of both the stores and the company.

There’s always something you can do to increase your Double//Vision.