Pop-Up Shop KPIs: What to Measure & How to Analyse Your Results 

A pop-up shop is more than a short-term retail moment. It is a real-world testing ground that helps you understand your customers, quantify demand and gather data that is difficult to capture online. But to get the most out of your activation, you need to know what to measure and how to interpret the results.

This 2026 guide breaks down the essential KPIs for London pop-up shops and shows you how to turn your data into practical decisions. These metrics apply whether you run a weekend stall in Camden, a design-led space in Shoreditch or a premium pop-up shop in Soho.

If you need a full end-to-end guide to launching a pop up, explore: How to Start a Pop-Up Shop in London (2026 Guide).

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1. Footfall: Your Most Important Indicator of Visibility

Footfall tells you how many people physically pass through your door. It is the foundation of all other metrics because you cannot understand your performance without knowing how many people saw your shop.

What counts as strong footfall?

It varies by neighbourhood:

• Soho and Covent Garden: consistently high footfall, even mid-week
• Shoreditch: peaks at weekends and evenings
• Chelsea / King’s Road: steady, quality-driven footfall
• Marylebone: slower but with a high-intent audience

Browse spaces in these high-footfall areas: Covent Garden retail spaces, King’s Road retail and Marylebone pop-up shops.

How to track it

• Manual clickers
• Staff counting in 30-minute intervals
• Smart counters (if the venue provides them)
• Video analytics (where permitted)

Footfall helps you understand whether your marketing or your location is driving visibility.

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2. Entry Rate: Are People Walking In?

Your entry rate measures how many passers-by enter the shop.

Entry Rate = number of visitors ÷ number of passers-by

This KPI highlights whether your shopfront, signage or window displays are working.

Strong entry rates:

• Soho: 10–20 per cent
• Shoreditch: 8–15 per cent
• Marylebone: 5–10 per cent
• Chelsea: 6–12 per cent

If your entry rate is low, revisit:

• Window design
• Lighting
• Exterior signage
• Messaging clarity
• Whether the storefront matches neighbourhood expectations

For design help, see: How to Design a Pop-Up Shop: Layout, Lighting & Visual Merchandising Tips.

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3. Conversion Rate: Is Your Retail Experience Persuasive?

Your conversion rate shows how many visitors buy something.

Conversion Rate = number of sales ÷ number of visitors

London benchmarks vary by category:

• Beauty and skincare: 20–35 per cent
• Fashion: 15–25 per cent
• Homeware: 10–20 per cent
• Lifestyle or gifting: 12–30 per cent

A pop-up shop’s conversion rate is often higher than online conversion because the physical experience, ambience and customer interaction build trust.

Strategies to improve conversion:

• Product storytelling
• Clear pricing
• Staff who understand the brand
• Proof points (reviews, press mentions, awards)
• Limited-time offers

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4. Average Order Value (AOV)

AOV helps you understand whether customers are spending enough to justify the activation.

AOV = total revenue ÷ number of transactions

This metric is heavily influenced by:

• Product assortment
• Upsell opportunities
• Bundle pricing
• Staff engagement
• Store layout

AOV varies significantly by location.
For example, shoppers in Mayfair or Belgravia typically spend more per purchase than those in Camden.

Explore spaces frequented by higher-spend audiences: South Molton Street, Duke Street, Belgravia retail

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5. Revenue Per Square Foot (RPSF)

London retail is competitive. This metric helps you evaluate whether the space is worth the cost.

RPSF = total revenue ÷ square footage

RPSF is particularly useful when comparing different neighbourhoods or when deciding whether to return to the same location.

If your Shoreditch pop up generates a higher RPSF than a larger unit in Chelsea, the smaller space may be more efficient even if revenue looks lower.

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6. Customer Dwell Time

Dwell time shows how long visitors stay in your pop-up shop. Longer dwell time usually leads to higher spend, whether through:

• Deeper engagement
• Trying products
• Interacting with staff
• Discovering more of the range

Ways to increase dwell time:

• Interactive displays
• Testers or try-ons
• Comfortable seating
• Product demonstrations
• In-store workshops

Shoreditch and Soho audiences respond particularly well to experiential elements.

Explore retail spaces suited to immersive retail: Shoreditch experiential units, Soho creative spaces

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7. Email Sign-Ups and Community Growth

Even if revenue is modest, a strong pop-up shop can deliver exceptional community growth.

Measure:

• Email sign-ups
• SMS sign-ups
• Social follows
• QR code scans
• Competition entries

A well-run pop up often outperforms digital marketing for community growth. Some brands collect more email addresses in one London weekend than in an entire month online.

For engagement strategies, see: How to Promote Your Pop-Up Shop in London: Playbook.

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8. Customer Feedback and Qualitative Insights

Quantitative metrics only tell half the story. Your conversations with visitors are equally valuable.

Track:

• What customers liked
• What confused them
• What they expected
• Which products were popular
• Which products were ignored
• Any questions that came up repeatedly

If many customers ask, “Do you have more colours?” or “Will you be in this area again?” that feedback is a clear signal for product or location strategy.

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9. Stock Sell-Through Rate

A pop-up shop is a great opportunity to identify which products deserve more production or promotion.

Sell-through Rate = units sold ÷ units available

High sell-through signals:

• Strong product-market fit
• Good pricing
• Right neighbourhood
• Effective merchandising

Low sell-through may indicate:

• Pricing issues
• Poor visibility in-store
• Lack of customer understanding
• Wrong audience for the location

This is why neighbourhood choice matters. To compare areas, browse: London retail spaces

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10. Return on Investment (ROI)

Once you have tracked the above KPIs, you can calculate ROI accurately.

ROI = (total gain – total spend) ÷ total spend

Your total gain may include:

• Revenue
• Email list growth
• Social reach
• Post-pop-up online sales
• Content captured
• Partnerships formed

Many brands use ROI not just to justify the pop up itself but to decide whether to:

• Repeat the concept
• Try a different neighbourhood
• Extend the activation
• Consider a permanent shop

If ROI is strong in a specific location, that’s a signal to explore a longer activation or a return visit.

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11. Using Your KPIs to Decide What Happens Next

Your KPI data should help answer:

• Should you return to the same area?
• Did the audience match your brand?
• Which products deserve investment?
• Does a permanent shop make sense?
• What would you change next time?

If your pop-up shop was in King’s Road, Shoreditch, Soho, Notting Hill or Covent Garden, revisit your results based on the specific audience behaviours of those areas.

For a wider strategic view, see: Should You Open a Pehttps://www.thestorefront.com/mag/pop-up-shop-london-permanent-store-results/rmanent Store? Using Your Pop-Up Results to Decide

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Final Thoughts

A pop-up shop in London gives you access to insights most brands simply cannot gather online. By measuring the right KPIs and interpreting them intelligently, you transform a short-term activation into long-term strategy.

To begin planning your next pop-up shop, explore: London retail spaces available now

And for a full, end-to-end approach check out our comprehensive: How to Start a Pop-Up Shop in London.