Anchor Merchant Event & In-Store Activation Guidelines

Anchor Merchant Event & In-Store Activation Guidelines

For Anchor Merchants (Shop-in-Shop Spaces)

Belleville Market loves when Anchor Merchants bring their spaces to life through events like product demonstrations, meet-the-merchant moments, trunk shows, tastings, workshops, or special launches. These activations create memorable experiences for our guests and give merchants a chance to connect directly with shoppers.

Because our store is a shared space, we ask that all events be planned thoughtfully and in partnership with Belleville teams.

Planning and Approval

All merchant-led events should be pre-approved by Merchant Support in conjunction with the Marketing team. This ensures proper Guest Services coverage, avoids conflicts with other in-store or downtown events, and allows Marketing to explore opportunities to enhance your activation through promotion or partnerships.

Event requests should be submitted at least 15 days in advance of the proposed date, and sooner if possible, to allow for thorough planning and marketing support. Last-minute activations may not be approved. Merchant Support will confirm approval and provide guidance on next steps.

Inventory and POS Guidelines

All standard Belleville Merchant Policies remain in effect during events. Any new items brought in for an activation must be entered into inventory, properly barcoded, and tagged before the event. All sales should go through the Belleville POS system unless prior approval has been granted.

Failure to follow these policies may result in immediate offsets or adjustments. To avoid issues, work with Merchant Support ahead of time for setup guidance and best practices.

Guest Experience and Staffing

Merchants are responsible for having a representative present for setup, the event itself, and breakdown. This person should be actively engaging with customers, sharing information about their brand, products, and offerings—this is a perfect opportunity to connect with guests and drive sales.

Belleville handles transactions as normal, but prior notice of your event allows Guest Services to ensure adequate staffing for the day.

It’s important to keep your space orderly during and after the activation to maintain a positive guest experience and smooth store operations. Activations should not block aisles or disrupt neighboring merchants.

Best Practices

  1. Engage Merchant Support early in the planning process.
  2. Share goals and ideas openly.
  3. Collaborate with Marketing to amplify your event.
  4. Treat your activation as part of the overall Belleville guest experience.

Summary

We strongly encourage Anchor Merchants to host events and activations. With thoughtful planning, proper approvals, and adherence to Belleville policies, your activation can enhance both your business and the guest experience. Questions or proposals should be directed to Merchant Support.

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