Merchant Event & In-Store Activation Guidelines

Merchant Event & In-Store Activation Guidelines

For Anchor, Showcase, & Curated Merchants

Belleville Market encourages merchants to bring their brands to life through thoughtfully planned activations. Product demonstrations, meet-the-merchant moments, tastings, workshops, seasonal features, and special launches create memorable guest experiences and meaningful connections.

When done well, activations energize the store and strengthen both individual brands and the overall Belleville experience.

Because Belleville operates as a shared, curated department store environment, all activations must be planned in partnership with Merchant Support and follow structured guidelines.

Planning and Approval

All merchant-led activations must be pre-approved by Merchant Support. Marketing may be involved when promotional opportunities are available.

To begin the process, merchants must submit a Merchant Activation Event Request Form outlining:
  1. Activation concept
  2. Proposed date(s)
  3. Operational needs
  4. Preferred activation location
Requests should be submitted at least 15 days in advance, and earlier for weekends, major storewide events, or City of Easton events.

Approval is based on:
  1. Calendar availability
  2. Activation space availability
  3. Operational impact
  4. Alignment with store standards
  5. Event balance during large storewide or city events
Last-minute activations may not be approved.

No unscheduled pop-ups or self-set tables are permitted.

Activation Locations

To maintain guest flow and presentation standards, activations must occur in approved areas.

Anchor Merchants

Anchor merchants may host activations within their licensed shop-in-shop space. Activations must remain within their footprint and may not extend into aisles or neighboring areas without approval.

Showcase & Curated Merchants

Showcase and Curated merchants will be assigned to a designated activation area, which may include:
  1. Demonstration Desk – Gallery
  2. Taste Desk – Taste Department (within Gallery)
  3. PARC Activation Area
  4. Loft Desk
Activation areas may shift seasonally based on store layout. Final placement is determined by Merchant Support.

PARC and Loft activation areas may include access to up to two beer hall tables, subject to availability. Additional equipment requests must be submitted in advance.

Activation spaces are limited and scheduled on a first-come, first-served basis once approved.

Inventory and POS Guidelines

All standard Belleville Merchant Policies remain in effect during activations.

Any new items brought in for an activation must:
  1. Be entered into inventory in advance
  2. Be properly barcoded and tagged
  3. Be approved by Merchant Support if outside standard assortment
All sales must be processed through the Belleville POS system unless prior approval has been granted.

Independent checkout methods, QR payments, or external POS systems are not permitted.

Failure to follow inventory or POS policies may result in offsets or adjustments.

Guest Experience, Staffing, & Store Standards

Merchants are responsible for having a representative present for:
  1. Setup
  2. The duration of the activation
  3. Breakdown
All setup and breakdown must occur during standard operating hours unless otherwise approved.

Representatives should be actively engaging guests, sharing product knowledge, and supporting sales. Belleville handles transactions, but advance planning allows Guest Services to ensure proper staffing.

Because Belleville is an active retail environment, activation areas must remain tidy, organized, and guest-ready throughout the event. Merchants are expected to:
  1. Keep surfaces clean and uncluttered
  2. Store extra inventory and personal items out of sight
  3. Clear trash or sampling waste promptly
  4. Maintain an elevated, cohesive presentation
Activations must not:
  1. Block aisles
  2. Disrupt neighboring merchants
  3. Create safety hazards
  4. Extend beyond assigned activation zones
Handwritten signage or informal setups are not permitted.

Food & Beverage Activations

Food or beverage sampling requires advance approval and may require:
  1. Insurance documentation
  2. Food safety compliance
  3. Additional operational review
Alcohol service requires separate approval and documentation.

Event-Based Activations

During major Belleville events (such as Spring Open House or holiday celebrations) or City of Easton events (such as BaconFest), activation participation may be curated to ensure balance across departments.

Event-based activations may include:
  1. Coordinated promotional efforts
  2. Required participation hours
  3. Themed presentation guidelines
  4. Event-specific offers
Participation in large-scale events is subject to additional planning standards.

Best Practices

  1. Submit requests early.
  2. Clearly share your goals and activation plans.
  3. Engage Merchant Support early in the process.
  4. Prepare inventory and materials in advance.
  5. Treat your activation as part of the overall Belleville guest experience.

Summary

We strongly encourage merchants to host activations. With thoughtful planning, proper approvals, and adherence to Belleville standards, your activation can enhance both your business and the guest experience.

Questions or proposals should be directed to Merchant Support. All activations must be submitted through the Merchant Activation Event Request Form.

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