presentation by john blogg of retail-is-detail at spree event - icsc london april 2015l

PowerPoint Presentation

DATE | APRIL 22nd 2015

A CURTAIN CALL FOR POP-UP STORES & MALL OPERATORSHow brands are leveraging Pop-Ups in Shopping Centre's

THE POWER OF POP-UPOn how a brand can benefit from Pop-Ups

Se7en - Creative Powerpoint Template

and then I got a call from CASTELLO


4Table of Contents7)Video Opening Babylon of the 1st Pop-Up 5)Our Brief From Castello6)How we did it and the challenges!3) Why Malls Should Embrace Pop-ups4)An Example Of An Event Based Pop-Up.1)Intro Got A Call From Castello Cheese!

2)What Is A Real Pop-Up, Anyway?8)Handover Francesco Leone


5Quote JLL Drag your map hereIf new products can come and go, why can't stores?

This is the premise behind the Pop Up phenomenon that has taken over the world of retailing.


6Why Malls Should Embrace Pop-ups

image1)To Introduce New Retail Concepts And Brands2)To Move E-tailers From Clicks To Bricks3)To Introduce A New Brand / Product / Service


7Why Malls Should Embrace Pop-ups

image4)To Create Unique And Experiential Events5)To Create Museum Quality Exhibits6)To Create a buzz / Garner PR / Generate revenue


8A UNIQUE POP-UP MUSEUM EXHIBIT A Van Gogh Museum Pop-up Experience

A HIGH END POP-UP EXPERIENCE THAT WILL INSPIRE YOUSeduce your mall visitors, whilst honoring 125 years of the master's inspiration..


9A UNIQUE POP-UP MUSEUM EXHIBIT A Van Gogh Museum Pop-up Experience

Specially tailored product merchandise, make the experience complete


10Our Brief From CastelloCastello Cheese Pop-Up Store

We were asked to create a design and develop a Castello Specialty Cheese Pop-Up Store in line with the outcome of their extensive consumer research.

Drag your map here



The Pop-Up store Design needed to reflect the likes and dislikes of their Castello Consumer profile.

Drag your map here



It needed to be a complete shopping experience that could serve as a possible starting point for further international retail development of business to business as well as b2c.

Drag your map here


13


14


15


16How We Did It and the Challenges We FacedCastello Cheese Pop-Up Store

We had to overcome many challenges in the countries we travelled to with the Pop-Up Roadshow

Drag your map here


17How We Did It and the Challenges We FacedPop Ups need to look & feel like a permanent store, but must be

Drag your map here1)Modular fit out- dimensions and locations vary greatly for pop ups

3)Must not alter the spaces/locations in any structural way2)Easy to assemble and dis-assemble due to limited time lines for pop ups 4)Be re-usable without too many touch up expenses5)Affordable, Turnkey & Merchandised/Staffed/Trained and ready to Pop


Drag your map here18How We Did It and the Challenges We Faced


Video Opening Babylon of the 1st Pop-Up

17


20Table of Contents7)Contact5)Why We Did It6)Results3) Events4)What We Did1)Consumer Interaction!

2)PR & Marketing


Consumer Interaction

21

PR & Marketing

Experiential, Event Based EAT THE ART17


1)BIG IDEA CAMPAIGN2)WORKING THROUGH THE LINE3)EXECUTED RELEVANTLY LOCALLYWhat We Did

What is it:Big idea campaign working through the line perfectly linked with our brand platform Creatively CraftedIt goes across all touch points, and can be executed across them in the most relevant local ways possible

24

Why We Did It

Earned Media SummaryTotal PlacementsTotal Impressions31623,933,547*

*All coverage was comprehensive of the stores activities and offerings.

UK 14,000,000 impressions before press event

KEY SOCIAL METRICSTotal Social Impressions: 1,735,240

Twitter Impressions: 1,254,228Facebook Impressions: 481,012

Total Posts: 65

Number of Castello Facebook Posts: 22Number of @CastelloUSA Tweets: 32Number of @CastelloUSA Instagram Photos: 11

RESULTS

Reshaped discussion with retailers locally making Castello the cheese experts

Got permanent Merchandising on the agenda and rolling

Sold 40t of cheese as a one off in one meeting with Publix in the pop-up store

Got retailer tastings and excitement around new possible listings and early seeding of 2015 plan

Could share consumer insight and inspiration to retailers from the store

29Contact InfoA CURTAIN CALL FOR POP-UP STORES & MALL OPERATORSHow brands are leveraging Pop-Ups in Shopping Centre'sTel +31 654988843Email [email protected] www.retail-is-detail.com

A Presentation By Retail Is Detail 2015
