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Retail Is Detail Presentation on how brands are leveraging Pop-Ups in Shopping Centre's

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A CURTAIN CALL FOR POP-UP STORES & MALL OPERATORS”

How brands are leveraging Pop-Ups in Shopping Centre's

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.

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

The Castello Road Show, as we like to call it, will now be travelling on to Sweden and Dubai in 2015, after which it’ll head off to Australia in 2016.

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Retail Is Detail Presentation on how brands are leveraging Pop-Ups in Shopping Centre's

  1. 1. DATE | APRIL 22nd  2015 “A CURTAIN CALL FOR POP-UP STORES & MALL OPERATORS” How brands are leveraging Pop-Ups in Shopping Centre's
  2. 2. “THE POWER OF POP-UP” On how a brand can benefit from Pop-Ups
  3. 3. “… and then I got a call from CASTELLO…”
  4. 4. Se7en - Creative Powerpoint Template 4 Table of Contents 7) Video Opening Babylon of the 1st Pop-Up 5) Our Brief From Castello… 6) How we did it and the challenges! 3) Why Malls Should Embrace Pop-ups… 4) 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
  5. 5. Se7en - Creative Powerpoint Template 5 Quote – JLL Drag your map here “If 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.
  6. 6. Se7en - Creative Powerpoint Template 6 Why Malls Should Embrace Pop-ups… image 1) To Introduce New Retail Concepts And Brands 2) To Move E-tailers From Clicks To Bricks 3) To Introduce A New Brand / Product / Service
  7. 7. Se7en - Creative Powerpoint Template 7 Why Malls Should Embrace Pop-ups… image 4) To Create Unique And Experiential Events 5) To Create Museum Quality Exhibits 6) To Create a buzz / Garner PR / Generate revenue
  8. 8. Se7en - Creative Powerpoint Template 8 A UNIQUE POP-UP MUSEUM EXHIBIT A Van Gogh Museum Pop-up Experience A HIGH END POP-UP EXPERIENCE THAT WILL INSPIRE YOU… Seduce your mall visitors, whilst honoring 125 years of the master's inspiration..
  9. 9. Se7en - Creative Powerpoint Template 9 A UNIQUE POP-UP MUSEUM EXHIBIT A Van Gogh Museum Pop-up Experience Specially tailored product merchandise, make the experience complete…
  10. 10. Se7en - Creative Powerpoint Template 10 Our Brief From Castello Castello 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
  11. 11. Se7en - Creative Powerpoint Template 11 Our Brief From Castello Castello Cheese Pop-Up Store The Pop-Up store Design needed to reflect the likes and dislikes of their Castello Consumer profile. Drag your map here
  12. 12. Se7en - Creative Powerpoint Template 12 Our Brief From Castello Castello Cheese Pop-Up Store 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. 13. Se7en - Creative Powerpoint Template 13
  14. 14. Se7en - Creative Powerpoint Template 14
  15. 15. Se7en - Creative Powerpoint Template 15
  16. 16. Se7en - Creative Powerpoint Template 16 How We Did It and the Challenges We Faced Castello 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
  17. 17. Se7en - Creative Powerpoint Template 17 How We Did It and the Challenges We Faced Pop Ups need to look & feel like a permanent store, but must be… Drag your map here 1) Modular fit out- dimensions and locations vary greatly for pop ups 3) Must not alter the spaces/locations in any structural way 2) Easy to assemble and dis-assemble due to limited time lines for pop ups 4) Be re-usable without too many touch up expenses 5) Affordable, Turnkey & Merchandised/Staffed/Trained and ready to Pop
  18. 18. Se7en - Creative Powerpoint Template Drag your map here 18 How We Did It and the Challenges We Faced
  19. 19. Se7en - Creative Powerpoint Template Video Opening Babylon of the 1st Pop-Up 17
  20. 20. Se7en - Creative Powerpoint Template 20 Table of Contents 7) Contact 5) Why We Did It 6) Results 3) Events… 4) What We Did 1) Consumer Interaction! 2) PR & Marketing
  21. 21. Consumer Interaction…
  22. 22. PR&Marketing
  23. 23. Experiential, Event Based ‘EAT THE ART’ 17
  24. 24. 1) BIG IDEA CAMPAIGN 2) WORKING THROUGH THE LINE 3) EXECUTED RELEVANTLY LOCALLY What We Did
  25. 25. WhyWeDidIt
  26. 26. Earned Media Summary Total Placements Total Impressions 316 23,933,547* *All coverage was comprehensive of the store’s activities and offerings. UK 14,000,000 impressions before press event
  27. 27. KEY SOCIAL METRICS Total Social Impressions: 1,735,240 Twitter Impressions: 1,254,228 Facebook Impressions: 481,012 Total Posts: 65 • Number of Castello Facebook Posts: 22 • Number of @CastelloUSA Tweets: 32 • Number of @CastelloUSA Instagram Photos: 11
  28. 28. 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
  29. 29. Se7en - Creative Powerpoint Template 29 Contact Info “A CURTAIN CALL FOR POP-UP STORES & MALL OPERATORS” How brands are leveraging Pop-Ups in Shopping Centre's 📞 Tel +31 654988843 Email Info@retail-is-detail.com Internet www.retail-is-detail.com A Presentation By Retail Is Detail 2015

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