VISUAL MERCHANDISING - A WINDOW OF EXPERIENTIAL OPPORTUNITY
What if, instead of having a standard window display that people would walk past, your pop up shop commanded attention and caused people to stop and interact with your brand? Sound impossible? It’s not.
For as long as physical retail spaces have been in existence, shop owners and marketers have been trying to find unique ways to use their windows to generate interest in the products kept inside. Some have gone to great lengths to create stunning scenes and lay out merchandise in a visually-appealing way, but even the greatest designs don’t always command attention. People, overwhelmed with visual stimuli, now tune out even the most creative displays, simply because there is so much going on in the world around them. However, there’s a new trick you can add to your marketer’s toolkit; experiential marketing. Using interactive displays, you can now stop your audience dead in its tracks and get them interacting with your brand on a meaningful level.
USE THE FIVE ESSENTIAL COMPONENTS OF EXPERIENTIAL MARKETING
In order for your experiential marketing campaign to be effective, it needs a layer of immersion or interactivity. The display cannot be static, nor should it act entirely on its own.
While you can use ideas other marketers have tried to inspire your own idea, you’ll need to come up with a concept thats unique to your brand. Naturally, this will command attention, but it’s also important for the sake of authenticity—something which younger shoppers in particular crave. While shoppers appreciate experiential marketing, they’ll only continue to do business with a company that comes across as authentic and shares their values.
In order to get the most out of your efforts, you’ll need some degree of sharability. This is easily achieved through social media integration, either by giving visitors the option of sharing their photo on the spot or by rewarding them for sharing, such as providing a giveaway for those who post to social media whilst enjoying the display.
Consider why people should remember the experience and come back to your brand for more interactions. An amazing experience may be enough on its own, but you may also want to consider providing people with something to jog their memory later or by adding them to a mail list, so you can reach out to them again after the experience.
It’s a good idea to define some form of measurement for success in advance. With experiential marketing, immediate sales aren’t usually the goal. Instead, you may want to look at the total number of visitors, shares, or photos taken. Watch out for Popscore Measure which will soon be able to offer measurement like no other.
Watch How Big Brands Nail it with Experiential Window Displays
Nike Encouraged Shoppers to Get Active
Nike is well-known for it’s epic branding in terms of generating a sense of empowerment among brand aficionados. The company used XBox Kinect tech in a series of storefront windows to generate interest. Some simply responded to the movements in front of the window, whilst others utilised step pads on the sidewalk, buttons on the window, or required an action from a person, such as jumping.
Volvo Got Mall-Goers to Check Out Cars
Volvo, like many automotive brands, has decided to move into cities with brief pop up shops to begin dialogues with potential customers. At the same time, the brand also realizes that almost nobody goes to the mall to buy a car, so instead, the brand focuses on experiential retail. In one of their latest endeavours, Volvo added a simple “connect-the-dots” video game to a storefront window. Actions taken on screen were tied to lights inside the shop and around vehicles, drawing attention inward. At the end of the game, players were enticed inward to chat with an employee.
Hugo Boss Combined Reality and Augmented Reality
The well-known brand used cutting-edge tech a few years back to draw in shoppers during the festive season. First, they sent several Santas out into the crowd to give away cards which could be used at the shop. Visitors were first nudged to hold up their cards at the storefront window, at which point they were treated to a “Season’s Greetings” message and a fashion show. As a third component, the cards could then be taken into the shop where people got yet another augmented reality treat; their cards became a poker deck. Winners scored big discounts within the store.
Jonathan Trumbull Inspired Nostalgia and Created New Memories
With its “Face in the Snow” window display, clothing designer Jonathan Trumbull caught the eye of passers by with a stunning snow display. The display used facial recognition to identify when someone stood in front of the display and grabbed a quick snapshot, which people could have texted to them or could download by entering their unique code on a specially-designed website.
W + K Turned Heads without Tech
Although most of these examples use tech which may not be within reach for smaller pop up shops, it’s worth noting that tech isn’t always necessary to create an experiential marketing window campaign. W + K is an advertising agency, not a retail outlet, but their concept would translate well. In “Real Life at Work,” the group created an eye-catching cartoonish office space behind a front window and had employees take shifts working behind the glass. Although placing retail associates behind the glass might not work so well, brands could easily showcase how handmade goods are created, bring in real-life models, or come up with any number of concepts that involve real-life interaction.
CREATE YOUR OWN EXPERIENTIAL RETAIL CAMPAIGN
Whether you’re able to do something big like Hugo Boss did or want to run a more modest campaign like W + K did, Popertee can help you find the right space (and windows) for your needs and for your experiential marketing needs.Check out our available Popertees to start planning now.