The integration of digital technology into mainstream culture and lifestyles has profoundly impacted the retail industry in myriad ways. The power of location has ceded influence to social media and online shopping that allow customers to shop from the convenience of their digital devices. Brick-and-mortar retail establishments have had to adjust to the evolving shopping habits of modern consumers. Some brands have been more successful than others, with the more prosperous ones viewing change as an opportunity instead of a liability.
The demise of shopping malls serves as the canary in the coalmine for the retail industry, as the general public no longer has the free time nor the inclination to meander from one shop to another, mulling through shelves and racks of potential purchases that all fit into their iPhone. Retail programs must find ways to connect with customers – especially Millennials – in a meaningful and authentic manner that respects the customer’s time and pressing schedules.
RETAIL PROGRAMS: UNILEVER
Facing a tight budget, Divina Latina, a Unilever consumer website was looking to drive incremental sales and display activity during the holiday season. So we harnessed the power of over 500 CVS locations across the nation to demonstrate Unilever’s beauty brands and the rich content of its Divina Latina website.
Factory 360 planned, scheduled and booked mass samplings in over 500 CVS stores in a 2-weekend timeframe during the key holiday selling season. Factory 360’s bilingual talent educated the consumer on the product benefits as well as distributed samples/coupons in-store.
Factory 360 activated over 150 simultaneous events per day in 15 markets and our brand ambassadors distributed over 53,000 samples over two weekends. 20% of participating stores sold out of product during the 3-hour event with 50% of IRC’s redeemed on-site.
RETAIL PROGRAMS: EMMI CAFÉ LATTE
Europe’s #1 chilled espresso drink launched their brand in the U.S. and was looking to drive trial in the retail environment. The product’s European heritage, a key brand attribute, served as the focus of an ambitious retail-sampling program. Factory 360 developed a compelling retail program to “pop up” at events and retail locations, and activated a “European Sidewalk Café” with branded luxury patio furniture and a mobile coffee truck. Factory 360 managed all tour logistics, including scheduling and retail coordination. The program exceeded the sampling goal by 30% and drove sale lift for retail partner.
RETAILTAINMENT IS ALIVE
Factory 360’s experiential marketing approach to retail programs embraces modern shopping habits and expectations. Retailers must connect with customers on a psychological level to understand their expectations and decision-making processes. The team at Factory 360 specializes in consumer interactions with retail experiences, and seeks opportunities to incorporate digital media into retail strategies that impact people on a human level. The retail experience must be nimble and current to remain relevant in today’s mercurial cultural dialogue.