Retail is an extension of the brand. While most consumer brand people have always known that, retailers and manufacturers may not have always taken full advantage of this singular opportunity to make consumers awash in the brand image. But they are now.
Target started the pop-up store trend when they launched the Manhattan Bullseye Bodega. Since then several manufacturers, in the face of private label competition, have seen fit to explode their brands into a full on retail experience. Pop-Tarts is the latest and most fun example yet.
The New York Times describes Pop-Tarts World in detail from the menu to the hourly light shows that seem to project the idea of what it’s like to actually be a Pop-Tart. Most telling about the thought process for this store was the statement by Scott Schoessel of Gigunda Group, Inc., the company that helped put this concept together. He says that this store is not about sales but more about the experience. That’s a wise perspective on retail for brand builders. Even wiser are those that can combine the two — make the sale and the brand connection.
One Comment
In my view,band is not the most important,the innovative style and adverting comment post in Pop up also can be attract the eye of the people.