Retail activation
There are new challenges facing the world of marketing and promotion. Consumers are exposed to ads on their phones and even outside their windows in some cases. This has created a challenge for brands to inform potential customers about a product or service, as it can easily fall on deaf ears. Now more than ever, businesses are competing for attention, so how can a retail company stand out in a world filled with advertisements? An effective solution to this challenge is a retail activation, where consumers can interact directly with a brand, build familiarity and experience its value firsthand. Instead of being told how great a product or service is, they discover it for themselves through genuine, immersive engagement.
Let’s further explore what makes retail activations so successful, how your brand can benefit, and some further steps to implementing an activation strategy of your own.
What is retail activation?
Let’s start by explaining what a retail activation is, because chances are you’ve already experienced one without even realising it. A retail activation is a temporary setup that allows consumers to directly or virtually interact with a brand. These activations provide potential consumers with a unique opportunity to test out new products, discover new clothing styles and explore the latest technology and lifestyle items in an interactive setting where it doesn’t feel like they’re being pressured into purchasing an item.
Why is retail activation important?
A retail activation is important because it provides brands with the opportunity to stand out. In a competitive marketplace where every company is looking for an advantage, nothing beats creating a direct and memorable interaction.
Stronger brand connection
For many consumers, seeing is believing. Often, potential customers will hear all about how great a product or service is, but without experiencing it firsthand, there tends to be a disconnect. A retail activation allows for a stronger brand connection as people interested in a product can gain familiarity with its features, quality and benefits in a way that traditional advertising can’t deliver. Consumers might develop a stronger connection with a brand when they’ve had a positive experience trying their products or services.
Increased product engagement
Through interactive displays, demos and hands-on experiences, retail activations provide consumers more time to gain familiarity with a product. No matter how good an advert is, there’s no substitute for experiencing a product in person. Instead of passively seeing an ad show up on your social media feed, a retail activation allows for increased product engagement by inviting potential customers to interact directly with products, ask questions and experience their benefits.
Immediate sales opportunity
A retail activation creates a no-pressure environment where consumers are actively engaging and learning about a product rather than just being told about it. This approach allows consumers to engage their natural curiosity as opposed to feeling obliged to make a purchase. It may even make a potential consumer feel more enticed to make a purchase once they’ve become familiar and informed.
Social sharing
In this day and age, nothing is more powerful than the tool of social media. An eye-catching and immersive activation will not only get attention in its location but also on social media. This can help attract even more attention and potential consumers, as the activation creates buzz on social media and sparks a sense of FOMO (fear of missing out), encouraging others to visit and experience the retail activation for themselves.
Valuable customer insight
Honest and direct feedback from customers is sought after in the world of business as it’s the best way to address concerns and make improvements to products and services. A retail activation opens up the opportunity to get honest customer feedback. Customers feel more inclined to share their thoughts in an environment where they are not pressured to make a purchase. Feedback can be from conversations with brand ambassadors, on-the-spot surveys or through their interactions.
Components of retail activation
Now that we’re familiar with the benefits, what exactly goes into a retail activation? There are a few common elements in every activation, but the goal is always to create a memorable interaction, regardless of what you’re promoting.
Inviting and immersive experience
It all begins with drawing people to your activation. A retail activation shouldn’t feel closed off; it should be something that piques curiosity and draws people in. It should also have an immersive element, as customers will want to engage with the experience and explore products firsthand. This makes them feel less like they’re being sold something and more like they are part of an experience.
Digital interactive element
A digital interactive element can serve as a bridge between the in-store experience and future engagement or purchases. It can boost engagement with iPad displays, QR codes and other digital elements, as well as extend its impact beyond an event. For example, a QR code might link to exclusive offers, product information or sign-ups. This creates a pathway for continued interaction, nurturing interest that could lead to future purchases.
Incentive to purchase
Since a typical retail activation tends to be for a limited time, customers may feel more incentivised to make a purchase. Whether through exclusive discounts, product bundles or limited-edition items, this component creates a sense of urgency amongst customers and adds extra motivation for shoppers to convert their genuine interest into immediate purchases.
Promotional opportunity
Another common component of a retail activation is the opportunity to promote a brand, product or service memorably. This can be in the form of an eye-catching display, strategic partnerships or exclusive in-store events. The promotional component builds awareness and ensures the activation continues to make an impact after the event itself.
Retail activation examples
At B_RD we have vast experience in retail activations that helped showcase different brands and created memorable experiences for consumers across a wide range of industries.
Casablanca Beach Club
We partnered with luxury fashion brand Casablanca Paris to transform a physical space into an immersive beach club activation complete with custom-built furniture, branded décor and signature design elements. Our creative team produced designs, physical components and completed installation to create an experience that allowed guests to interact with the Casablanca Paris brand in a memorable way that sparked curiosity and drew attention.
Kurt’s road trip windows
The creative experts at B_RD teamed with Kurt Geirger, a luxury British footwear and accessories brand, to create a summer-inspired window activation that transformed traditional store windows into an eye-catching display to promote a seasonal campaign. The finished display was set up in-store, turning ordinary windows into a vibrant scene that encouraged shoppers to engage with the brand and learn more about the seasonal campaign.
lululemon ambassador event
The lululemon ambassador event created a branded environment that connected customers and brand ambassadors with the lululemon brand. This event drew a buzz and inviting atmosphere with a DJ booth, custom check-in desk and interactive connection wall for customer feedback. We turned a traditional space into a lively activation that encouraged engagement beyond traditional retail shopping spaces.
How to create a retail activation strategy
Set a goal
This is key to implementing any strategy; it’s about identifying goals specific to your unique brand. Once that’s been decided, you can focus on the creative vision and the best way to go about achieving this goal through a retail activation. This can come in many forms, such as pop-up stores, in-store product demonstrations, immersive window displays, seasonal takeovers, or branded collaborations within another retailer’s space. Each format provides a different way to engage customers and showcase your brand identity.
Train your brand ambassadors
Any successful retail activation involves creative professionals, a clear goal and brand ambassadors to bring the experience to life. Brand ambassadors are important to manage customer enquiries, guide interactions and ensure any important messaging is communicated in an authentic and engaging way.
Choose the right location
You can have an incredible activation, but it’s of no use if it’s not in the right location. A retail activation should be in an area that’s conducive to foot traffic, attracts your target audience, and complements the overall brand experience. In some cases, it can be as simple as setting up near your storefront or an open public space. A good location can enhance your retail activation and make it more accessible to guests.
Plan logistics
Arguably, one of the most important aspects of any successful retail activation will involve managing logistics. This can include everything from scheduling installation to planning teardowns. Smooth logistics takes the stress out of managing different aspects of your activation. We suggest acquiring the services of a design and production agency, such as the team at B_RD, that can handle all the intricate details from concept development to installation.
Analyse results
The only way to measure the success of an activation is through analysing results. This is why it’s so crucial to have a clear goal in mind before starting with any planning. The best way to measure results will depend on what you’re trying to accomplish. This can include increased sales, social media engagement, sign-ups or customer feedback. A clear idea of these metrics will go a long way in measuring the success of your retail activation.
How B_RD can help with retail activation experience
The creatives at B_RD specialise in turning your vision of a retail activation into a memorable experience that resonates with customers. Our in-house team takes the stress away from planning various aspects and ensures every detail is handled seamlessly. Ready to create a retail activation that will get serious attention? Get in touch with us by filling out our contact form, giving us a call on +44 (0) 1664 494 750 or sending us an email at hello@wearebrd.com.
