Pampers attracts moms with its interactive module
Together with the company Procter & Gamble, we have devised how to make a children´s section environment, namely a section of disposable nappies, more attractive and how to educate shoppers. In the chain of Globus supermark…
Jack Daniel’s celebrated its 150th anniversary with original shelves in Tesco stores
On the occasion of the 150th anniversary of the foundation of the first Jack Daniel´s distiller, the company Brown-Forman prepared for its customers a campaign with the limited edition of Jack Daniel´s whiskey and premium pro…
Pet Center – store remodelling
Pet Center, the retailer of goods for pets, redesigns its stores and invites its customers to airier and more modern environment. The modernized concept of in-store design does not concern only newly opened stores, but also…
Original Metaxa party
Together with the company Rémy Cointreau, we came up with an idea how to make upcoming summer parties originally special. For its customers in Bratislava, the company offers a container Metaxa Partyhaus furnished as a livin…
Victory at POPAI Awards Paris for three of our projects
Paris, Prague 16th June 2016 – From this year´s prestigious European contest POPAI Awards Paris, three awards go to the Czech Republic, all of them for projects realized by our company. From France, we will bring one gold,…
Nescafé Dolce Gusto invites for a coffee with a new POP media
The company Nestlé prepared a new branding for coffee lovers and also a bigger package of the popular coffee – Nescafé Dolce Gusto. As a part of the complex support, we realized a modern and elegant display for our client w…
DAGO is a new partner of the POPAI CE research project
The knowledge of the Czech retail market is essential for our work. At the same time we really care about its functioning and hence we, in DAGO, welcomed the possibility to become a partner of the research project of POPAI…
Metaxa home party and pleasant get-together with a Kingswood Rosé cider
We got an opportunity from our clients to develop and implement just two realizations for products from the alcoholic drinks category into stores. One of them is an original shelf Metaxa module advising customers how to cre…
Vitana farmers´ market in hypermarkets
Prague, May 9th 2016 – The company Vitana, the leader in the soup product category, introduced a new line of soups and decided to support their launch using an attractive display. Customers were attracted to the great produ…
POPAI Awards Paris – this year, we were successful again.
Prague, Paris, 7th April 2016 – On Tuesday, the prestigious European competition POPAI Awards Paris announced projects qualified for the June finals. Three of them were realized by our company and it is already evident that…
Marketing a Komunikace: There is nothing better than real contact with a customer
During the pandemic, online shopping was an undeniable salvation for retailers. For months, people had been buying all kinds of goods on the Internet – food and everyday goods, as well as lifestyle clothing and products, reinforcing a long-known trend.
A look at the closed shop windows, reports of iconic brands in insolvency, and a clear shift to online shopping all make us wonder how this accelerated movement will affect the foreseeable future of permanent stores. The future will certainly bring changes, but permanent stores are not yet to be depreciated. For example, these roles of permanent stores show why traditional shopping will last for a long time.
EMOTIONAL LINK
Permanent stores still evoke an emotional movement in a customer, which does not take place in the virtual world. Take a look at the following comparisons: If online shopping is something like online dating, then we can compare the first visit to the store to the first meeting. Internet retailers and people who get acquainted with the Internet want to look attractive on the web. Their identities are the result of how they present themselves in the online environment through witty communication and cleverly managed Instagram accounts. But the turning point is the first date – in our case, the first visit to the store. That’s when familiarity deepens – limited encounters in a small display space turn into a multisensory experience. The first physical contact helps to create a real bond between the brand and the customer. It´s either – or. Some dazzle, others disappoint. An unsuccessful first visit to the store remains in memory as well as an unsuccessful first date.
STRENGTHENING THE BRAND
Let´s realize that the evolution of brands is affected by the pandemic and forces many of them to pass through this period. Customers know their products and the current crisis directly encourages them to seek solace in the familiar. As soon as the market recovers, the process of product and brand innovation will start again, because in a competitive environment this simply works. Brands will develop and, at the same time, they will feel the need to convince their loyal supporters again.
The ability to look authentic is a unique feature of permanent stores. This mechanism allows the brand to strengthen its credibility, to convince itself of the quality of its product, its activities and the values it presents.
THE BRAND´S DEFENCE
The last thing we will deal with is brand loyalty. Brands usually survive. Especially those that are new or focused on a narrow circle of customers will not succeed. Permanent stores, in which there is a direct interaction with customers, can turn a person surfing the Internet into a convinced advocate. In the age of social media, such an advocate is a big triumph for the brand. Interesting events that take place directly in stores stimulate people’s affection for the brand and attract influencers. The great advantage of permanent stores is that their space can be used for anything – from special events and the introduction of new products, to workshops for the public or exercises. The existence of permanent stores gives the brands credibility both technically and personally. For every brand advocate, a visit to a store is an opportunity to “renew the promise of loyalty” to the brand and spread its message.
Although permanent stores are no longer the only dominant driving force of sales and are becoming part of a broader strategy, physical presence remains essential to achieve certain goals. The existence of permanent stores has a deeper purpose. In stores, a real bond is formed, which strengthens confidence in the brand’s activities and offer. This need for binding will never disappear. The brand may have the best image in the virtual space, but without personal contact with customers, its chances are limited.
Daniel Jesenský, Ph.D., MSc., MBA, Vice President, POPAI Central Europe
Sources
– Shop!Global a POPAI UK&I (2020). Future proof formats. Research Reports – Shopper Insights. Issue 44/2020
– POPAI UK&I (2020). Covid-19. Indusry report. 43/2020
– Shop!Global (2020). Retail Roadmap for 2021and Beyond – Navigating the Transition to a New Reality. White paper.
OZVĚTE SE, POMŮŽEME I VÁM S PODPOROU PRODEJE A BUDOVÁNÍM ZNAČKY