Each month PinPointer will be speaking to a range of Agencies, Brands and Place Managers about various issues, trends and successes. This month Jenny Bazley from Momentum Instore talks about their top 3 tips for promotional activation success.
When US make-up brand NYX was looking to make an impact in the highly competitive high street make up sector with a roll out across 300 UK and European stores, it selected Momentum Instore as its retail installation partner.
Effective in-store promotion is not just about creating an exciting retail experience – although that’s a key component which we’re well known for. At Momentum, before we even think about project detail, our first step is to get under the skin of a brand to truly understand its values, critical success factors, and target audience.
Read our top 3 tips for promotional activation success:
– The devil’s in the detail
Don’t be tempted to bypass the critical operational planning stage. Granular level plans from the outset will eliminate surprises during build to ensure the process runs smoothly. Momentum’s award-winning retail displays for NYX started with in-depth brand engagement sessions to ensure the whole team understood the brand values and goals.
– Knowledge and control
When choosing a retail implementation supplier, make sure their experience lies in your particular field. With just a few seconds to make an impact with the opportunist shopper, the smallest detail can make the biggest difference. This comes down to precision stock control – essential for efficient merchandising and set up in store. For NYX, our logistics experts had every last lipstick accounted for.
– Fast forward technology
Real-time reporting is essential across multi-site installations. The Momentum Instore Insite app gave the NYX team complete visibility of work for live troubleshooting and rapid project sign offs.
Momentum’s creative and detailed approach has resulted in huge success for NYX’s European launch. We are proud to have delivered outstanding results on this landmark project, testament to our vast experience in installing and merchandising the retail spaces for some of the top cosmetics brands in the world.
Jennifer Bazley (Marketing Manager from Momentum Instore)