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The Planning: Pop Up Shop or Not?

The Planning: Pop Up Shop or Not?
Marketing Insights for Retail

Retailer B&M is thinking about creating an intimate in-store experience to contrast their three-story, bustling flagship store. A Pop Up Shop can be a great way to showcase feature products, provide personal one-to-one service, and increase brand awareness to look-alike customers.

Strategize with data: Access customer and market insights

Before moving ahead with a Pop-Up location, the Marketing Strategist must make a compelling business case to get buy-in from internal stakeholders.

The Retail Analyst, for example, is asking for quantitative and qualitative research before redirecting stock and agreeing to the associated financial risk.

The fear of a promising idea stuck in a lengthy and complicated planning cycle is mitigated by the Marketing Strategist’s adoption of intelligentVIEW insights platform to reinforce the Pop Up Shop strategy with data.

The B&M Marketing Strategist can test the hypothesis with real customer insights.

 

Insights reporting drives planning and decision making

B&M’s database of 800,000 customer postal codes is interpreted by intelligentVIEW to generate shareable reports containing insights on top selling products, most loyal clients, and highest spenders.

Existing customer profiles are validated and developed further.

The Marketing Strategist has a clear view of the existing B&M audience to use as a benchmark in searching for look-alike customers in the market.

intelligentVIEW’s segmentation module reveals demographic patterns, cultural characteristics, product usage, purchase behavior, hobbies and most importantly where the look-alike customers live.

 

Heat Mapping

Image Source: Heat map from intelligentVIEW reporting.

Locate customers and prospects with heat mapping

One of the most valuable tools within intelligentVIEW is the heat mapping tool to visualize the concentrations of customers.

The Marketing Strategist used this tool to map hot spots of top existing customer segments and look alike customer segments to inform exactly where the Pop Up Shop should be located.

 

The wrap-up

Incorporating marketing insights technology into the planning stage resulted in a thorough understanding of the B&M audience and effective communication with internal stakeholders to obtain buy-in.

intelligentVIEW insights reporting is easily incorporated into the overall Pop Up Shop presentation to support the business case and speed decision making, allowing B&M to comfortably move ahead with the decision to invest in a Pop Up Shop.

 

Learn more about intelligentVIEW for Marketers.

Learn more about intelligentVIEW for Enterprise.

Erin Stripe, CiG's Sales & Marketing Associate, is part coffee, part post-it note and all sparkle. Always scanning for the latest insights and research online, Erin's updates will keep you informed.