Creating a 360 marketing plan is a key part of any successful launch strategy. We were delighted to have our first Cellcosmet A Site launch in Harrods at the end of May. About 50% of purchases are made in store so it is still important to invest in this area to maximise sales potential.
A Sites are categorized as prime location in any store. There is high demand for these and visibility on these sites is negotiated by Strategy Decoded on the brand’s behalf.
For Harrods, one of the key beauty sites is called The Exhibition site and is situated in a key area next to the White Hall Beauty department.
This location serves two key functions: it creates branding in a very busy area, where people may discover the brand for the first time or be reminded about it – for example if they’ve seen PR, social media or an advert in the UK or elsewhere. It also provides an opportunity for our sales team to traffic stop and introduce Cellcosmet to all customers, and explain features and benefits. Customers are also able to try products for themselves – textures and smells are very important.
Created by a design agency in Switzerland, Cellcosmet is brought to life in a distinctive way whilst enhancing the brand story. The mountains are a clear reference to Cellcosmet’s Swiss heritage, with cable cars being an innovative way to house products. On the mountains, we have Cellcosmet’s key Unique Selling Points displayed for those customers wishing to digest information themselves.
Once we the final design was approved by the team in Harrods, we were able to work with a local partner to create the physical site and install it overnight.
Staffing is the final important factor for a successful site. We have a team of experienced Beauty Advisors that are trained to work on A Sites, particularly during high traffic times. The site will be in for a total of two weeks and is part of a wider awareness driving trade marketing campaign.
No you don’t have to have one and it depends on the size of your brand. There are other ways to drive similar visibility with a smaller investment. It is an excellent way of putting your brand front and centre for a short period of time.
Yes, we have many contacts in the UK that have experience with all retailers and can create a design specifically for your brand. We also know agencies that can manufacture and install.
We can arrange with one of our agency partners to store it, at a small cost, ready to use again or be updated to use in another store or at another event. We can also arrange to ship it to another market.