Скачать или смотреть Chanel’s ephemeral garden

There are several stages to a pop-up store: the before, the actual and the after.
📝The "before" and "after" are as important as the "real" popup experience.

During my latest visit to the "Chanel's" #ephemeral garden at the "Tuileries", it was brought to my attention the extent to which the "before and after" #popup phases are crucial. In addition, how much they can help in the overall evaluation of the pop-up experience.

The wait time was about an hour and a half.
It took about 15 minutes to experience the garden journey.
Many brands tend to neglect the one and a half hour wait time.

‼️What can brands do to animate their "before" pop-ups?
It all depends on the contextual factors.

In this pop-up event, the most important factors were location, weather, and wait times.

⚫️Onsite communication materials to assist visitors with easy access to the site.
During the lengthy wait, the brand could distribute cool water, or other refreshments. ⚫️One option would be to distribute branded umbrellas for sun and heat protection.

⚫️Can the brand use the long wait times to educate visitors? to entertain them?
For example, brands could display QR codes which visitors can scan and access various information. For example, sign up for the brand newsletter, learn more about the event's history, fill out a survey with a chance to win products, and so on.

⚫️Finally, brand representatives may encourage visitors to take photos and post them on social media. For this, it can present several themed backgrounds where photos can be taken. This creates a dynamic offline and online.

To conclude, endless possibilities could be deployed to enrich any brand's pop-up experience. Brands need to think about all the options that help add value to their events and thereby improve customer perceptions of the brand.

#popupshop #ephemeralretail #ephemeralretailing #popupexperience #customerexperience #customerjourney #customerexperiencemanagement #chanel #rethinkretail Huckster by Ghalia Boustani

More on popup retail? https://lnkd.in/eeqaHVBr
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