online marketing psychology

September 4, 2010

How concept stores can help build a brand

The Gilette concept store in campo jordao sao paulo of proctor and gamble/div>

Brands start opening shops of their own. And there are a couple of possible reasons for that. I already wrote about efforts use the brand to venture into new business.
A second reason, to use this exposure to increase brand awareness.

In all the cases below the concept is the same: open a store on a high traffic location, fill the shelves with your whole product line, advertise your products to the people and give them coupons that can be redeemed in a supermarket.

These moves create a more personal contact with the customer. Which they hope of course translates in supermarket sales. And this is exactly what's behind the recent efforts of Proctor and Gamble Brasil.

  • During the past holiday period the company opened two concept stores in a São Paulo shopping mall: Beauty Store Pantene and Olay and Gillette Concept Store
  • P&G held an expo in one of the convention centers of São Paulo to show what was new in their portfolio.
  • A Gilette lounge was opened in South-Africa during the World Cup. As official sponsor of the Brazilian selection they wanted to be close to the team.
  • These past events and concept stores seem to have been successful because now P&G plans to open a new concept store in September in a shopping mall of São Paulo. There they will display their whole product portfolio.

One of the main reasons behind all these actions is the launch of three new brands on the Brazilian market: Olay, Head and Shoulders and Naturella. The shops are a way to familiarize the consumer with these brands while on the other hand connecting them with the corporate brand.

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