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RETAIL & SHOPPER MARKETING

Creating Shopper Chemistry Through a


Unique Blend of Art & Science
RETAIL & SHOPPER SHOWCASE
Labstore has case studies in a huge number of categories and countries.
On the following pages are just a few of our recent favorites.
CLIENT: MOVE AUSTRALIA
BREAKING NEW GROUND IN RETAIL

CHALLENGE
Leading Australian electronics retailer Dick Smith wanted to diversify
their portfolio and target a younger, female demographic with a new
mall-based format. The brief was broad focus the store on mobile
devices and accessories and the deadline was tight. Go from blank
sheet of paper to store opening in four months.
IDEA
Technology today is inextricably linked with fashion. Our idea was to put
emphasis on stories and accessories, and locate stores in the fashion
precincts of malls. Our Labstore agency in Sydney (Ideaworks), worked on
every aspect of the concept name, brand identity, merchandise mix, store
design we even built the store. And then we activated the concept through
social media, using bloggers to create and promote collections of products.
RESULT
Move was a hit from day 1 when it opened in October 2013 and achieved
aggressive targets for sales and profits. It is currently being rolled out to
additional locations across Australia.
AWARDS
Finalist Best New Retail Concept
World Retail Awards 2014
CLIENT: HEINEKEN SPAIN
CREATING POP-UP PARTIES

CHALLENGE
Heineken wanted a unique way of generating brand awareness to support and
amplify their UEFA Champions League sponsorship.
IDEA
Sports bars are one way to catch the action of a major football match. But how
much better if you scored an exclusive invitation from the coolest person in
town to watch the game and party at his or her house? Labstore created
pop-up parties in three Spanish cities linked to the two semi-finals and finals.
We took a Heineken green sofa to the streets to recruit candidates, and once
the
party-goer confirmed online and turned up at the venue, they discovered a
world of four distinct party ambiences, with the focus on both football and fun.
RESULTS
Each pop-up party became the most sought-after venues to watch the UEFA
Champions League finals, and even though many tried to buy their way
in they were definitely money cant buy experiences.
CLIENT: COCA-COLA DUBAI
MAKING WISHES COME TRUE

CHALLENGE
Coke wanted to positively reinforce their brand in the Middle Eastern markets,
where the beverage market is becoming highly saturated.
IDEA
The Wish Upon A Coke Machine: Take your coke cap, enter it into the
machine, and make a wish for a chance to see it come true.
RESULTS
The campaign is still in market, and pending results, however the online video
showcase has received 2,000,000+ Youtube video views in less than 2 weeks,
over 2,000 wishes were made, and brand awareness has risen significantly to
create a boost in sales, in the Dubai region specifically.
CLIENT: BARILLA ITALY
FALLING IN LOVE AT THE SHELF

CHALLENGE
With pasta consumption in Europe on the decline, we had to reignite the love
affair and encourage 20-50 year old high income/education households to look
at Barilla Pasta + Sauces afresh. We had to remind shoppers of the versatility
and variety of Barilla for convenient, quality meals on a daily basis.

IDEA
We created an engaging Shopper Activation, combining a communication
platform of the Italian Love Story with the engagement idea of Reinventing
your daily menus. The call to action became Create your daily love story and
we showed how to make every day special with Barilla.

RESULTS
Sales growth was up 6%. It was the best performance ever on sauces. Market
share of the two main European markets, Germany and France rose to 20%.
CLIENT: MASTERDOG CHILE
MAKING FRANKLIN FAMOUS

CHALLENGE
Our partners at Y&R Chile created a television campaign for Masterdog
around an irrepressible pup called Franklin, who had special powers over his
devoted owner. The commercials were set in store and our job was to bring the
message into real stores in an impactful and innovative way.

IDEA
As well as checking the boxes on expected POS solutions, we also created
Masterdog Plazas, a mobile, free-standing display in the shape of a kennel.
This stood out in store, acted as an effective off-location display and also
captured the doglover spirit of the campaign.

RESULTS
Masterdogs presence in store has been heightened and it is now the #1 dog
food brand in Chile. Franklin is one of the most-loved celebrities in the
country.
CLIENT: HILLSHIRE FARM USA
TELLING THE STORY IN STORE

CHALLENGE
Hillshire Farm is an American icon, but the lunchmeat category is in decline, so
gaining market share is critically important. Hillshire wasnt winning the war at
the shelf, and shoppers werent attracted to the category itself in store it was
all just so much wallpaper.

IDEA
Playing on both Hillshires signature red lid and graphics, as well as recalling
the advertising message, LabStore set out to reinvent Hillshires shelf presence
and communicate deals to convert shoppers in the process.

RESULTS
After a successful trial, Hillshire is now looking to experiment more in store,
including using interactive shelf talkers and innovative floor graphics.
CLIENT: SODIMAC CHILE
ENABLING DISCOVERY IN THE STORE

CHALLENGE
Sodimac, the leading home improvement retailer in Chile, launched the first
home automation system in the country, called Odom and needed to raise
awareness around the product functionality, and properly demonstrate what
the system did.
IDEA
Design Home Interior in-store environments that allowed shoppers to
experience Odom home automation in action, and discover all of the
functionalities it has to offer.
RESULTS
Sodimacs innovative retail displays drove foot traffic, awareness and sales
of Odom, to create a successful in-store launch of the countrys home
automation system.
CLIENT: SODA STREAM SOUTH AFRICA
MAKING A STALE BRAND EXCITING AGAIN

CHALLENGE
Everyone remembers Sodastream from back in the day, but the brand suffered
from low awareness of their innovative product range. The key objective was
to drive brand relevance and excitement by getting people to talk about the
brand in everyday occasions and make water exciting.
IDEA
To connect consumers with the overall health and convenience benefits of
the product, the campaign concept originated in digital CRM by creating the
conversation around #morefizzlessfrazzle. By encouraging consumers to sign
up for the Sodastream bubble club reward program, we further incentivized
consumers to like, share and attend activations to drive brand experience.
RESULTS
The digital engagement campaign performance increased by 217% in the
first two weeks of launch and achieved 594 unique registrations for the loyalty
rewards program.
CLIENT: TELENET BELGIUM
BRINGING RETAIL TO LIFE

CHALLENGE
Telecommunications company Telenet had grown massively over the last
decade and become #1 in its market (Flanders - Belgium). But its retail
execution had not caught up with its market stature. The Telenet team turned
to Labstore to help improve the retail basics, align the different shop concepts,
and bring the Telenet brand as a whole to life in store.
IDEA
After both qualitative and quantitative research from the shoppers perspective,
Labstore went to work on the quick wins; Store Navigation and Signage:
- Shopper Zoning (discovery, experience, advice and purchase)
- Category signage
- On-shelf price signage
- Accessory signage and merchandising
- Service signage
From this exercise and what we learned, we then created a brand new store
concept. which opened in June 2014.
RESULTS
Telenet does not publicly release results, but feedback from both staff and
customers has been extremely positive.
CLIENT: SHELL CHILE
ACTIVATING THE HIGHWAY TO PURCHASE

CHALLENGE
UPA! is a brand new petrol and convenience concept for Shell in Chile.
LabStores challenge was to develop a brand identity and language that
reflected the spirit of the new brand, and then activate each point along the
path to purchase a path that very often starts with highly conventional
signage on the highway.

IDEA
LabStore developed the UPA! identity with the distinctive exclamation mark to
signify urgency and excitement. We then completely reinvented the signage
package, looking at the journey from the drivers perspective, to both grab
attention and navigate to the outlet.

RESULT
The UPA! format has been a great success and is now being rolled out across
Chile. The exclamation mark device is rapidly becoming part of the graphic
language on the road in Chile.
CLIENT: GE MONEY BANK HUNGARY
MAKING A CAMPAIGN LIVE IN STORE

CHALLENGE
LabStore created a monster for GE Money Bank with the cat campaign.
Our hero a grumpy feline has an owner who is a typical forward-thinking
GE Money Bank customer. Thanks to the innovative services offered, he can live
his life to the max, which is the opposite of what his cat companion wants. The
campaign scored off the charts for GE Money Bank, but the challenge was how
to bring it to life in store.

IDEA
Think outside the poster. We analysed and tracked the customers path to
purchase and impacted all touchpoints in innovative, interactive ways. We even
turned the humble ticket number machine into an experience

RESULTS
This has now been recognized as the most successful campaign ever for GE
Money Bank, and part of the success is that it is truly integrated.
CLIENT: MOVISTAR SPAIN
SOLVING THE POS PUZZLE

CHALLENGE
Movistar has more than 6,500 points of sale in Spain both Movistar exclusive
channels (their own stores) and non-exclusive channels selling competitor
products. The challenge for LabStore was to how to bring to life the Movistar
brand, and its offers, in such a huge variety of different outlets.

IDEA
The LabStore solution was to develop a highly modular communication
approach with a kit of parts that could work across the entire distribution
network.

RESULT
The distinctive graphic approach has now been executed successfully across
environments from stores we have designed ourselves, to window displays, to
stand-alone displays. It also flows through to the Movistar shop magazine and
brochures, and out into advertising.
CLIENT: MICROSOFT CHILE
BUILDING AN IMMERSIVE EXPERIENCE

CHALLENGE
Microsoft had a breakthrough new operating system (OS) in Windows 8.1. The
one OS could run seamlessly across phone, tablet, notebook, PC and even the
X-Box. But how could we get users to truly experience what its like to play,
work and connect with a single platform for different devices?

IDEA
Literally bring the new OS to life in a 3-D Experiential Center, located in malls.,
mimicking the colorful look and feel of Windows 8.1. Shoppers could walk
through Windows 8.1, touching, playing, working and interacting with a whole
array of devices all running the same OS.

RESULT
The Center launched in December 2013 in Alto Las Condes Mall in Chile. Exit
interviews showed that it was not only educational but also inspirational
changing views about the new OS and Microsoft.
CLIENT: LG HUNGARY
THE RIGHT FORMULA FOR FORMULA 1

CHALLENGE
How do we sell the idea of LG being Formula 1s newest yet least known
sponsor to the Hungarian public? How do we combine Formula 1 racing with
LGs state of the art technology?

IDEA
We came up with the idea to host a major exhibition that would eventually run
in three countries. The theme of the exhibition was the evolution of Formula1
as well as mobile and other digital technology by LG. We portrayed the two
evolution stories running parallel to each other. Formula 1 cars from the 70s on
were brought in from the UK and we also tracked the development of mobile
phones in the same exhibition space.

RESULTS
This popular exhibition ran for over a month, with tens of thousands of people
attending. LG became one of the top-of-mind Formula 1 sponsors.
YRLABSTORE.COM

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