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Richard Ash writes for Retail Week

GRR's CEO and Founder, Richard Ash was invited by Retail Week recently to contribute to their popular Good Shop, Bad Shop feature. Read it below (and in today’s issue of course!)

Good Shop: Marmite pop-up, Regent Street London

What isn’t there to like? Whether you love or hate the sticky black stuff, this is terrific fun and a fine example of a non-retail brand making good use of the pop-up store platform to deliver an entertaining brand experience.

There’s plenty to tempt you to the tills, from tea and Marmite on toast to Sterling Silver jar lids, but there’s much more to this store than revenue streams. No, this is experiential marketing at its best.

It’s as subliminal as it is overt, delivering marketing value in spades, not least buzz and PR. It provides a lesson no consumer brand owner can afford to miss.

Bad shop – Storm, Bullring Birmingham

Storm has created a nice brand and decent well-priced product line up, but this particular shop is doing it no favours. Being stuck in a relatively quiet corner of the Bullring is no excuse for the bland showcase on offer. Monochrome schemes can work well, but when mixed with harsh lighting, tired furniture, weak displays and tatty POS, they simply end up looking anaemic. Especially when neighbour Links of London exudes luxurious warm tones.

If ever there was a brand craving the buzz and passion afforded by a pop-up, this is it. As it is, unless you’re specifically hunting one of its products, there’s very little to draw you in here. Storm? Gentle drizzle more like.


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