Scholl

- Perfect Shape Pop-Up Shop

iD activated the Perfect Shape Pop-up Shop in Westfield London for 119 days to launch their new hosiery range to the UK.

How it worked

  • A bold and stylish stand design attracted consumers and enabled them to compare traditional tights with the superior touch and feel of compression hosiery
  • Trained Scholl brand ambassadors wore the hosiery, making it look fashionable while educating consumers on the functional health benefits
  • All brand ambassadors had at least 2 years retail experience and extensive product training at Reckitt Benckiser HQ to ensure they were focussed both on sales and brand awareness
  • Weekly sales reports were provided to assess which products were most effective and should be brought to market

The Results

  • 37% of overall sales were produced in the opening month
  • 110 units sold on average each week surpassing sales targets
  • The activity was fundamental to strategic business decisions surrounding the UK launch
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