RRD Launches Pop-Up Solution to Create In-Person Experiences for Customers
With the growing need for brands to deliver powerful customer experiences to remain competitive, R.R. Donnelley & Sons Company (RRD), a leading global provider of multichannel solutions for marketing and business communications, announced a new solution that allows retailers to create powerful in-person experiences for consumers. RRD’s pop-up solution gives retailers the tools they need to develop, execute and capitalize on engaging consumer experiences, offline and outside of traditional stores.
A pop-up store provides a unique, temporary retail experience executed outside the boundaries of a brand’s store. The goal of this solution is to create unique brand interactions that make a lasting impression with potential customers. A recent study by CB Insights, a data analytics and research firm, notes that pop-up stores are proliferating across all retail sectors, illustrated by luxury fashion house Louis Vuitton that plans to open 100 pop-ups in 2019, up 25% from 2018. RRD saw an opportunity to support its clients in championing the pop-up trend through its all-encompassing marketing solutions platform. RRD offers retailers a single point of contact for the entire execution of a retail pop-up experience, from content creation to the development of materials.
“We’ve seen the trend of retail pop-up stores really take off over the last six to eight years, with spend on pop-up activations up 16% in the last six years alone,” said Toni Thompson, president, RRD Retail Solutions. “This trend is driven by the changing retail industry, the rapid growth of ecommerce, and the need for retailers to reinvent themselves to stay relevant. These types of stores offer an opportunity for retailers to hone in on customer experience, which is crucial for attracting today’s shopper.”
RRD recently completed a pop-up activation for Swarovski, the world leader for sparkling crystal creations. Located in Los Angeles, it included beautiful photo walls, a branded ice cream cart, and a custom DJ booth. RRD managed all sourcing, production, execution, and management of the activation.
“Working with RRD allowed us to turn our vision of an interactive brand experience into a reality,” said a Swarovski spokesperson. “RRD’s expertise in consumer insights and industry innovation makes them the perfect partner for any brand looking to execute a pop-up shop.”
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