On 14 January, Rowenta and Carrefour Belgium launched their new shop-in-shop at the Auderghem hypermarket: a POP Solutions creation that hits the mark.
Wandering through the aisles of the huge store, it is impossible to miss: the shop-in-shop dedicated to Rowenta’s innovative products (a Groupe SEB brand and number 2 in the Belgian vacuum cleaner market) measures almost 30 square metres!
The shop-in-shop was designed, built, installed and staged by POP Solutions and consists of eight multi-material modular units (metal structure with a rack system made in-house, forex POS fittings for brand communication, vinyl floor with a parquet or tile look, LED lighting, and so on). “It fits in perfectly with the general remodelling of our hypermarket,” says Marie Moens, Category Manager SDA at Carrefour Belgium. “Nothing was left to chance: its size, positioning, distance from other departments, the information it provides and how that information is conveyed… There is a real consistency between the shop-in-shop, the brand and the department as a whole.”
While Carrefour’s main aim was to offer a better customer experience, for Rowenta it was all about reaching a different type of customer. “We use this corner to showcase our latest innovations,” explains Anne-Sophie Mayence, Category Management Belgium Manager at Groupe SEB. “These are high-end products that you wouldn’t usually find in a hypermarket because they require a minimum level of presentation to encourage people to buy them. Thanks to POP Solutions’ shop-in-shop, this is now possible.“
“We theatralised the stand to urge customers to try out the products on display,” confirms Ophélie Borlée, Account Manager at POP Solutions. “We added flat screens to improve communication about the products, and there are a series of other informational tools like product cards, claims, pictograms and QR codes.”
What did Carrefour and Rowenta value most about working with POP Solutions? “Without a doubt, the flexibility and peace of mind,” say Marie and Anne-Sophie without hesitation. “POP managed the various aspects of the project, from design to installation and beyond. Our product range changes fast, so we need to be able to change our corners quickly too, which means being very flexible. We feel we can really put our trust in POP. Everything always runs smoothly and is ready on time. Being able to work with a one-stop shop is a real advantage.”
As the icing on the cake, this installation was entirely designed by POP in line with its eco-design approach. Thanks to its modular structure, each piece of furniture can be reused by Groupe SEB for other campaigns or brands. This offers another opportunity for the three parties to adopt an environmentally responsible approach.
Thanks to their shop-in-shop, Rowenta and Carrefour have seen their sales soar and have transformed the experiment into a best practice across Europe. Could it be your turn next? Contact us to design your future shop-in-shop!