CPM

BaliTowel Pop-Up Shop to improve brand awareness - CPM France

 

THE CHALLENGE

In spring 2015, as BaliTowel prepared for the launch of their bath towel range inspired by Balinese sarongs, the BaliTowel team had one strong conviction: they needed to have a presence in shopping centres to improve brand awareness. Indeed, due to their high and constant visitor traffic, as well as their customers’ strong buying intentions and diversified profiles, big shopping centres are essential places for any young brand wishing to rise quickly.

Colourful decorations – neon pineapples, Balinese garlands and parasols – adorned the very summery kiosk developed by BaliTowel, named Chariot Kakilima BaliTowel. With this original and highly qualitative concept under its belt, the brand turned to CPM France to liven up these kiosks, organise activities and of course boost their sales.

THE CPM SOLUTION

To help with its arrival on the French market, anticipating its deployment throughout the rest of Europe, BaliTowel chose to rely on CPM France’s expertise in field marketing, management and the running of branded stores / pop-up shops.

For the launch in May 2015, five shopping centres were chosen: Beaugrenelle, Vélizy 2 and Val d’Europe in Ile-de-France, La Part-Dieu in Lyon and Les Terrasses du Port in Marseille.

Recruitment, product and sales technique training, and management: all the HR and sales aspects were handled by CPM France.

On the back office side of things, a team of five people provided all operational management for the on-site staff, which consisted of a manager and one or two sales assistants per point of sale. The teams were there as soon as the kiosk was set up to display the products, and maintained a presence in shopping centres six or seven days a week.

About BaliTowel Created in Bali and inspired by Balinese sarongs, BaliTowel revisits the typical fabrics, patterns and colours of Indonesian culture with a range of original bath towels that have one printed cloth side and one towel side. As multi-purpose objects, BaliTowels are equally suitable for use at the beach or for decorating the home.

Brand Awareness
Field Marketing
Experiential

RESULTS / ROI

  • 5 kiosks deployed at the launch
  • 13 on-site staff
  • 123 days of activities
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