AirClad supports Lush Irish Tour
September 2023
When leading cosmetic brand, LUSH wanted to reignite consumer passion for their ‘gorgeous, natural products’, they chose a mobile shop filled with air – the AirClad XTRAIL – and captured over 900 new customers.
In a perpetually shifting retail landscape where customer understanding and data is key, and bricks and mortar alone no longer provide the answer, a more creative approach is needed. Temporary shops – or Pop-Ups as they are sometimes known – go beyond traditional and digital marketing to surprise and delight consumers by bringing a fabulously unexpected experience to them.
“Pop-ups are incredibly important to us in terms of retail marketing, as they allow us to engage and reach new audiences who might not otherwise enter a LUSH store. Having the capabilities to showcase products in a fun and engaging way, is the key when enticing new customers and encouraging them to shop with us all year round.”
Experiential Marketing
The Northern Ireland and Ireland Tour was devised by LUSH to build brand awareness in the market, drive footfall to the online business and local stores, whilst strengthening their position as a ‘one-stop-shop’ for gift givers. LUSH’s tour focus was ‘the art of bathing’ as bath bombs are predominantly what LUSH are known for and so the bespoke shops were customised inside and out, to reflect the ‘ultimate bathing experience’. LUSH used the activation to also connect with and promote less popular ranges. The tour was deemed a success with approximately 900 new customers purchasing at least one product, and creating an engaged set of customers for the upcoming Christmas season.
“We chose AirClad as we had worked with the team before, we love the ability to really personalise the structures and utilise them, based on what we need. We were looking for something that was easy and quick to install, whilst still providing the wow-factor and we always feel that the AirClad structures give that great marketing presence at a multitude of sites.”
Fast Architecture
AirClad is an architectural design and structural technology company that has been developing premium temporary structures since 2011. Alongside a deep and well respected reputation in brand building and events, AirClad has supported some of the world’s leading brands to create highly valued structures that drive increased footfall and improved customer engagement. AirClad’s XTRAIL is a towable structure, designed for touring. The mobile space can be pre-built, branded inside and out and include a design-led interior fit out with AirClad’s partner Visplay. Last month the pioneering ‘shop on wheels’ was seen in malls and busy streets across Ireland as part of the ongoing collaboration with LUSH.
Fulfilling an appetite for more immersive ways to shop, Pop-Ups have the capability to deliver bespoke, memorable and extremely personal shopping experiences. The lower-risk, agile format enables brands to capitalise on seasonal sales, and inject their presence into areas of high footfall amongst targeted consumer demographics. According to iPaper, the number of people who see a Pop-Up for the first time engage with the brand at a conversion rate of 11%; this compares to an average click through rate of 2.6% according to MailChimp.
