Following a journey that started in 2010, Ebitt was approached to create Maybelline’s first foray into direct retail in the UK. We created its famous and highly publicised pop-up store in Soho, London and our strategy for the second pop-up was to recreate it in a shopping mall environment in the UK.
- Pop-up activation
- Brand experience
- Social media
in a mall
Pop-up location strategy
We approached the Bluewater shopping centre as the venue of choice and secured a premium mid-mall location for a six month test. The store opened in early November 2015.
Staffing & operations
Our in-house operations team recruited a team of ten beauty specialists led by an experienced store manager who we headhunted from the beauty brand Benefit. We managed the day-to-day running of the store, developed price promotions and ensured the timely movement of stock from L’Oreal’s central depot to Bluewater.
Smart payment systems
We implemented a cloud-based till system, Epos. The new system allowed us to remotely track sales, stock levels, ATV and data capture via mobile devices.