WPP’s VML and Barrows Collaborate with Samsung on Connected Pop-Up Store System
WPP agencies VML and Barrows announced a collaboration with Samsung Electronics America, Inc. to develop the next generation of pop-up stores. Showcased last week at WPP's Global Retail Forum, the "Connected Pop-Up" store powered by Samsung is a system that will enable brands and retailers to intelligently, affordably and quickly activate short-term, temporary retail opportunities.
In the midst of a dynamic retail landscape, "pop-ups" have grown into a $50 billion industry in the U.S. (as of March 2016), according to industry database PopUp Republic. Pop-up stores can deliver the experiences that consumers are demanding today, without the need to make a long-term commitment to a physical space.
The Connected Pop-Up store powered by Samsung takes the concept of temporary retail to the next level, overcoming the challenges of successfully getting pop-ups off the ground. It's an innovative turn-key model that considers all the elements of a successful pop-up; ideation, location scouting, logistics, staffing, Point-of-Sale (POS) fulfilment, real-time customer engagement and content creation. This is combined with next-generation technologies from Samsung, including an IoT (Internet of Things) dashboard, which captures store data and provides retail analytics and insights into store activity.
There are three keys to the Connected Pop-Up:
Intelligence - The Connected Pop-Up incorporates a range of technologies: IoT retail analytics and insights, targeted smart signage, POS transactions, and virtual and augmented reality. Suddenly, the pop-up is both smart, sensing and immersive.
Affordability - In a sharing economy, it doesn't make sense to purchase all the elements necessary to construct and launch a pop-up. The Connected Pop-Up disrupts the status quo through a tiered rental model, with several levels that differ on size of footprint, technology inclusions and extent of the activation.
On-Demand - The Connected Pop-Up is a modular construction that can be assembled in a variety of ways and "skinned" to suit an individual brand's requirements, so it can be put together quickly. An exclusive arrangement with leading activation agency Pop-Up Mob also means that the pop-up can be "live" in market faster.
In addition to Samsung's IoT technology, the Connected Pop-Up includes targeted smart signage such as the Samsung's ML55E Digital Mirror Displays that combine digital signage, reflective mirror technology and proximity sensors to create dynamic experience. Also featured are capabilities to help retailers deliver personalized in-store digital merchandising and point-of-purchase, as well as transaction-enablement with point-of-sale technology and Samsung Pay. Samsung Gear VR powered by Oculus and augmented reality solutions enable immersive digital in-store experiences within the Pop Up Store. These technologies were recenty showcased at WPP's event in a digital shop experience at the expo.
"The retail industry has seen rapid growth of pop-up stores and Samsung is capturing a shift in the space with our pop-up store technology offering," said Ted Brodheim, Vice President, Samsung Electronics America. "By incorporating exciting technologies such as IoT into the pop-up store solution, we can create better experiences for shoppers, as well as a more affordable solution for retailers that provides on-demand service and access to valuable data with greater intelligence."
"This is all about the intersection of physical and digital retail," said Jon Bird, Executive Director, Global Retail and Shopper Marketing at VML. "That's where retail is going, and our ability to bring our digital expertise to clients in the retail space excites us. This is a re-invention of how technology can work in a temporary space and our role has been to contribute thinking on the Connected Pop-Up consumer experience."
"Our team focused on creating a modular system that truly enables brands to tell their stories through technology," added Steffen Schenk, Business Unit Director at Barrows. "It's essentially a kit of parts that's custom designed to scale up or down based on the size and type of environment. We believe that the Connected Pop Up rental business model will revolutionize the way brands and retailers execute pop ups."
"The demand for pop-ups is there in the market and with WPP clients," said Gwen Morrison, CEO, The Store, The Americas. "The challenge has been how do you best go about it? The 'Connected Pop-Up' overcomes the inherent hurdles in technology deployment, cost, execution quality and logistics."
The Connected Pop-Up was introduced on the main stage at the WPP Global Retail Forum in Miami on May 11 & 12. Select technologies were also demonstrated in the expo space at the Forum.
VML is a contemporary marketing agency that moves brands forward by inspiring a human connection. VML's clients include Bridgestone, Colgate-Palmolive, Electrolux/Frigidaire, Ford, the Kellogg Company, Kimberly-Clark, New Balance, PepsiCo, Sprint, and Wendy's. Founded in 1992 and headquartered in Kansas City, Missouri, VML joined the world's largest communications services group, WPP, in 2001. VML has more than 2,600 employees with principal offices in 28 locations across six continents.
Barrows Global is a shopper conversion specialist with a core skill in fixtures and display and a growing capability in "connected stores". With over 20 years' experience working with clients in every consumer goods sector and across all types of markets, they truly understand how to attract, engage and sell to a shopper. Barrowsglobal.com
WPP is the world's largest communications services group with billings of US$74 billion and revenues of over US$19 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; digital, eCommerce and shopper marketing and specialist communications. The company employs over 205,000 people (including associates and investments) in over 3,000 offices across 112 countries. For more information, visit www.wpp.com.
The Store is WPP's Global Retail Practice.