The Jumbo Do-It-Yourself centers of Maus Freres SA offer 41 locations in Switzerland. Jumbo asked Boost to help to generate ideas to increase the visit frequency per branch.
Through a pop-up store concept for the high-traffic Maus-Frères SA shopping centers, visitors can now experience the spring assortment of Jumbo. Especially the customers who visit the shopping center less frequently are to be addressed. In these shopping centers, the customer takes the time to look at products in a quiet surrounding and gets to know all the features. The intention is to reduce the distance with the client through a lottery.
In the three most popular Maus Frères SA shopping centers, Chavannes, Vevey and Sierre, and Regensdorf mall, the central areas of each of these malls were made available for two to three weeks. On six surfaces a Jumbo garden furniture set was built up and matching umbrellas and a sun screen were added. Of course, a branded BBQ from the Jumbo range were to complete the whole scenery. A wheel of fortune, as the lottery was called, invited visitors to try their luck. They could win an instant prize or discount coupons at Jumbo.
Concept, staff recruitment, development, implementation and logistics were carried out by Boost.
All material for the exhibition and various accessories were delivered in advance to the Boost logistics center, gathered and packaged for transport. The material was delivered to the shopping centers on 15 pallets. Four savvy merchandisers could then lay the basis by means of the pre-defined floor planning, build up the furniture and pop-up the store.
The exhibition remains during two to three weeks at each location. Customers have the possibility to look at and test the garden furniture. Catalogs and leaflets with additional information are located on various walls. On Fridays and Saturdays two other promoters joined the pop-up store. The promoters were specially trained to advise and encourage the visitors to participate in the lottery.
On the first location in Regensdorf during two weekends 3,000 shoppers have tried their luck at the wheel of fortune. Four percent of the 1,200 distributed discount vouchers were redeemed at a Jumbo branch nearby.
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