10.17.20
By Lisa Major
Just when it seemed that things could not get any worse for physical retail, COVID-19 arrived. Early on in the pandemic, non-essential retailers had no other choice than to close up shop, crippling the already fragile industry. Now that brick-and-mortars are reopening, retailers face a new set of challenges, from attracting customers to customer safety, and they must rethink their customer experience strategy.
In this week’s Happy Hour, we will take a look at pop-up retail and the benefits of it in the current environment. We also feature tips for trade show networking in the age of social distancing and take an insider’s look at Hulu’s Huluween drive-in experience.
“Pop-up retail storefronts and click & collect outlets could be the key to a much-needed business boost, as they can quickly adapt to the fast-changing shopping trends and new government regulation implementations.” ~The Events Structure
Photo: Racked LA
Due to the pandemic, some customers aren’t quite ready to return to in-store shopping because of the uneasiness of being in an enclosed public space. For others, traditional store visits are more of a burden than a source of enjoyment with face masks, capacity caps, and so forth. As a result, physical retailers are faced with many challenges as they try to make the customer experience a safe yet enjoyable one. As retailers strategize for the holiday season and beyond, one solution to consider is pop-up shops. Because they are temporary, pop-ups offer retailers a versatile and inexpensive solution that is also convenient, comfortable, and safe for consumers. In this article, the Events Structure dives into how retailers can lean on pop-up shops to meet the needs of their customers while generating revenue for their business during this not-so-normal time.
“Is it possible to build face-to-face business relationships while still keeping ourselves and others safe?” ~Exhibit Options
One of the most effective ways for businesses and brands to showcase new products and or services is by exhibiting at a trade show. Trade shows offer a tremendous opportunity to connect and engage with potential clients and customers. But what does networking look like in the age of social distancing? Like everything else, it is going to be different, but with the right plan and a little flexibility, successful networking is possible. Here, we take a look at four trade show tips that align with social distancing safety measures.
“The brand chose to produce a drive-in experience as a safe, socially distant method to reach horror fans during what will be an unusual 2020 Halloween season.” ~ADWEEK
Photo: Hulu
Hulu isn’t going to let a pandemic get in the way of Huluween, its annual lineup of scary movies, original content, and in-person experiences. While the activation may look a little differently this year, Hulu is betting on the experiential drive-in trend. The streaming giant will transform the L.A. Equestrian Center into a haunted forest that fans can drive-through and will offer screenings of classic and new horror movies. And of course, there will be plenty of photo ops and promo swag to go along with the activation. Read on if you dare…
Each week, ATN’s Happy Hour brings you the latest news from the experiential and event marketing industry. Subscribe to our blog to receive even more news delivered to your inbox once a month.
