Stores & Spaces (159)
Brand being there, for better or for worse
Why it matters
The idea of ‘brand butlers’ puts brands close to people and their needs. Is there a change to create more bonding by following them not only in the sunny moments of their lives, but even in the hottest – and most difficult – ones?
Brewing up a shop
You can now visit the first Heineken® Store. It’s a different style of shopping destination, with virtual games, interactive displays, a beer tap simulator challenge, and a large exhibition of Heineken® products to taste and buy. You can also customize your own bottle with “Your Heineken®” as well as get exclusive gifts and promotions.
Why it matters
FMCG brands need to get smarter at getting closer to their customers as most in-store interaction is through retailers who usually have their own agendas. We are seeing more FMCG brands create their own spaces where they can manage the shopper relationship. Does this latest store show there are no signs of stopping this trend?
McHitched
Since the beginning of the year, young couples can fulfill their dream to marry in their local McDonald’s restaurant in Hong Kong. The fast food chain offers nuptial packages that, among other party favors, include a giant apple pie wedding cake and a‘feast’ of McDonald’s catering.
Why it matters
The McDonald’s brand seems to have enough brand loyalty to be considered as a desirable wedding venue.
It demonstrates that even the most successful brands should continually offer their customers new ways to interact with their brand. If consumers are willing to marry at a McDonald’s then who knows what else is possible?
