P&G Pop-Up Store To Promote Coupons, Products
Procter & Gamble today launches a pop-up store called "BrandSaver Live!" at 101 West 57th St. in New York. The company is using the store to promote its BrandSaver coupon plan as much as its products.
Open every day through Dec. 11, the store will showcase Clairol, Olay, Pantene Pro-V Tide, Bounty, Dawn, Duracell and CoverGirl products. Visitors can get a CoverGirl makeover; Clairol Virtual Hair Color consultation; an Olay skin consultation; and Pantene shampoo, blow-dry and styling as well as demos of Tide and Dawn 2X, Bounty and Ultra Dawn, and Duracell batteries.
Shoppers will also be able to take $45 worth of the coupons. The first 100 shoppers will also receive a gift bag.
Glen Williams, a P&G spokesperson, says the company tested the pop-up store concept on a smaller scale earlier this summer to promote BrandSaver in Rochester, N.Y. and Dallas. "But this is first time we have done a big multi-brand store," he says, adding that the 3,700-square-foot space is next to Radio City Music Hall and near Times Square. "We chose that location for its high retail traffic."
The company is running radio promotions and listings, and doing media outreach to promote it. "Coupon Guru" Kate Gosselin of the TLC reality series "Jon and Kate Plus 8" serves as official spokesperson, and will be on hand on Wednesday.
Williams says the New York store--which doesn't actually sell products--is intended to support P&G's Dec. 12 BrandSaver coupon book drop in Sunday newspapers. The monthly coupon books reach some 55 million households around the country with offers for a range of P&G brands.
He adds that syndicated data show that in the last several months, people are looking at coupons more than they have in the past.
"What we are finding is that coupon redemptions are up. Coupons are much more important." The Dec. 12 drop includes $45 worth of coupons and an offer for another $120 value. "We have done BrandSaver for six years. It is one of the longest continuous inserts, so I think it's fair to say redemption has been steady through the years; we believe it is driving volume for us."
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