Casio G-Shock has popped up all over the country as part of a roadshow to support UK retailers.
The travelling pop-up trailer shop first appeared at Intu Lakeside in Thurrock at the start of July before moving on to Meadowhall in Sheffield in collaboration with Goldsmiths, between July 8 and August 1. Its next destination was Birmingham’s Bullring Shopping Centre, in partnership with Selfridges between August 4 and August 17.
The stylish Pop-Up trailer shop, styled around Casio’s iconic premium watch, will contain interactive content, special products and promotions to support the G-Shock brand’s retail partners.
Casio’s Head of Marketing, Tim Gould, said: "Pop up shops are an integral part of our premium development strategy. A pop up space allows us to tell the full G-Shock brand story in a way that simply isn’t possible in a traditional retail environment. We’ve enjoyed huge success with department store pop ups to date, and the trailer was borne out of a desire to support our traditional jewellers in a similar way. We can’t wait to get on the road!"
A new concept for the brand, the G-Shock Pop-Up contains iPad and headphone sets with video and interactive content for customers to browse. The product available in the Pop-Up includes extended ranges of G-Shock Premium, both Aviator and Master of G, as well as G-Shock Fashion collection’s Crazy Colour models not otherwise available in the UK. Consumers visiting the G-Shock Pop-Up can enter a competition to win a G-Shock experience.
The results so far have been incredible, with significant increases in sales and also in the average selling point. Retailers involved saw sales soar by as much as 775% and the average selling price increase by up to 1555% in the period of time that the Pop-Ups were in town. So wherever the G-Shock Pop-Up goes, more watches are selling at higher prices.
Upcoming dates include the Intu Metrocentre between November 3 and November 8, Intu Braehead between November 10 and November 23, and Westfield London between December 1 and December 7.