ARC Store activation supports increase in sales by 45%
Founded in 2020 with a rebellious spirit, ARC brings the South African market the most-loved local and most-coveted global, luxury brands and products, for all your beauty and self-care needs.
The design and activation was conceptualised by Pulse Communications and Verb Media to
- Draw attention from passersby in a quiet centrecourt
- Provide passersby with an Instagrammable-moment to create hype on social media for the activation week
- Educate and drive traffic in-store to support in fragrance sales
Problem & Goal
The primary goal of the activation was to:
- Educate Sandton City Mall shoppers on the fragrances available at ARC Store
- Drive traffic in-store with the ultimate end-goal being an increase in sales throughout the activation week
“The build looks incredible. You guys have done an amazing job. Well done – seriously.”
Kelly Fung, Marketing Executive at ARC Store
An attention-drawing centrecourt stand was conceptualised, taking shoppers on a journey of the 6 x fragrances that were on display including KAYALI Deja Vu White Flower, SALVATORE FERRAGAMO Terra Rossa, MEMO Oriental Leather, AMOUAGE Epic, VAN CLEEF & ARPELS Orchidee Vanille and ATELIER VERSACE Eclat de Rose. In order to create additional hype around the activation, Pulse Communications invited and hosted top Johannesburg-based fragrance influencers and media at the stand who posted their experience on social media, encouraging their audience to visit the stand. In addition, a competition element was added whereby those who visited the stand had the opportunity to guess the top notes of each fragrance for the chance to win all six at the end of activation week. For every person that interacted with the stand, or promoters, they were gifted with a 25% off voucher to spend in-store.
During the activation week of 26 October – 1 November 2021, ARC Store in Sandton City saw an increase in average daily sales of 45% and an increase of average daily gross profit of 37%, as compared to the same month prior and which can be directly credited to the efforts of the centrecourt activation and supporting engagements.
Further to this, ARC Store was tagged in posts by influencers and media (including W24, Sunday Times and Modern Beauty) which garnered an overall reach of 540,316 supporting in the social media awareness for the week of activation.