The branded corner is a trendy concept that has not run out of steam and that has continued to conquer brands and major retailers in recent years. It is a question of reinventing points of sale to develop sales on the one hand and to revitalise shopping areas on the other.
Branded corner: what is the definition?
The branded cornersometimes called shop-in-shop or pop-up store, is a concept that has gained momentum in recent years in shopping venues. For a brand, the idea is to set up shop in the aisle of a specific store. This can be a hypermarket, a shopping centre, a station hall, a shopping mall, a specialised store, etc.
For brands or manufacturers who develop a corner, it is a question of installing a dedicated space of a few square metres in independent shops on the principle of a partnership. Through its merchandising, the corner must embody the image of the brand while fitting in with the universe of the store where it is located. Depending on the space obtained, the brand corner can take several forms: a gondola, a stand, a shop window or even a mini-showroom. The staff or demo vendors who run a corner may be commissioned by the brand, by the retailer or by a franchisee who essentially places corners in signs.
In France, Claire'sClaire's, the well-known American fashion jewellery and accessories brand, has developed multiple corners in France. Claire's, a brand representative of the corner brand. In 2019, it is present in France with more than 250 shops. Since 2016, Claire's has established itself in Galeries Lafayette Haussmann, in toy shops or in hypermarkets such as Carrefour, Casino, Géant Casino and Franprix. Currently, the brand has over 800 corners in France and remains very dynamic. Its development should increase in the coming months.
Brand corner: what are the issues?
For brands, setting up a corner within high visibility or renowned brands can have several strategic, marketing and financial issues.
From a marketing point of view - and this is what corners are all about - the brand will enjoygreater visibility and a new space for expression. It will be more attractive in shops with a large number of visitors and during peak hours. In addition to the sales developmentThis concept offers the opportunity for brands to present their latest trends and innovationsto promote a new collection, to showcase new promotional offers or launch a new product or service.
Strategically - especially for a new brand - Setting up a corner in a high-traffic shop will allow it to make itself known. It can test its offers (products and services) and see how they are perceived by consumers before developing them. The brand can also obtain marketing insightsThis will enable it to readjust its offer or to identify shoppers' expectations as closely as possible in order to improve or diversify its offer.
Financially, the brand benefits from the whole structure that surrounds it. It negotiates very strict rules in its trade agreementsincluding the maintenance, restocking and overall space management which must comply with very specific rules. Sometimes the sign provides the services that complement the location. Sometimes only the surface area is provided (in linear metres, square metres or elements). The point of sale thus remains totally based on a concept of space allocation, and the brand can thus deploy the entire corner according to its own merchandising, marketing and commercial rules. Product collection remains the final lever that enables the outlet to generate turnover and to be all the more involved in the brand's success. But it can also remain independent, and thus totally unconnected with the initial structure.
It is in this context that SIG can intervene by ensuring theall services necessary for the space: management of orders, restocking, maintenance of equipment, updating of planograms, implementation of sales aids and POS, advice, sales, animation, demonstration, etc.
Some of the brands we work with choose this dedicated space concept to get closer to their customers and reinforce this proximity. The corner is therefore an excellent lever to gain the trust of shoppers more quickly and to establish their credibility with customers. The brand corner concept is in a way the winning back the consumer. Indeed, one of the promises of the shop-in-shop is to be as close as possible to the customer, to reinvent his shopping experience by making him live a shopping experience totally new and personalised.
A win-win partnership
L'opening of a branded corner is above all a win-win partnership, both for the brand and for the store where it is established.
For brands, the first to be interested in these dedicated spaces, there are many advantages to opening a corner. Firstly, as we have seen, they can benefit from a development of their notoriety and their visibility to consumers. Secondly, they can make savings on their investmentsThe cost of operating a shop location is lower than that of a boutique. Finally, if the corner is set up as a test for the brand, the latter runs fewer risks with this concept, which enables it to limit its losses if it does not find its public.
For retailers, the layout of a corner also offers substantial advantages such as revitalising their point of sale. Signs can also make the sales area profitable while providing new offerings to their customers by bringing in a new concept, a new brand or an expanded product/service range that can attract more customers.
Indeed, with the development of online commerce, a large number of shops have seen their shelves shrink or their product offer become more limited. In addition to bringing a breath of fresh air into the shop, the corner increases its level of attractiveness, expertise and specialisation, a major axis of differentiation for physical commerce!
