Vancouver-based Brandspank started to specialize in retail marketing several years ago. In June, the agency became a retailer itself and moved into the International Village Mall, replacing its traditional reception area with a storefront.
“We wanted to emulate how a retailer thinks and duplicate an environment as close to our clients as possible,” said Andrew Sharpe, founder and senior brand strategist, “everything from business cards that look like sale tags to this move that I’ve been planning for four years.”
Brandspank’s retail store has a modern minimalist look that resembles a telco. At present the store sells gift cards from a client list that includes Ingledew’s Shoes, Tisol Pet Supplies, Ricky’s All Day Grill, Fatburger, the Capilano Mall and Reckless Bike Stores. Sharpe calls it a “test kitchen” to work hands-on in point of purchase, signage and merchandizing channels, a store makeover or even new technologies for retailers.
“When we talk to clients we can say we don’t just think like a retailer, we are a retailer,” he said.
Sharpe says while you can buy gift cards at any Safeway store, he wants to prove to clients that customers will come to his “gift card boutique” for the “experience.”
What’s missing in Canadian retail marketing, he said, is making the customer feel special and engaged.
“A lot of clients fell into the trap of a very hot economy and began to cut corners over the years. They put shelves up and lighting and the product sold itself. Now that thee economy is not hot, why come to you? Why not go online?”
Staff will also be able to observe and video potential shoppers to determine what types of POP or merchandizing motivates them.
