New Venture & Proposition
Innovation in stores
Delivering a famous brand's first ever Direct to Consumer trading entity in the UK.
What we built
A UK first retail experience.
Over three years, we developed and executed Maybelline’s first and only direct retail experiments in the UK, starting with a pop up boutique store in Soho, London, and then a six month test retail environment in Bluewater, Kent, allowing the brand to retail directly for the first time.
Taking on a brand that had only ever been sold indirect before, we Traded and managed stock, staffing and marketing during a 6-month retail placement in Bluewater.
Offering a full product range and makeover experiences and gift sets, the pop up attracted thousands of consumers!
2 retail units designed and built for long term experiments
9 month’s trading
UK first for a global brand
Average basket size +58% vs traditional model
+100,000 consumers served
What problems are we solving?
Direct to Consumer retail – taking a brand that had only ever sold through multiples direct to customer for the very first time; elevating the brand and delivering a plug-and-play retail ops solution.
Direct customer feedback and learnings – understanding how new retail propositions might work for customers; from over 100,000 customers served during the trials, we obtained detailed and credible learnings to inform the brand retail strategy moving forward.
Low risk testing – through Agile Retail services, we were able to create, supply and trade retail sites with low CAPEX, low risk and maximum agility, giving the brand the fastest and strongest chance of success with least risk.
Low ATV – when sold in traditional channels alongside competition, ATV is very low; direct retailing increased this by 58%.
It’s a really beautiful way to express the brand and it brings the modernity that we were missing before!
Lizz Wainwright | Senior Product Manager Maybelline