The new website connecting retailers with promotional spaces
Pop-up retail and brand activations have long been a means for retail destinations to fill in the gaps and keep their occupier line up fresh names and experience. With many malls currently oversupplied with empty units, commercialisation experts SpaceandPeople are hoping to streamline the process for brands looking to find prime retail space to connect with customers through their new online platform, Experiential Space.
The new website allows brands and agencies the opportunity to browse a wide array of promotional spaces, both internal and external, throughout the UK in a range of venues including shopping centres, train stations, key sites within city and town centres, and other bespoke locations.
The platform enables users to browse and select different venues before speaking to the in-house brand experience team, who will then provide them with all the information they need to know about each venue and individual site. Nancy Cullen, chief executive officer of SpaceandPeople, says the response to the platform so far has been ‘very positive’ from brands and agencies.
She says that creating the new website allows them to provide brands and agencies with a platform to browse potential locations, see some high-level demographics of the venues in question and specific information about sites within these locations.
“We receive multiple requests daily for agencies and brands looking for venues for their latest campaigns,” says Cullen. “Our brand experience team has extensive knowledge of the range of experiential sites throughout the UK and has historically manually created presentations tailored to the specific brief the agency or brand are working on.
“We felt, as we emerge from this lengthy period of restricted activity coming out of the pandemic, that we could extend our service and offer a better online experience by putting our venue database online.”
The commercialisation expert’s brand consultants will provide interested brands and agencies with tailored advice on what works well in specific venue types or sites, check availability and make the relevant bookings, along with advising and creating the relevant paperwork required for the booking or roadshow, either through the webchat facility or by phone.
On how retail destinations and management teams can get involved and make their vacant spaces visible to brands, Cullen says they should contact SpaceandPeople to submit their venue for consideration via the contact form on the website, and then the team will be in touch to collate the relevant information.
She added: “We are excited to start off 2022 with a fantastic showcase of experiential spaces throughout the UK. The website offers a searchable database combined with online chat and the ability to speak to our brand ex specialist team, providing agencies with a complete planning to execution service for their brand events and roadshows.”