Launched in 2006, Not on the High Street (NOTHS) has been a huge online success story. Twelve years on, the retailer wanted to engage its customer base in the live environment via a pop up store installation.

People

The NOTHS pop up launched in the run up to Christmas, initially at Waterloo station and then with a bigger stand at Westfield, London. We provided a team of staff to engage with commuters and shoppers, encourage them to take part in activities and generate sales.

All staff had experiential and retail experience. This hybrid approach – coupled with extensive training – ensured consumers were given much more than a traditional retail encounter.

Not On The High Street pop-up store

Not On The High Street pop-up store

Not On The High Street pop-up store

Intelligence

Stellar collects invaluable, qualitative data which is used to continuously improve performance across a number of areas. We also use Wi-Fi tracking software to record footfall, visitor numbers and dwell time.

The visitor feedback provided NOTHS with key insights regarding their product range, pricing strategy and brand perception, as well as the value of running more pop ups in the future. The footfall data enabled us to adapt our staffing provision to maximum effect, and dwell time numbers demonstrated the success of the brand experience.

Not On The High Street pop-up store
Not On The High Street pop-up store

Performance

Over 18 days, nearly 50,000 people experienced the stand at Waterloo, with 30 per cent staying for more than a minute. At Westfield, 237,000 shoppers experienced the stand with an average dwell time of almost nine minutes – a powerful endorsement for staff engagement skills.

By collecting consumer feedback, NOTHS was able to build an accurate picture of how their brand and products are perceived, which helped shape both their marketing strategy and the future of their online store.

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