Wiggle Homebase Retail Concession
For a number of years, online cycle retailer Wiggle were the main sponsor for the Ride London summer event. A part of this was the event registration centre that occupied a Hybrid Exhibition and Retail space.
Wiggle advanced their customer interaction with a series of in store concessions across the UK, designed and executed by White Space Creative.
The Event Brief
In order to take their online presence into a three dimensional space, Wiggle secured an exhibit space at the Ride London event registration zone inside London Excel.
The space had to be free flowing, allowing all competitors to browse a variety of products during the registration process, as well as try out products with the goal of making on the day sales.
The Event Solution
By designing an open and inviting space, with a mixture of clothing displays, product displays, fitting rooms, sponsor areas and a checkout area, Wiggle were able to engage with all participants of the event.
From the planning of the flow of traffic, through to the production of large scale eye catching graphics, we worked closely with the Wiggle retail team to execute and deliver a successful event year on year, seeing brand awareness, and on the day sales that exceeded Wiggle's expectations.
The Retail Brief
To upscale their online presence, Wiggle wanted to create a tangible presence using temporary instore concessions.
We needed to create a space where current Wiggle customers could experience more from the online retailer complete with click and collect counters, service stations and refreshment points. All within an existing store’s retail floor.
The Retail Solution
Wiggle needed a scalable concept, essentially a small, medium and large version of the same experience.
Creating a modular design allowed us to configure to the differing spaces and gave an easy installation and portability to the build.
Our graphics team incorporated window dressing to the project to attract incremental foot traffic instore.
Year on year Wiggle have experienced a positive uplift in sales and brand awareness, helped in part by creating these customer touchpoints.