Sabel Media provide in-store advertising solutions in Pilot - One of the fastest growing fashion retailers over the past 5 years
Pilot is one of the fastest growing fashion stores on the high street; they currently have 72 stores nationally and are expanding considerably in 2007. They provide fast, affordable fashion to young women and have over 2.1 million 16-34 year old females going into the stores every 4 weeks - Broadcast appeal at minimal cost. Pilot is under going a £4m refurbishment programme and now provides modern, well lit environments to cater to young female audience whilst engaging in their favourite pastime - shopping!
In-store advertising can work to achieve many marketing objectives; build awareness, propensity to purchase, gain trial, create direct response.
Sabel Media currently have 780 A3 changing-room panels across the 72 Pilot stores, creating 11,843,608 impacts over 4 weeks. This is a fantastic opportunity to target a captive audience of a notoriously difficult to reach ABC1 and C2 female audience. Additional in store opportunities can also be provided, including: Mirror and door stickers, in-store radio, postcards, lenticulars, in-store and mainstream sampling, leafleting and other bespoke suggestions available upon request.
Previous in-store campaigns have included GSK, Bachelors, UIP, Universal Music, EMI Records, L'Oreal, Clothes Show Live, T-Mobile, Garnier, Pathe Entertainment, Innocent Records, Lil-Lets, TFL, COI, Warner Bros Films, BMG Records, Kellogg's and Sony Music.
Pilot campaigns are easy to plan and buy and Sabel provide detailed post campaign reports. Pilot changing rooms have long dwell times of 5-15 minutes, meaning we can reach core ABC1 & C2 female consumers when they are in a buying frame of mind. Changing room adverts are seen 6-7 times per visit and have high recall figures; recent research showed 60% of customers could recall the poster in the changing room compared to 9% who recalled seeing it on TV and 0.9% who recalled seeing it on any outdoor format.