12 hours ago | By Marine Beaufils
Big data meets consumer insights. Experience WGSN.
Glade, the US-based home fragrance brand, opened an impressive pop-up this week in New York City’s Meatpacking District. Experience, not selling, was clearly top of mind for the brand since the storefront and the space is free of any big Glade logo or products that customers can purchase.
Instead, Glade focuses on taking customers on a multi-sensory journey that goes like this: You walk into the space and are greeted with a card that features a barcode. You scan the barcode on a tablet and enter your email. Then you can either lounge in a sitting area or head to the scent lab to smell and learn about Glade’s newest scents. Beyond this point there are five doors labeled with an emotion. Walk into the door labeled “Anticipation” and you are in a winter wonderland filled with the smell of pine. Or meander into the door that says “Relax” and you’re transported inside a seashell on the beach. Enter the “Energized” door and you can throw on a pair of Oculus Rift goggles to virtually walk through a field of honeysuckles while smelling Glade’s Red Honeysuckle Nectar scent.
As you can see from the pictures, the space is teeming with selfie potential. Glade smartly capitalized on this and installed a camera in each room that’s activated by scanning your barcode. Glade then emails visitors the pictures, which they can share on various social media platforms. (See my snow globe shot below).
The space is definitely memorable, but I immediately questioned why there wasn’t any product to buy. I would think that after this experience customers would be excited to purchase something. According to Glade, Millennials don’t want to be sold to and if they have a good experience with a brand, they will buy or engage with it down the line. They are right. I, a Millennial, walked away from the space knowing that the next time I was in a Target or Walmart or any other store that sells Glade, I would consider buying the Clean Linen scent. Prior to this, I didn’t even know it existed. Well done, Glade. Other retailers should take note.
The Glade pop-up is located at 408 W. 14th St. and will be open from Nov. 18 through Dec. 23. Mon – Fri (11:00 a.m. – 8:00 p.m.), Sat (10:00 a.m. – 8:00 p.m.) and Sun (11:00 a.m. – 7:00 p.m.) It will be closed Nov. 27 for Thanksgiving Day.
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