Ryanair - Pop-up Shop

Ryanair - Pop-up Shop

Ryanair ‘Pop-up Shop’ | While most carriers are increasingly using digital media to promote their brands and campaigns, providing people with real life experiences has maintained a valuable role in customer engagement. This year, Ryanair, whose presence has been notably absent on the social web, took to a 'pop-up shop' to highlight the carrier's signature low fares in an interactive way.

In Manchester's city center, near Piccadilly Station, where heavy foot-trafc is everpresent, Ryanair rented out store space for four weeks. The premise of the shop is to invite customers in to “browse Ryanair’s lowest online fares in-store, book flights on Ryanair.com and talk to dedicated Ryanair staff.” If a customer fnds a fare cheaper than the one offered by Ryanair, the airline pledges to “pay double the difference to anyone who manages the feat.” Additionally, the store serves as a platform for a promotion whereby a customer wins a free flight to a Ryanair destination everyday throughout the duration of the campaign.

The Ryanair shopfront design also features the airline's familiar low-cost and often brashperceived branding, with a picture of Michael O'Leary inviting passersby into the shop. Though the designed experience concept isn't new to brands, it's notable that an LCC such as Ryanair has taken to such a promotion, which offers customers a chance to interact and engage with the airline outside of the traditional setting. Moreover, it also opens a channel for direct and live sales through the campaign.