On-the-field Experiences Temporary stores of large-scale distribution: PL become brands.

Temporary store

of large-scale distribution: PL become BRANDS

The growing importance of private labels over the last few years has intensified the development process and led brands to become true independent labels.

Often a privileged tool for corporate marketing strategies, temporary stores or pop-up stores are temporary points of sale, which are mainly set up in given periods of the year, like the holidays, or linked to specific company initiatives. The temporary nature of these stores becomes an opportunity to experiment targeted marketing operations, as well as for companies to implement original, counter-cultural and innovative choices aimed at raising brand awareness and strengthening consumers' bond with brands. Also the main players in large-scale distribution have extensively experimented with this format, as a true lab of innovation, by pushing and promoting private labels and taking them outside of conventional stores, thus giving life to a transformation process that, from private labels, has made brands fully-fledged brands.

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This is the case, for example, of ‘Unes’ that, at the end of 2021 inaugurated two temporary stores, one in the shopping center of Arese and a Christmas-themed store in Corso Venezia in Milan. In fact, these openings enrich the list of already existing stores aimed at further pushing the ‘Il Viaggiator Goloso’ brand, which boasts as many as ten stores and is an integral part of the international strategies that Unes has implemented for some time now. As Rossella Brenna, Chief Executive Officer at Unes Supermarkets, pointed out, "the strategy is to complete the transformation of the label into a brand, while expanding beyond the national borders." The Christmas holidays represented an opportunity for Unes PL to approach non-food businesses, such as ‘Cargo’ and ‘High Tech’, and to renew its collaboration with ‘Veneranda Fabbrica del Duomo’. This collaboration gave life to the limited edition of saffron panettone available in the Christmas store in Milan. Also Esselunga relies on temporary stores to enhance the brand of high pastry ‘Elisenda’, found in roughly one hundred stores of the label. The brand was launched in 2016 and was conceived in collaboration with the Cerea brothers' Michelin-starred restaurant ‘Da Vittorio’. In this regard, Esselunga's strategy aims to raise awareness on the distinctive quality of the Elisenda brand, providing it with an independent space, or better, creating a store named after this brand of excellence. "Technically speaking, that of the temporary store is a vertical format"- remarks Roberto Silva, Chief Marketing and

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Customer Officer at Esselunga - "which gives you the chance to focus on a limited offer, and discover its main features and peculiarities. Since its short duration doesn’t entail any fixed costs, it is a convenient expedient, but, at the same time, an important means of communication to strengthen brand awareness". And even the smallest brands are now experimenting. The ‘La Rosa dei gusti’ pop-up store, the brand of excellence developed from an idea of ‘Abbi Group’, was open to the public until December 31. The Cagliaribased store offered an assortment of traditional Christmas food specialties, as well as a range of references that reflect the brand's values, based on premium quality and affordability.l

Federica Bartoli Journalist specialized in Large-scale Distribution.