Amazon Fresh grand opening experiential marketing
ALT TERRAIN teamed up with Agency DNA to revamp Amazon Fresh's grand opening strategy, production, and experience.
The goals were to increase customer acquisition, retention, purchases, and overall satisfaction.
Elevated ribbon cutting, balloon sculptures, prize wheel, ambassadors, and signage were part of the mix.
Training the public to leverage the Just Walk Out technology was particularly important.
The prize wheel played a significant role; the queue provided an opportunity to show people the benefits of Just Walk Out before entering the grocery store.
To extend customer acquisition beyond the store, Amazon activated a gifting street team.
The team visited neighborhood businesses with gift bags which included incentives to experience the new store.
Grand openings took place Thursday through Sunday to welcome a wide swath of people to the store.
The strategic experiential activities resulted in surpassing previous grand opening sales records.
What made this experiential marketing initiative unique?
1.) Amazon requires their experiential marketing to match their brand's high-quality and efficiency standards
2.) The value of preparing people for a new experience achieved desired outcomes
3.) Getting people in a good mood increases basket size as well as brand perception
3.) Experiential activities beyond the store increased brand interest and engagement
To explore experiential marketing strategies for your brand, just introduce yourself!