Bath & Body Works has rolled out its first-ever interactive mobile pop-up store travel titled "Gingham On-The-Go" to build brand equity, recruit new customers, and keep the brand top of mind, the brand's spokesperson told A+M in a statement. Rolling across the states of West Malaysia, the pop-up store started off at Starhill Gallery, Bukit Bintang, before stopping at other major capitals in the peninsula region such as Penang, Ipoh, Kuala Lumpur, Kuantan, Seremban, Malacca, Johor Bahru, and Subang Jaya, among others.

The initial plan for "Gingham On-The-Go" was to have it tour Malaysia until 29 May. However, the brand told A+M that in light of the overwhelming response, its management decided to extend the campaign for another month, giving Bath & Body Works the opportunity to go into other major cities in West Malaysia that it was unable to cover earlier on. 

According to Bath & Body Works, with RM300,000 being invested in the campaign, the brand hopes to achieve greater impressions, eyeballs, brand loyalty and sales conversion. To complement the physical pop-up store, it also plans to utilise offline space to elaborate its marketing tactics and focus on visual merchandising. Additionally, the brand will identify channels for targeting relevant audience, lead generation, and focus on customer retention and other promotional activities. 

The pop-up store is touted to offer a variety of activities for guests to participate in, ranging from a digital game corner, sampling booth, and snacking station, to a photo booth. Additionally, a promotion area selling Bath & Body Works' notable products will also be stationed there.

An interactive digital game titled "Gingham On-The-Go" offers guests a "Fragance FUN Pack" consisting of Bath and Body Work stickers, and vouchers, among other goodies. At the same time, the photo booth there will allow guests to take snapshots as they explore and experience the pop-up store, while the daily deals and weekly promotion area feature some of the brand's bestselling products such as shower gels, hand creams, body lotions and perfumes. 

In addition, complimentary Pocketbac hand sanitisers of random aromatic fragrances will be given away to the first 30 fans in line at the "Ginghan On-The-Go" pop-up store. A fragrance sampling booth will also be stationed, where guests can join in the "Seven-Day Fun Fragrance" sensory journey and discover different scents. 

As markets open up, Bath & Body Works is not the only brand to roll out pop-up stores to boost engagement and brand awareness in recent times. For instance, Clarins launched a pop-up titled "Clarins in The City" in Singapore last month, which featured popular urban jungles of the world. Visitors could learn more about how to combat both internal and external stressors of city-living with the brand's product. Additionally, the pop-up also featured different activity stations, where visitors received product samples for participation. According to the brand, it aimed to provide consumers with the experience of travelling and exploring the world, without having to step out of Singapore.

Another brand that hopped onto the pop-up trend is Singapore homegrown bakery Tiong Bahru Bakery, which launched a pop-up installation in the shape and size of the bakery's giant-sized takeaway box and cups. Done in collaboration with Deliveroo, Citibank, and Raffles City, the pop-up was to commemorate its 10th anniversary and thank the public for their support. At the installation, Tiong Bahru Bakery served up complimentary croissants and cold brew coffee at various timings throughout the day.

In addition, visitors participated in interactive activities such as optical illusion exhibits, and writing down their favourite moments at the bakery before slipping them into letterboxes on site. According to a Spa Esprit Group spokesperson in a previous statement to A+M, the idea was conceptualised by the in-house team, and was a fun play on the phrase, "The Biggest Takeaway". 

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