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Global Retail Innovations – Festive Edition
2020
Brought to you by
Introduction Global Retail Innovations – Festive Edition 2020
2020 has been an interesting year for retail bringing on many changes and innovative adaptions to the norm.
This year we have worked with our global partners Ebeltoft Group to celebrate some of the best in festive retail
both past and present from around the world.
In what has been a challenging year we look at how retailers are preparing for “The Grand Finale of Retail” and
take inspiration from the best of the best.
Page 2
Amazon Christmas Pop
up Store
Berlin, Germany
500 gift ideas are available for
costumers.
Customers can order those presents
through an app and get it delivered to
their / someone else‘s address.
The shop includes a smart Christmas
living room, where customers can try
digital products: e.g. a customer can
switch on the lights on a Christmas
tree by talking to Alexa.
Page 3
Sainsbury`s Digital
Service
UK
Click and collect grocery service and
a Smartphone app for customers is
available to pick up groceries in the
store.
The benefit for the supermarket as
well as for the customer is a faster
checkout.
Page 4
Coop Individual
Christmas Content
Switzerland
Customers can get cooking recipes,
present ideas and DIY guides online.
This creates a more personal shopping
experience.
A winning quiz is available for
everyone.
Coop offers recipies of four three
course menus. The customers can
combine the courses and create their
own menu. They will get a list with all
neccessary ingredients, which they
can buy directly at the coop store or
order them in the online shop.
Page 5
Nivea Customer
Connection through
Digital Channels
Germany
Customers can send a postcard and E-
cards to their families and friends for
free.
Customers can personalize Nivea
products with pictures and individual
texts in the webshop.
Individual offers are available for
customers on different social media
channels.
Page 6
Dolce & Gabbana:
traditional ‘Christmas
Market’ in the store
Italy
Reproduction of the typical Sicilian
atmosphere during Christmas in the
store.
The three floors of the store have
been revolutionized for the occasion
with walls, floors and furniture
covered with the colours of the
famous Dolce & Gabbana print.
Page 7
Hermes ‘Christmas Cosmos’: windows inspired by the dream Italy For the Christmas shop windows in Milan and Rom Hermés involved three young set designers from the Brera Academy of Fine Arts. By operating a button located externally on the glass, passers-by will activate the scene making the planets rotate.
‘Christmas The
Original’: Temporary
Store
Milan, Italy
Temporary store dedicated to
Christmas and decorations.
Born from the idea of a group of
friends: “we are the first in Italy to
offer customizable handmade
Christmas decorations“.
Page 9
Moschino: Virtual fashion show in ‘puppets style’ Italy Miniature models and dresses, virtual celebrities in the front row, … replacing the ‘in presence’ Milan Fashion Week.
Famigros’ Planned
Calendar
Switzerland
A calendar of tips and events for the
whole family for every day during the
month of December.
Page 11Rent a Christmas Tree
Switzerland
Different companies in Switzerland
offer customers to rent a christmas
tree. After the holidays they can bring
the tree back and if they want they
can even rent the same one the year
after.
Page 12John Lewis launches
augmented reality
“Virtual Christmas Tree”
UK
John Lewis & Partners has launched a
new augmented reality “Virtual
Christmas Tree” feature, allowing
shoppers to put up a decorated
Christmas tree in their home in
seconds. Using the department store’s
iOS app, shoppers can now place an
accurate virtual rendering of one of its
Christmas trees in their living room,
enabling them to judge whether it fits
before committing to a purchase.
Page 13CULT's New Virtual
Sampling Service
Replicates Real-World
Retail for Brands
With 83% of consumers reluctant to
get hands-on with product this
Christmas, creative agency CULT has
launched a Virtual Sampling Service
for brands seeking to upgrade their
online customer engagement this
holiday season. The service replicates
the customer’s real-world journey to
purchase on a device, and includes
elements such as initial contact, trial
and social shopping.
Page 14Deliveroo “Christmas is
On”
UK
The 'Christmas is On' campaign
Provides a brand new festive menu on
Deliveroo featuring exclusive dishes
from loved chains to local
neighbourhood favourites. From Pret’s
legendary Christmas sandwich to
Burger King’s Festive BBQ King and
Pizza Hut’s Christmas Pizza, these
limited-edition dishes are available
only on Deliveroo. The campaign also
celebrates the festive grocery
favourites available for delivery on-
demand in as little as 20 minutes from
mince pies to prosecco, from the likes
of Co-op, Waitrose, Aldi and
Morrisons.
Page 15City Cafe sells
Christmas trees on the
terrace
Netherlands
Guests can order the Nordmann
Christmas tree at the cafe in Rodezand
Rotterdam.
The Café in the City 'Crazy X-mas Sale'
runs from November 16 to December
21. The pop-up is open seven days a
week from 12:00 PM to 10:00 PM. Pick
up is possible and allowed, but the
employees of Café in the City don't
mind delivering the Christmas tree at
home. And they also do that
completely free of charge.
Page 16Tiffany & Co.’s
Christmas Tree & Pop-
Up Shop
London, UK
In 2018, Tiffany & Co. installed a
larger-than-life Christmas tree in the
centre of St Pancreas International in
London, decked out in the brand’s
signature blue with added festive
touches of silver and gold. A 17-foot
animatronic robot in matching blue
was placed on a ladder next to the
tree, whose ‘decorations’ comprised
600 replicas of Tiffany’s famous Eau de
Parfum, hand-crafted paper flowers
and white, silver and blue baubles.
The show-stopping tree was topped by
a 4-foot fragrance bottle and the
interactive effect was extended by
diffusing the brand’s iconic fragrance
from the tree.
Page 17Kiehl’s Gifting
Workshop – Holiday
Edition
New York, US
The pop-up consisted of different
stations including the Gifting Station,
where customers could hand-pick a
selection of their favourite Kiehl’s
products and choose from a range of
boxes and decorations to customise
the packages. The Kiehl’s On The Go
station enabled shoppers to fill a bag
or box with travel-size versions of the
brand’s products, offering a 10%
discount for customers who purchased
four items or more.
Page 18Skittles’s One-Hour
Pop-Up Toronto, CA
Skittles cut the ribbon on their
exclusive pop-up that lasted only an
hour from 23:59 until 00:59. During
these 60 minutes, 60 lucky guests
received free Skittles-themed gifts
while the brand launched their even
more exclusive online shop that was
active for a short one minute, offering
online-only deals and promotions.
Page 19PNC Bank– Gingerbread
House
PNC Bank went all out for Christmas
when they rolled out a fully-
functioning pop-up branch in the form
of a gingerbread house. The project
was part of the bank’s yearly
Christmas Price Index that shows the
average cost of gifts. Needless to say,
PNC made history as the first life-size
bank constructed out of real
gingerbread. The handy work of 12
bakers and pastry chefs using more
than 5,000-lbs of gingerbread was
required to complete the structure
that featured a gingerbread-covered
ATM and banisters made out of candy
canes. The pop-up’s placement next to
a major seasonal skating rink was
ideal.
Page 20Cocoaland’s Landmark
Atrium
Hong Kong
Landmark, a luxury shopping centre in
Hong Kong, is known for its over-the-
top fashion during the holiday season.
Last year, Cocoaland transformed the
mall with its ‘Cocoa Monsters’
installation where a live show was
performed every 30 minutes to
engage shoppers to linger around a bit
longer. The mall’s halls were filled with
Christmas lights and festive music as
the 70+ ‘monsters’ got to work in the
on-stage chocolate factory, much to
the delight and entertainment of
curious audience members. The
installation also had exclusive
merchandise on sale, of which the
proceeds went to Make-A-Wish Hong
Kong, a local children’s charity.
Page 21Starbucks’s Coffee Cup
Tree
London, UK
A few years ago, Starbucks installed a
giant Christmas tree in London close to
the buzzing King’s Cross station. The tree
was constructed out of hundreds of the
coffee house’s signature red cups
infused with a gingerbread latte scent.
The installation was accompanied by an
interactive social media campaign that
saw the tree increasingly light up as the
hashtag #RedCups was used online. A
number of digital screens surrounded
the tree, displaying thank-you messages
to enthusiastic customers participating
in the campaign.
Page 22Harbour City World’s
Largest Kaleidoscope
Tsim Sha Chui, HK
In 2018, the waterfront shopping mall
installed a 40m-long Christmas bridge
covered in approximately 200,000 LED
lights, where visitors wrote wishes or
love message on a heart-shaped lock.
But the highlight was the secret
garden, home to the world’s largest
video kaleidoscope at 16m long, 4.5m
high with a massive triangle mirror
inside. As visitors walked through the
rainbow tunnel, they were greeted
with Christmas-themed imagery like
snowflakes, pine tree and stars via LED
screen walls.
Page 23Market City’s VR
Gaming Experience
Australia
Candy Cane Fight inhabited the
Market City shopping centre through a
custom-built and free virtual reality
(VR) gaming experience that was a
major hit with both kids and adults.
Using the VIVE Pro professional
headset with built-in headphones,
shoppers and gaming enthusiasts
entered a VR winter wonderland,
where they must try to defeat a 10-
foot snowman across a series of levels
to save the holiday season.
Page 24Sephora’s AR Pop-Up
France & Italy
Sephora launched their first pop-up
entirely focused on augmented reality
in locations across Europe. Along with
the experiential pop-up, the beauty
brand introduced their mobile app,
Sephora Collection Experience,
enabling customers to gain access to a
portal and enter a magical world
hidden in their hand palms. Shoppers
were encouraged to participate in this
virtual experience where they could
tap bubbles containing brand new
products from Sephora’s 2018
Christmas collection to learn more
about each item and make purchases.
New products were added every week
to keep customers coming back.
Page 25Samsung’s Life-Size
Tablet Piano
London, UK
Samsung came up with a unique way
to promote their new Galaxy Tab S2
that hit the market just before
Christmas last year. The brand
installed a life-size ‘piano’ in London’s
Spitalfields market, but with a twist:
instead of normal piano keys, the new
range of tablets were used to conjure
up festive music to capture shoppers’
attention and show how creatively the
product can be used. Samsung took
the installation a step further and
commissioned a professional pianist to
work her magic on the ‘piano’ – much
to the awe and entertainment of
customers in the store.
Page 26The Body Shop’s Digital
Christmas Countdown
London, UK
The Body Shop launched a digital
advent calendar to get their loyal
customers excited about the
approaching holidays. The ’24 Days of
Happiness’ campaign comprised an in-
store touchscreen with a digital red
ribbon where customers could
‘unwrap’ to stand the chance to win
exclusive treats. Following the success
of this digital experience, the
cosmetics brand created a collection
of advent calendars set for release this
Christmas, each featuring a different
selection of beauty, skincare, bath and
body products.
Page 27Joyce’s Dark Forest
Hong Kong
The fashion retailer, Joyce, looked past
the usual upbeat glitz and glam of
Christmas decorations and opted for a
mystical dark fairy tale theme in their
holiday window displays in Hong Kong
last year. The edgy displays made for a
unique way to lure shoppers in-store,
using motifs of well-known fairy tales
like Little Red Riding Hood and Snow
White to spark interest. The brand
collaborated with designers from
Erdem, Giambattista Valli and Olympia
Le Tan to launch a special collection of
capes adding extra flair to their dark
holiday campaign.
Bloomingdale’s Grinch Experience – New York, US
Page 28Harrods’ Fantastica
London, UK
In London, Harrods transformed their
Knightsbridge location into a visual
wonder following the theme
‘Fantastica’. The entire store was
drawn into the exhibition with each
window representing a different
holiday tradition, including the Dolce
& Gabbana ‘Leftover Fridge’
installation showcasing the remains of
a Christmas feast and a Harrods ‘Oh So
Sweet’ display filled with holiday
sweet treats. Another window display
was dedicated to a Bottega Veneta-
themed gift wrapping scene. The
magical window displays were
extended to outside the store, where
Bloomingdale’s Grinch Experience – New York, US
an 8-metre high Christmas tree stood
tall, decorated with 100+ oversized
festive lights.
Page 29Pret A Manger’s
Wrapped Storefront
London, UK
Pret A Manger created a fun concept
to introduce their Christmas
sandwiches and make hungry
customers part of the launching
ceremony. In their London location,
the retailer turned the entire
storefront into a massive ‘gift’ that
was to be unwrapped by the public.
Shoppers passing the store were
immediately intrigued by the unusual
sight and it didn’t take long for them
to realise the installation involved a
free festive lunch, quickly prompting
them to participate in tearing the
wrapping paper down. Also a
thoughtful campaign as the brand
donated to charities supporting
homeless people in the city for every
Page 30 sandwich sold.Fendi’s Hypnoteyes
Hong Kong, China
Fendi is fashion brand who decided to
take a less explored approach to their
holiday displays. The window displays
showcased the abstract ‘Hypnoteyes’
fashion range through gremlin-like
creatures peeking at customers as
they walk past the store. Shoppers
were intrigued by the offbeat
Christmas decorations and found the
displays continued inside with a
Hypnoteyes ‘world’ putting more
spotlight on the unique collection of
bags and accessories. Two ‘Peekaboo’
and ‘Dotcom’ bags were staged inside
an enormous glittering Christmas ball,
making the connection with the
Bloomingdale’s Grinch Experience – New York, US
holiday season and encouraging
shoppers to purchase the products for
Christmas gifts.
Page 31Galeries Lafayette’s
Interactive secret area
Paris, France
The famous Galeries Lafayette in Paris
has a holiday tradition that dates back
to 1912 when they started illuminating
their storefront for special events.
Today, shoppers wait in anticipation
for the splendid Christmas displays
conjured up every year as designers
and creatives all over the city are
involved in the creation process. In
2018, the French actress Léa Seydoux
and actor André Dussollier from the
‘La Belle & La Bête’ (Beauty and the
Beast) movie, were enlisted to unveil
the Christmas display that featured
different scenes from the movie.
Page 32Coca Cola’s
#WrappedWithLove
Campaign
Ireland
Coca-Cola Ireland’s very first pop-up in
2017, #WrappedwithLove, featured
a Christmas gif photo booth where
thousands of visitors created
personalised wrapping paper
using their own photos as decoration.
Guests could also enjoy virtual reality
sleigh rides, a Christmas cafe, DJ,
animated Christmas windows and
limited edition Coca-Cola
merchandise.
Page 33Hallmark’s Greeting
Card Trucks
Canada
As the festive season creeps closer,
shoppers are automatically drawn
towards Hallmark’s Christmas card
section. But the store decided to do
things differently with a campaign that
allowed them to reach customers in a
creative way by taking Christmas to
them: a festive holiday truck that
succeeded in sending over 1 000
greeting cards across Canada last year.
Through this initiative, Hallmark
wanted people to rediscover the
emotional meaning behind sending
and receiving a personalised holiday
card. The campaign fared particularly
well among the younger customers,
who aren’t as accustomed to sending
physical cards in the digital age.
Page 34Ferrero Pop-up
Campaign
In 2017, the brand launched a
luxurious pop-up to reveal what is
behind everyone’s favourite Christmas
chocolates.
Inside, visitors were welcomed to
participate in a multi-layered tasting
experience which included sounds to
enhance the mood, aromas of nuts
and chocolate, ambient lighting,
Ferrero-Rocher-inspired cocktails, and,
of course, the original chocolates. This
campaign fully-immersed the target
audience in the brand, resulted in
digital activation from all of the
content shared on social media, and
helped the company learn more about
what resonates with its customers.
Page 35Estee Lauder’s
‘Christmas Workshop
Pop-Up’
Estee Lauder launched a pop-up shop
in central London for the month of
December. It was inside the brand’s
main office and looked like a home
that was decorated for Christmas
festivities. Inside, visitors would find
limited edition gift sets from some of
the brand’s most well-known
companies like Bumble & Bumble.
Additionally, a variety of beauty-
themed workshops were featured.
Page 36KLM Royal Dutch
Airways’ ‘Bonding
Buffet’
Netherlands
KLM Royal Dutch Airways aimed to
ease weary, lonely travellers by
bringing them together for a free,
delicious Christmas feast.
The brand built a circular platform that
had 20 stools positioned in a circle. In
the middle, was a table complete with
the ready-to-eat feast but it was
elevated 4.5 meters in the air. In order
for the table to drop down, all 20 seats
had to be filled. Once they were, the
people in the seats could share the
feast together.
Page 37Carlsberg’s ‘If Carlsberg
Did Christmas Trees’
London, UK
In its campaign, “If Carlsberg Did
Christmas Trees,” which was held in
London’s Southbank, the brand
studded a tree with 100 limited
edition ‘beerbles’ which were beer
bottle ornaments. Visitors could grab a
beerble, and then fill it up with beer at
the tap for free, taking them home
afterwards.
At the same time, people could
participate online by trying to guess
how many beerbles were on the tree.
Winners received the chance to win a
variety of prizes.
Page 38Google’s Santa Tracker
Google launched a Santa Tracker
which allows visitors to play, learn,
and explore with Santa and the elves
for the month of December. It has
been around for a few years with its
feature evolving over time. It’s great
for kids and fun for adults too with
interactive content pieces and a series
of mini-games. This was a great way
for Google to entertain people online
and create positive associations with
its brand.
Page 39Ted Baker’s IG Game #SantasElfie
Ted Baker, the clothing and accessory brand, launched an innovative treasure hunt game on Instagram. Customers
were invited to try and find missing elves by following a series of clues in the form of images. Each image had a picture
with a caption which told if an elf was nearby or not. Those who found the elves were entered to win prizes such as
bracelets, hip flasks, and even a trip to see the Northern Lights!
Page 40John Lewis’s Holiday-
themed Workshops
Southampton, UK
The department store launched
a number of holiday-themed
workshops such as cooking classes,
tips on Christmas tree styling and
planning the perfect party outfit. This
is part of a wider initiative John Lewis
is trialling called “experience
playgrounds” – which offers
everything from wine-tasting to make-
up – and will be rolled out country-
wide if successful.
As part of the trial, the John Lewis
store in Southampton has been
redesigned to offer a “customer-
centric” experience, where visitors can
attend workshops to learn new skills
or put new products to the test.
Page 41Prepared by: Retail Doctor Group, Australia
This report has been produced by Retail Doctor Group based on information available at the time of publishing. We believe that the information in this report is correct and any opinions, conclusions
or recommendations are reasonably held or made at the time of its compilation, but no warranty is made to accuracy, reliability or completeness. No person should act on the basis of this report
without considering and if necessary taking appropriate professional advice upon their own particular circumstances. We are under no obligation to, and do not, update or keep current the
information contained in this report.
Anastasia Lloyd-Wallis – Head of Consumer Insights
Phone | +61 2 9460 2882
E-mail: anastasia@retaildoctor.com.au | Web: www.retaildoctor.com.auYou can also read
