‘If you want to view paradise, simply look around and view it’? sings Willy Wonka in the famous film from 1971. The candy company of the same name has taken this line to heart, and recently opened an imaginative new sweets shop within the famous Times Square Toys ‘R Us store. This unique retail environment, serving as the brand’s first official ‘Wonka Store,’? is a state of the art example of an in-store brand experience. As consumers enter the World of Wonka they find candy trees, mushroom tables, edible gardens and swirls of multi-colored factory equipment. The entire store, from the imaginative product displays to the fascinating lighting, is meant to be ‘a new adventure everywhere you turn,’? according to Janet Planet, innovation manager of the Wonka Experience. This retail investment is complemented by an exciting website that encourages consumers to ‘Feed Your Imagination,’? print & TV ads, and new digital vending machines where consumers can create a custom bag of candy.
I personally love the Wonka brand and am easily tempted by the mouthwatering displays and designs which bring Willy Wonka’s world to life. In fact, after browsing only a handful of photos and reading about the flagship store, I am more than persuaded to visit the next time I’m in Manhattan and feast my eyes on what it has to offer. I may be a big kid at heart, but then again’?¬¶isn’t everyone? And isn’t that the point of shopper marketing to make adults feel like they’re kids again in the wonderful world of Willy Wonka? It’s a magical place where adults can forget about their strict diets and enjoy the simple yet splendid pleasures of a Scrumdiddlyumptious Bar.
With the growing technology of today, the global marketplace is more competitive than ever. Due to this, shopper marketing is becoming a fundamental consideration, and many leading retailers, including P&G, have realized that the ‘big idea’? should keep the retail experience in mind. It’s not Mad Men style anymore where one ad can win over the consumer; the fact is, many purchase decisions are made within the retail environment.
Wonka has recognized that consumers must be engaged at various stages along their path to purchase, and to achieve this, the brand has created a strong brand personality by integrating its website, advertisements, and the new and delicious Wonka World. Next time I’m in New York I’ll let you know if the snozzberries are as good as they look on film.
