TORONTO, Nov. 30 /CNW/ - Marking an industry first for satellite radio,
XM Canada has launched the initial phase of their corporate kiosk program.
XM partnered with Toronto based, Pop Up Retail Group, an emerging
marketing services organization focused on creating and operating branded
retail environments to augment the marketing mix and channel strategy of
consumer oriented brands. A new concept that is creating a significant buzz
amongst the most senior members of the marketing community.
Gary MacAskill, Director of Alternate Channels for XM Satellite Radio
commented; "the Pop Up Retail Group team was fantastic. They put us in the
mall locations we wanted to be and had us selling in less than 90 days."
Todd Finlayson, one of the founding partners of the Pop Up Retail Group
commented, "The aggressive timelines proposed by the XM team certainly put our
disciplined turn key approach to the test. We delivered and are delighted with
the launch with all kiosk operations opening on time in each of the three
Regarding the general interest in the concept of branded retail
operations Finlayson added: "Senior level marketers of consumer brands are
spending a great deal more time thinking about their distribution and channel
strategies. In the case with XM Canada, there is a realization that an
emerging category such as satellite radio requires a multi channel go to
market approach including a channel that offers very high control and
Donald McKenzie, Senior Vice President of Sales and Marketing for XM
Canada commented, "Kiosks give us incremental sales, a great brand presence
and further support to our existing subscribers. We are not interested in
shifting volume from our valued retail partners. We expect their sales to
increase as well in the markets where we have a corporate presence."
Sharon DuCharme of the Pop Up Retail Group also added: "Brand owners are
also using the concept of pop up retail as part of their overall marketing
mix. The concept of a focused, branded retail environment is an outstanding
way to develop a more meaningful relationship with today's consumer who
continues to be overloaded with traditional advertising messages. Programs of
this nature will tend to vary in length to coincide with the overall
media/communication plan or more tactical events such a product launches".
As the only organization in the Canadian market that specializes in this
service offering, The Pop Up Retail Group has indicated a very positive
response to the pop up concept in the Canadian market. Regarding the response
from the marketing community, Finlayson notes, "The discussion on the merits
of branded retail environments is not for every senior level marketer. The
concept of diverting strategic spending from very traditional advertising
mediums to fund this type of program takes a very savvy marketer who has an
innate understanding of their consumer and the confidence to act on their
marketing intuition and consumer data. While it is not for every organization,
we are seeing very strong interest from savvy, consumer centered marketers."
About Pop Up Retail Group
Pop Up Retail Group is a Toronto based marketing services firm focusing
on the creation and operation of branded retail environments for consumer
centred marketing organizations. Pop Up Retail Group has the capabilities to
lead all aspects of a retail initiative including strategy, concept design,
build, real estate and all aspects of daily operations. Retail development
projects range in form such as mobile units, mall kiosks and in line stores
with the duration of programs also varying to meet client needs around product
launch dates or seasonal key selling periods.
For further information:
For further information: about Pop Up Retail Group, please contact Todd
Finlayson at (416) 436-6459