The Gin Warehouse is a start-up specialty online spirits retailer set up in 2020. Part of their launch strategy relied on a physical pop-up store at Bluewater Shopping Centre in Kent. The pop-up store had just opened when the UK government announced a second national lockdown starting on 5th November 2020.
The Gin Warehouse now had to be closed for another 4 weeks. And it came at an inconvenient time: Christmas. The shop had gone from 110,000 daily footfall to zero at this crucial period. Doing nothing was going to cost the retailer £9,000 in lost revenue over the period. On top of that, the Gin Warehouse’s marketing had already been agreed and produced.
And that was focused on traditional offline communications and online marketing targeting local customers. We’d actually invested ourselves: £500 toward window display and £150 toward targeted geolocated social media advertising.