Dutch department store Bijenkorf is firmly expanding its retail media offer, adding things like physical activations – up to even a pop-up roof terrace. However, “everything really has to add something to the experience.”
Amalfi Coast in Amsterdam
For example, De Bijenkorf stores featured specially designed brand activation furniture, including a kiosk and an ice cream cart, which together generated forty million views. In addition to branded content, the company now offers physical attributes such as interactive storefronts, pop-ups or shop takeovers.
