L’Occitane is launching its latest retail experience, L’Occi Truck, the brand’s first-ever traveling shopping experience. The mobile retail store presents a new direct-to-consumer shopping model, allow the brand to test several things, including product assortment and different types of sampling, as well as an opportunity to test and learn. It also looks to touch new consumers.
“We want to touch those who have never set foot in our boutiques, yet still engage our loyal consumers. We want to share our brand narrative, commitments and values. Our brand is deeply rooted in Provence and it is also all about meaningful interactions throughout communities, therefore going on a road trip with our truck became necessary,” said Paul Blackburn Vice President, Concept Design, Construction & Merchandising North America.
Inspired by the food truck revolution, #LOcciTruck is painted in L’Occitane’s signature Provençal sunshine yellow and measures approximately 16 feet long by 7 feet high. Two window-like openings, featured at the truck’s side spanning across the entire length and rear, invite customers to view an internal shelving display filled with a curated-assortment of product as well as relevant campaign imagery. A tester-rail and foldable display counter anchored under the truck’s side opening will feature an interactive station for passersby to test and play with product. For a connected shopping experience, a large exterior screen is to display video content showcasing the spirited Provençal lifestyle and brand history.
L’Occitane will also take to the streets with movable shelving displays outside of the truck, featuring product or Provençal ingredients and café-inspired seating to invite customers to relax with product demonstration. At each destination, beauty associates will demonstrate rituals with hero product ranges and an assortment tailored to each regional area.
“The L’Occi Truck is a great discovery tool for those who have yet to be introduced to L’Occitane. The bright and festive exterior of the truck is sure to capture attention, especially on social media where we look to see a rise in user-generated content,” Caroline Le Roch Commercial Chief Officer North America.
Kicking off in Washington, D.C. at the Cherry Blossom Festival on April 7, the truck will stop throughout key cities and regions with and without brick-and-mortar, as well as buzz-worthy events and festivals that align with the brand’s DNA.
Upcoming stops include Beautycon at Jacob Javits Center in NYC on April 21 – April 22; and Temporary pop-up at The Grove in Los Angeles, California in October 2018.