Brookstone’s first shop-in-shop in Suguo Supermarket located in Lushan Road, Nanjing, held its grand opening on 28 May. On the opening day, multiple leaders of Suguo and senior executives from the novelty products manufacturers were present on the occasion. The opening ceremony brought a large number of customers flocking to the store, which was widely covered by the press. Brookstone’s shop-in-shop model aims to introduce the all-in-one marketing strategies consisting of “novelty seeking, experience and purchase” into operation of traditional supermarkets, which provides a new model for transformation of traditional supermarket business. It not only serves as a pioneer of the business, but also shows a direction for transformation of the business model.

Brookstone brings new products, new marketing models and new opportunities

Brookstone’s first shop-in-shop in Suguo Supermarket in Lushan Road is not only a bold attempt by Hisap in operations strategy, but an innovation of the marketing model. Relying on large traditional chained supermarkets and based on its advantages, Brookstone’s shop-in-shop in Suguo attracts customers with its novel products and refreshing customer experience. While constantly breaking the sales record, it has also drawn attention from senior management of Suguo.

Following the thriving of e-commerce, the traditional operations model of supermarkets is undergoing increasingly severe decline. Brookstone’s store in Suguo has injected new energy into the marketing model of traditional supermarkets. Based on the novel layout of the store, Brookstone’s shop-in-shop uses an experience-oriented marketing model to engage customers in a benign interaction between people and products through playing and novelty seeking. In that way, not only do products get to be sold, but the brands get to be remembered by consumers. The success of the concession model of Brookstone’s shop-in-shop has led to a win-win result and become a pioneering experiment for reform of the industry.

Overall strategic transformation: Hisap steps into Version 4.0

In Version 4.0 of Hisap’s strategy, Hisap aims to transform from a PC mall to Hisap Brookstone, and will engage in overall strategic transformation in five aspects consisting of products, stores, services, professionalization and omni-channel. According to Xin Kexia, Chairman of Brookstone China and President of Hisap, Hisap’s strategic transformation covers two aspects. The first one is to reconstruct its offline value and provide experience of different occasions. The second is to stop selling popular and homogeneous products and, instead, make use of Brookstone’s talented R&D team and the complete supply chain to continually integrate novelty products into Hisap’s current retail business.

This newly-opened store in Suguo Supermarket in Lushan Road is Brookstone’s first shop-in-shop since it entered the Chinese market. The success of this model will definitely establish a good reputation so that the stores to be opened will be well-received. While providing brand new visual and tactile experience for customers, Brookstone will also bring day-to-day “easy surprises” to people.