Incentive planners have long been able to use island-themed sportswear and accessory maker Tommy Bahama's products, customized with a logo or not, as a room gift for attendees.
But now the company offers its full island shopping experience to incentive attendees in three ways: with a private event at one of its retail stores, along with an off-site meal at one of its 15 Tommy Bahama in-store restaurants, or by bringing the store - and its customer service and style advice - directly to them. These pop-up "stores" offer a large selection of the company's most popular items in a variety of colors and styles. Attendees are either given a budget or allowed to select the item they like best.
"We are able to go to the group's hotel and have our trained retail staff set up a pop-up store during the award trip, or we can bring them to one of our Tommy Bahama restaurants, show them a great time, and they come away with the product they want," Tommy Bahama President and COO Doug Wood told Incentive recently. "This does allow us to introduce ourselves to people who are new to Tommy Bahama. We view it as a branding opportunity."
Incentive planners increasingly view these experiences as a way of adding excitement and building memories. Turning a merchandise award received during an incentive trip or meeting into an interactive experience is a concept that has become one of the most popular trends in the incentive merchandise awards market this past year.
And top brands like Tommy Bahama like it because they can incorporate their customer service into the experience. "Our goal is to deliver the great service of the stores," Wood says. "What I am most concerned about is protecting the brand, and customer service is very important to Tommy Bahama."
For more information about Tommy Bahama pop-up stores contact Doug.Wee@TommyBahama.com. For general corporate sales contact Dorene.Kriekenbeek-Davis@TommyBahama.com. For dining events contact Angelo.Marcello@TommyBahama.com.