The Royal British Legion’s pop-up Poppy Shops have landed The Enterprise Award at the 2016 Third Sector Excellence Awards – which celebrate organisations and social leaders who give back the community.
The much coveted Enterprise Award recognises the social enterprise or charity that has significantly improved its income from its commercial activities in recent years.
Comments John Norton, Head of Retail Trading, The Royal British Legion said: “We are so incredibly proud that the Poppy Shop pop-ups and retail merchandise have allowed us to reach more supporters and help more beneficiaries than before. Geometry’s shopper marketing and ability to understand purchase behaviour has meant that the campaign has been expertly positioned, as well as financially effective.”
He continued, “It’s a great achievement for us, especially as this is the first time the Poppy Shop has entered the awards. Out of the 330 charities who entered, and, the 109 charities short-listed, The Legion was the only military charity finalist featured in the short listed categories. Thank you everyone who has made this possible.”
Conceived by Geometry Global UK in 2015 with a brief to develop a retail marketing strategy to drive engagement with the charity, raise funds and awareness, The Royal British Legion [RBL] opened the first in a series of national Poppy Shop pop-ups to boost fundraising income during the Poppy Appeal. The pop-ups marked an extension of Legion merchandising from pure e-commerce to bricks and mortar retail.
Two pilot pop-ups, produced and designed by Masters Exhibitions and Shows, opened at two major UK shopping centres [Bluewater, Kent and Westfield, Stratford, East London] in the two weeks leading up to Remembrance Sunday, the charity’s busiest trading period. The pop-ups gave people a chance to view products up close, handle them, and engage with welcoming, knowledgeable staff – allowing better informed purchase decisions than simply buying online. Geometry Global supported staff training while agency volunteers participated on the shop floor.
Comments Sarah Todd, Chief Executive Officer, Geometry Global UK, “Having worked closely together to develop a retail strategy and activation plan it’s wonderful to see it come to life and deliver brilliant results. The pop-up shops are an opportunity to help people understand the extraordinary work the Legion does for the Armed Forces, veterans and their families. I’m glad we are able to do our part, and, I’m thrilled that John and the team’s hard work has been so richly recognised by this effectiveness award.”