The 4 Es of Commercial Activation
On March 26th, Shop! Le Salon hosted a very special edition of the STRADA Morning. For the occasion, I had the pleasure of moderating a roundtable discussion with Camille Philippe, Marketing Director at STRADA, and Léa Bonnenfant, Shopper Marketing Manager at Coca-Cola Europacific Partners (CCEP). The objective was to explore the power of in-store experiential marketing—that unique combination of activation, emotion, and loyalty. Because yes, now more than ever, in-store animation remains a strategic tool. But only if it’s done right.
Be a Retailer, not Just a logistician
From the start, a useful reminder: in retail, the core mission is to be a retailer, not a logistics operator. It’s not just about getting a product from A to B, from warehouse to shelf. It’s about creating a connection, engaging, tempting, and most importantly, delivering an experience. And this is precisely where experiential marketing comes into play.
Activation as a Brand Builder: The 4 Es
According to Camille Philippe, in-store activation rests on four pillars: Experience, Emotion, Exclusivity, Engagement. At STRADA, this philosophy translates into creative campaigns like escape games on university campuses or sports-themed activations like Andros Sport. The aim is to bring brands to life in the retail space, not just through packaging or promotions, but through real-world presence.
On her side, Léa Bonnenfant shared how CCEP structures its activations in different layers: basic visibility via displays, large-scale tasting activations, and more immersive premium experiences in selected stores. The idea is to create a transactional AND emotional connection with the shopper.
Adapting to Retail Realities
With increasing pressure on the shop floor (e.g. staff shortages, logistical constraints, sustainability requirements) brands need to adapt. The speakers outlined more agile and sustainable solutions such as reusable stands and smart POS materials. One concrete example: the Coca-Cola Meals campaign. It featured a flexible stand concept, compact or premium depending on the store layout. The result was visually striking, a reusable wooden display that enhanced the shopper experience without adding workload to store staff.
Activation with an End-to-End Mindset
In-store activation is no longer a one-off stunt. It must be part of a holistic customer journey, spanning the before, during, and after of the shopping experience.
That means integrating field campaigns into the brand’s broader communications ecosystem: traditional and digital media, CRM, online and offline relays…
As Camille Philippe rightly pointed out, the agency plays a conductor role, orchestrating all the moving parts from influence to digital to event strategy, in order to turn visibility into actual sales.
Gen Z: More Than a Buzzword
Of course, no conversation about shopper marketing is complete without a mention of Gen Z. This generation gets talked about a lot, but it’s critical to approach them with the right lens. At CCEP, Gen Z activations are built around their core interests: music and festivals, sports events, gaming… And let’s not forget strong CSR commitments, a must-have for this audience that craves authenticity, personalization, and direct engagement.
Activate Smart
To wrap up the session, the speakers shared a few practical takeaways for brands aiming to stand out in-store:
- Think omnichannel
- Leverage local proximity
- Build meaningful experiences that engage and create loyalty
In short, experiential marketing is no longer optional. It’s a strategic lever to bring the brand to life, attract the shopper… and drive sales. Simple as that.
If you want to listen to the full round table, you can just click on the following link : https://youtu.be/bDazUEicINo?si=mJxylxIOBf2ndB9p
Field MarketingActivationCamille PhilippeLea BonnenfantCoca-colaStradaMarketingShop!