The name Light Gallery is still fairly new (2010) on the Belgian market. In 2006 Philips bought Massive, and a few years later it was decided to freshen up the shops and them a new name: Light Gallery. The innovative character is now more highlighted and the newest trends such as LED lighting and connected technology play a leading role. With 10 stores and more than 2000 articles, Light Gallery is the largest specialised lighting retail store in Belgium. Mid 2017, Light Gallery chose Pubmarket! to set up and build its omni-channel communication.
Advertising agency Pubmarket! started with the implementation of in-store activations supported by social media. There's for instance the Deal of the Week, for which we make new POS material each week, including posters, online banners and Facebook posts to support the promos. In-store, Pubmarket! develops new creative 3D displays that change almost monthly and highlight the innovative range. The Hue display, for example, was certainly one of the most striking and also served as the hub of the Hue activation using breakfast demos.
Complementary to the shopping experience and the website, catalogues are still important tools to enable consumers to get acquainted with the products and possibilities of Light Gallery. Pubmarket! realized in a first phase the Hue Catalogue and the Bulbs Catalogue. Beautiful books that inspire customers.
For 2018, we are preparing fully fledged online and offline media campaigns, supported by active e-mail marketing. The content marketing efforts to support these campaigns have already started. Pubmarket! regularly makes informative stories that support the branding of Light Gallery.