First Impression and HEMI join forces to deliver the best shop concept

Tilburg, 21 September 2023 – First Impression, an expert in audiovisual brand experiences, works for Big Green Egg Europe, the distributor of the famous green kamado. Together with HEMI, specialists in fitting and furnishing shops, First Impression has now realized seven pilot shop-in-shops in the Netherlands, Belgium, Germany, and Austria. With these interactive shop displays, Big Green Egg aims to get even closer to customers by providing them with information about its wide range of kamados and accessories in an approachable and fun way. The shop-in-shops can be found in garden centers, hypermarkets, and specialty shops, such as cooking and barbecue shops.

With the displays, Big Green Egg is targeting both home cooks who are curious about Big Green Egg products and shop visitors who already own a Big Green Egg but would like to learn more about the complete range. The customer answers a number of questions on the display and after going through the questionnaire, the customer sees on the screen what type of cook they are and what model of Big Green Egg best suits them. The customer then also has the option to scan the QR code on the screen and receive the personalized advice plus additional information via e-mail.


From content to service

In determining the content, such as the questionnaire, brand images and information to provide, First Impression worked closely with Big Green Egg’s marketing department. First Impression’s in-house creative agency advises and works continuously to improve the content, user interface and user experience. First Impression also handled the entire installation and continues to provide Big Green Egg with ongoing service support.

“The entire solution comes in a flight case containing a proper manual according to the smart deployment principle,” says Stefano Fadda, Chief Commercial Officer at First Impression. “This allows the shop owner to place and activate the solution themselves. This eliminates or reduces travel requirements. Of course, the solution is connected to our network operations center, which allows us to closely monitor its operation from a distance. If something goes wrong, we can often correct it remotely without the customer even noticing.”

“The shop-in-shop is proving to be a valuable marketing tool for reaching the right target group at the right time,” says Ed Hom, commercial manager at Big Green Egg Europe. “We now have the ultimate way to tell the Big Green Egg story, to actually showcase the products and thereby demonstrate why our kamado is so different from its competitors. The display within the shop-in-shop is an excellent fit for a high-end brand like Big Green Egg. We are constantly looking for the highest quality within our products, our service, but also in the partners with whom we work. This is evident when you look at the design quality of the shop-in-shops.”

The shop-in-shop is proving to be a valuable marketing tool for reaching the right audience at the right time.

Ed Hom, Commercial Manager at Big Green Egg Europe.