The Store as a Marketing Tool: The Frank & Oak Technique

When Frank & Oak determined it would launch six new pop-up shops across the United States, the menswear brand thought it’d be best to let its customers decide which cities the stores should come to. In one of the best examples I have found of company/customer co-creation, Frank & Oak launched a campaign March and April 2015 which allowed its customers to have a say and cast their votes.

It has not yet been announced where these stores will open, but this kind of direct customer involvement is exactly where all retail is headed. Consumers want a voice, and a company who gives one to them is going to come out on top. Embracing co-creation, however, is only one of many things that Frank & Oak is doing right.

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