Charlie's chocolate factory in real---Pleasure store Magnum
- Hongrui He (Ari)
- Nov 27, 2021
- 2 min read
Updated: Nov 29, 2021
In 2012, Westfield Stratford, London, Magnum opened the world's first pleasure store magnum, which surprisingly was not in magnum's hometown, Belgian.
However, that also makes sense, the Western European ice cream market was worth an estimated EUR 9.96bn in 2011/2012, and Unilever leads the Western European ice cream market, which accounts for 20% of global sales in 2012 (data from frozenfoodeurope.com). In addition, London is also one of the culture centers in Europe. This move would undoubtedly bring great exposure and sales to Magnum. Even though in 2012 the Internet was not as developed as it is now, news of this novel marketing method still spread like a virus to the sweets lover all over the world. In 2012, the turnover of Magnum increased by 4,857 Million Euro compared to 2011(Unilever Annual Report, 2013). That brought the name of Magnum ice cream to the whole world and Magnum became one of the favorite cash cows of Unilever since then.
In the beginning, pleasure store was just a place where consumers could freely create their own Magnum ice cream.
By 2021, the products and services provided by the Magnum pleasure store have also changed a lot compared to 9 years ago. Taking London as an example, in addition to providing customers with the experience of creating exclusive ice cream flavors and world-famous Magnum dipping bar, with food artists Caroline Hobkinson and sound experts Unusual Ingredients to hand, Magnum are taking us on a journey to remember with Experiential Play Room, Magnum Chef's Table (Exclusive to London), Caramel Bath and other activities provide customers with more experience and enjoyment.
Such a branding strategy may not be the main source of Magnum's turnover, and it may even maintain the income of such experience stores as negative. However, whether it is in 2012 when the Internet is not very developed or online activities are dominated today, it remains the same. It is a very meaningful business activity. It not only maintains the customer relationship, but also continuously converts more potential customers. This is probably the reason why Magnum has never given up on this idea since 2012.
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