64
event staff on site
32
participating stores
12
cities at the same time
Challenge Creating more than just an offer
Ahead of Members Day, Coop wanted to deliver more than just special prices. The ambition was to highlight membership in stores in a lively, relationship-building way. Since the day coincided with Waffle Day, it was the perfect opportunity for an activation that would attract customers, offer something extra, and put membership in focus. The challenge? Coordinating an activation across 30+ stores with the same feeling and quality at every location.
Our Proposal Simple concept – strong impact
We developed a simple but effective concept where our event staff worked in pairs in each store, a total of 64 people. Their mission was to make waffles on site, serve customers, help existing members update their details, and recruit new members. The focus was on creating a warm, welcoming atmosphere where Coop’s membership became a natural part of the in-store experience.
The strategy behing the activation
We managed the entire staffing process from start to finish: selection, scheduling, store assignments, briefing, and support. Every step was designed to ensure a good match and the best possible preparation for both our staff and the store. Most of our event staff had previous experience from similar in-store activations with us, which contributed to a smooth execution. Shifts ran from 2:00 PM to 6:30 PM, with all staff working closely with us and the store managers. By activating 32 stores at once, we created a unified feeling throughout the Coop chain, while also ensuring a personal touch in every single store.
Results A day that made an impact
Bringing membership to life in-store is a challenge in itself. Members Day gave Coop the chance to do just that on a large scale and in a consistent way. The waffle station became a natural gathering point that attracted customers and sparked conversations about membership. The result was stores full of activity, where customers got a warm and memorable experience of what it means to be a Coop member.
