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Sally’s Welt Flagship Store

Sally’s Welt Flagship Store 24-10-2022
Saliha "Sally" Özcan is one of Germany's most successful cooking and baking bloggers, with 1.6 million followers on her YouTube channel. Her own-brand products, which include cookware, tools and food products, have so far only been sold online.

In March 2020, she opened the first physical "Sally's" brand store in a shopping center in Mannheim (Germany). The new flagship store offers Sally's cooking and baking products, as well as home furnishings and cooking and baking books. QR codes on the products take the customer to more information about the product, including explanatory videos.

To create a link to the popular YouTube channel, the blogger's kitchen was recreated in the store. In addition to selling products, the store also hosts events, classes and workshops. The store makes the blogger's hitherto digital world "real".

Why it's innovative?:

  • Omnichannel integration: the concept seamlessly merges the YouTuber's online and offline world. To the advantages of the physical, it includes digital elements in the store that increase the experiential and transactional level.
  • Credibility: the popularity of the influencer brings appeal and credibility to the products.
  • Customer experience: For customers, and especially for the influencer's fans/followers, the store offers the opportunity to get closer to Sally's world. The act of shopping thus becomes highly emotional.
  • Customer bonding: The concept promotes interactive exchange with the customer. This not only fosters customer engagement with the brand, but also enhances the company's understanding of the customer.

Expert opinion:

Sally's Welt's flagship store concept is an excellent example of merging the online and offline world: the store promotes interaction with the brand and makes it accessible to customers. The store perfectly addresses its target audience by offering classes and workshops, at a time when cooking, baking and DIY are very popular.

Learn about this successful example in the "Retail Innovations 2022" report, prepared by KISS Retail and Ebeltoft Group: