Ryanair has re-entered the high street by opening what it describes as a ‘guerilla marketing’ retail concept in Manchester’s Piccadilly shopping area. The pop-up store is opening for four weeks in an empty retail unit which recently became available at a very attractive price.
The bright and attention-grabbing store frontage entices customers into a sparsely-decorated retail interior where the main focus is on grabbing a low cost bargain or even a free flight. Ryanair is challenging customers to come into the store and beat their prices on flights to and from Manchester, offering to refund double the difference to anyone who manages to find a lower -priced flight. They are also offering one lucky customer the chance to win return flights to one of several European destinations, every day.
By luring pedestrians into the store and challenging them on price and offering competitions Ryanair hope to dramatically raise their brand awareness and reach out to the potential customers that internet advertising and online sales cannot reach.
This is Ryanair’s first foray into High Street retail in 10 years and if it proves successful they have said they will consider opening similar stores in other countries, although they haven’t identified a need for such a store in Ireland where their brand identity and customer loyalty are stronger that in other parts of Europe. As this retail space is available for a short time and with a low outlay it is the perfect way for the company to test the market and explore the validity of developing similar pop-up stores to strengthen their brand.