Ritel sebagai Studio: Proyek Spesial «Пятёрочки» dan M&M’s

Ritel network «Пятёрочка» together with brand M&M’s conducted a large-scale marketing experiment, turning an ordinary supermarket into a full-fledged filming location for bloggers. This case clearly demonstrates how shifting from direct advertising integrations to the format of emotional retail and co-creation (co-creation) radically increases engagement of young audience. In this article we will discuss how working with UGC (user-generated content) and proper design of user experience changes modern brand marketing.

What was found out: retail as a creative studio

According to the publication Cossa.ru, on October 1 one of the Moscow stores of the chain was temporarily transformed into a creative space. More than 100 bloggers and content creators participated in the event, among them Masha Pak, Katya Tyurina, Katya Spivak, Ravil Isakhakov and Denis Salmanov.

Instead of promotion according to a ready strict script, the brand provided influencers with full freedom of self-expression and professional filming infrastructure.

Project Infrastructure

• Professional equipment: robotic camera GlamBot for slow-mo shooting, isolated zone for ASMR content, specialized studio lighting.
• Interactive decorations: checkout zones with live DJ set, branded product carts with M&M’s, volumetric optical illusions and photo zones.
• Support team: professional stylists and makeup artists for creating unique visual looks of participants.

How credible is this: case study analytics

The presented material is a descriptive marketing case study (field case study), not an academic controlled study. All data are based on the actual results of the conducted offline event.

The limitation of this method is the lack of precise quantitative metrics in open access, such as CTR, ROI, total reach in social networks and end-to-end sales dynamics after the campaign. However, the case clearly reflects the global trend of organic UGC, where marketing value is created through natural interaction of authors with the brand’s physical location.

What this means for advertising and perception psychology

Young audience (Gen Z and millennials) has an extremely high level of banner blindness and instantly recognizes even native but imposed advertising. Giving a blogger a ready script means guaranteed low response and loss of audience trust.

True engagement occurs when the brand gives the audience resources to realize their own ideas, rather than forcing them to broadcast someone else’s message.

From the perspective of visual perception and experience design, the usual retail space turns into an emotional «trailer» of the brand. The shopper begins to associate the daily store near home not only with routine household purchases, but also with a vivid creative impression.

How to apply: step-by-step instruction for marketer

To successfully adapt the approach of emotional retail and interactive visual in your advertising campaigns, use the following steps:

1. Transform the physical space: add contrasting visual accents or interactive elements in sales points that naturally evoke the desire to take a photo or video.
2. Change the approach to working with influencers:
   

   Parameter	Traditional approach (Was)	Co-creation approach (Became)
   Technical specification	Strict script, reading text from paper.	Freedom to choose plot and delivery.
   Demonstration	Mandatory product display at the 5th second.	Product as natural prop.
   Location	Blogger’s everyday conditions.	Unique branded space.

3. Utilize different perception channels: use sensory marketing (ASMR sounds), tactile zones and specialized dynamic lighting to create complex and attractive visual content.
4. Integrate the product as a prop: the product should become an organic part of the installation, not a foreign advertising banner.

Frequently Asked Questions

What is emotional retail?

This is a modern sales concept where the retail point focuses not only on completing transactions, but also on the customer receiving a positive sensory, emotional, and aesthetic experience in the store space.

Why should the brand give bloggers full freedom in the frame?

Creative freedom allows fully preserving the author’s individual style and tone of communication. As a result, the created content looks natural to subscribers, evokes much more trust, and ensures a high level of organic engagement.

Conclusion

The case of «Пятёрочки» and M&M’s clearly shows: to attract the attention of modern demanding audience, brands need to design not just banal advertising layouts, but a full-fledged visual and emotional experience. Choosing the right psychological triggers and accurate understanding of your customers’ behavior helps build long-term loyalty to the product.

Do you want to know exactly how your audience perceives visual solutions, colors and creatives? You can calculate optimal parameters for delivering advertising material in the specialized service RGB-Analytica.