Field Marketing is more effective than any other form of advertising because it can measurably impact sales in a very direct and accountable way. 

“Half of my advertising budget is wasted away. Unfortunately I don’t know which half” is the quote attributed to John Wanamaker, Philadelphia retailer and marketing pioneer. Even with the advent of digital advertising it is difficult to account how ads exposure and clicks translate into actual unit sales. ​

Understanding return on investment for these promotional strategies can go a long way in attracting the sponsors for them. Analysis of data, collected effortlessly by your POS, holds the key to leveraging vendor’s promotional budgets for increasing foot traffic in your stores. Any quality in store demo agency or vendor’s field marketing organization collects valuable data specific to the demo events they conduct. Cross referencing POS with demo data can produce empirical evidence, that would entice vendors to demos in your stores all day long, and that will lift:

• Weekly sales per square foot of selling area
• Sales per customer transaction, and
• Median weekly sales per supermarket  

Ecommerce giants should not be the only ones benefiting from the opportunities technology gives us, traditional stores can explore those blessings too. There are tools that help you automate scheduling and coordination of promotional events in your stores without adding any payroll expenditures.
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In retrospect, arming yourself with the right information and tactics will give you sufficient leverage in the unstable 'waters' of retail. Reaching out to your customers, giving them the very best and improving on your operations are essential tips for relieving the pressure of online competitors.

​There are several write ups about Amazon acquisition of Whole Food Markets with everyone attempting to clearly state their own opinion. This is seen from different sectors including pundit specification from industries which is channeled towards an unavoidable disruption of the grocery industry. This is with the primary aim of having an analysis of the Whole Foods price reductions. Joining the choir was my own way of offering my opinion and observation from an industry ecosystem participant perspective.

​Over the years, there have been a scale up in the traffic seen with Whole Foods stores. This was noticed only after the acquisition as well as lower pricing of some selected items. However, vendors, distributors and brokers have sent no reports showing that they are dissatisfied with the internal operational changes. Complaints about the availability and quality of organic produce on the store shelves are becoming quite disturbing and these complaints are received mainly from the Whole Foods shoppers.

There is currently no evidence to indicate a positive change from the perspectives of shoppers or the grocery ecosystem. There are only indications to show that a hands off approach to Whole Foods management was adopted by Amazon as they continue with the implementation of operational initiatives even before acquisition takes place.

Major grocery retailers are already announcing their significant investments into technology. This is with the aim of combating Amazon’s scour for food to their territory. The likes of Kroger have already started to court smaller, regional product brands threatened by Whole Foods abandonment. This may be a good development for nonindustrial food manufacturers, when and if it materializes.    

Analysis you would find are only focused on the impact of the Whole Foods changes on publicly traded companies. There are only few write ups about how the food brokers, independent groceries, demo agencies, small batch product manufacturers and merchandisers are affected by the changes. In fact, there are only evidence to show that there is lower foot traffic as well brand promotional activities on the store floors of the aforementioned. However, many grocers we spoke to are in denial that a small grocery eco-system will be materially affected.  And that is a mistake.

 Thanks to Jeff Bezos's relentless focus on the quality of customer experience, i.e. long term sustainability of Amazon business, everyone assumes that the acquisition will produce some magical result and force a major change in how we buy our food. So far this "earthquake" is yet to produce a tsunami of change. Amazon does not always succeed, but it succeeds most of the time. Change now. Before you have to. 

​The small and independent grocers can obviously not compete with bigger technological investments, rather they can mobilize partners within their ecosystem to provide a better and more personal experience to their shoppers. This should be their prime focus because Whole Foods sidelines their trade partners who helped them to become successful, independent grocers could use this opportunity to forge closer alliances to provide more engaging shopping experience in their stores. ​

​In marketing, in store demo refers to the demonstration of products in large retail locations such as shopping malls or supermarkets in order to attract potential customers. In store demo is a means of introducing customers to products with the hope of getting them to purchase them.

One of the advantages of in store demo is that it gives customers the opportunity to taste or touch the products before they buy them. A product demo is one of the best sales tools that can be used when you have a high quality product for sale. A product demo is a very effective way to make potential customers know about your new products and the features. One of the important sales demonstration skills is to know your audience. The key is to put together what each customer cares about and make them available. 

During in store demo, don’t just show your audience the products, engage them by allowing them touch, feel or hold the product. Also, don’t make a product demo like a sales pitch; spice it up by injecting anecdotes or telling funny stories. Avoid making turning an in store demo to a training session; stick to the basics. 

Planned product demos are one of the best ways to introduce a consumer to your products. If well planned, it can get the attention of shoppers and passersby which will in turn increase the sale of your product.

​The benefits of in store marketing cannot be overemphasized. It increases the sales rate of the brand because consumers who see the products in the middle of a shopping spree are most likely to buy the products. It also gives customers the opportunity to try something different from the brand that they are used to. Below is some of the key importance of in store demo

In store demo helps in creating desire of purchasing a product in passersby or shoppers. For instance, in a grocery store where cookies are offered to customers who wait to watch the product demo, the customers may like the product and they may decide to buy more quantities of the product. Or if it a coffee machine, you can invite customers to come up and try out how it works and this in turn may spike up their desire and can lead to an interest in purchasing a coffee machine. 

Product demo provides visual aids which enhance the quality of your sales presentation. Some customers prefer to see a product in order to grasp its value and potential. The ability to feel, see or even smell a product can be more appealing than just listening to a sales pitch. In store demo provide potential customers the opportunity to see the features of a product and can strengthen their desire to purchase the product.

​In store demo aids brand positioning which involves differentiating your brand from your competitors’ brand and this helps give a lasting impression on your target audience. A well defined brand position gives your brand several advantages which include providing a conceptual framework for your brand, marketing messages, services and pricing structure. 

In store demo aims at communicating to your consumers the unique features of the product you want them to purchase. It gives producers the opportunity for direct communication with consumers about their product and its attributes and the benefits it provides. In store demo helps your brand stand out in competitive retail markets.

​In store demo offers potential customers the opportunity to closely inspect products during a product demonstration. Printed information can be given to customers to enable them get a better grasp of the demonstration. The demonstrator should take up the role of a teacher and educate the consumers about the way a product should be used. Consumer education helps improve day to day satisfaction with your product and increases their trust in your brand. 

Customers’ satisfaction soars when they are properly educated in the way a product works or how it should be used. During in store demo, customers become engaged in a product demonstration and this in turn increases their likelihood to purchase your product. Increased engagement in a product leads to higher chances of renewal or repurchase of the product.

In sales demo when properly carried out can increase customers’ loyalty to the product as a result of proper customer education.

​In store demo is a form of product demonstration that is usually performed at large retail locations such as shopping malls and supermarkets in order to introduce potential customers to a product. It is an effective way of making sales, if properly done.

In grocery stores, in store demo gives consumers the opportunity to taste a particular product and this in turn increases the likelihood of the consumer purchasing the product if he likes it. In store demo can help sway a consumers’ buying preference and help boost sales and increase brand loyalty. 

In store demonstrators must be professionals who can connect with the consumers in a way that will increase their likelihood to purchase the product and they must be knowledgeable about the product and always ready to provide answers to customers’ questions.

​The importance of product demonstration cannot be overemphasized. It helps boost brand awareness and increases product sales. When customers have a closer, out of the box look of the product that is on demonstration, it affords them the opportunity to touch or feel the product.
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It also gives producers the opportunity to tell customers the features of their products and teach them how a product works. Product demonstration gives demonstrators the chance to show their knowledge skill and answer questions about the products. It boosts brand loyalty and helps in swaying the interest of consumers to the products and if they like it, increases the possibility of a repurchase.