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Retail transactions done online afford customers, wholesalers, retailers and even the manufacturers, the luxury of conducting business anywhere at their own convenience. With speed and accuracy, operations can be carried out smoothly - one can therefore see the dilemma traditional independent grocers face. The concerns about falling traffic in your stores are very real as over 71% of consumers trust that they can find better prices online. So how do you as a traditional retailer survive and most importantly thrive amidst the disruption and turbulence caused by ecommerce? The first key to survival is to retain and increase foot traffic in your store. The good news is that 94% of retail sales are still conducted in brick and mortar stores. Even with the ease of ecommerce, people still prefer a physical experience, a relationship, an interaction with the product or the retailer. This is what defines us as humans - our desire to interact. The Major Keys to Survival in this Volatile Retail EnvironmentOne of the best strategies to boost number of customer visits in your stores is to leverage this human desire to interact and to discover new experiences. Try to re-imagine your store as an event space which your customers see as being a fun place to visit - not just the place they need to go for weekly provisioning. Promoting limited time price discounts (TPR) on popular and well known products only leads to erosion of margin. “If consumers come to expect price cuts as the rule rather than the exception, then price promotions lose their ability to boost sales and become unprofitable. “ Consequently, one of the major keys to survival in this volatile retail environment is the creation of exceptional customer experience in your stores. Retail leaders realize that customers now have a plethora of choices available to them. Surely, the store that provides the best experience is certainly where the customers will throng to. In essence, the traditional grocers have the advantage over ecommerce giants in providing quality customer experience through in store demo and other event based marketing strategies. According to a survey of 1,786 US grocery shoppers conducted by Food Marketing Institute. “Among all regular food shoppers, brick-and-mortar supermarkets continue to enjoy a clear edge over online grocery retail in perceived performance on key evaluation criteria, especially in providing fresher produce (a top store-selection driver) and better customer service,” According To a Survey With the ever dynamic nature of retail today, there is no way you can talk about improving customer experience without including in store demos. This refined tactic helps to draw customers, boost sales of demonstrated products and also improve the sales of other products in that category. To withstand the barrage of online competitors, you have to think of an in-store demo as a network of events rather than one elaborate show. Knowing the right product to demo, duration of each demo and location for the demo are very crucial to your stores survival. In order to measure the impact of in store demos on your stores’ Sales Per Customer Transaction, you have to consider
Promotional StrategiesUnderstanding 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:
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.
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Retail is one business that entails a lot of effort to succeed; you can't just wake up one morning, cook up a marketing strategy and expect to flourish. Some retailers currently find themselves in a bit of a fix when it comes to marketing. There are strategies involved in making your product stand out from the rest of the pack, especially if you sell products that can be experienced by the shoppers, you will need something more than just some ads to impress. Brand activation is the art of of driving consumer action through campaigns, brand interaction and experiences. As an upcoming or certified grocery store, in store demo offers are the most effective marketing strategies that help to promote a product. In retrospect, a successful in store demo makes for a strong brand activation. Product demonstration literally allows the shopper experience every bit of the product and what better way of knowing the quality than tasting it. A bit of a statistics to water your taste buds - in store sampling is known to increase sales by as much as 2,000 percent. Invariably, majority of those shoppers that experience the product go on to make purchase - the very essence of business. Therefore, it is not a function of how many ads you run - though still a viable marketing strategy, but the combination of in store demos would guarantee notable brand activation in the store, ultimately yielding to a spike in the store's revenue. Consequently, many retailers have adopted this form of field marketing and we will see why "one taste sells better than a 1000 ads". In-store Demos Offers These offers have a plethora of benefits to the retailer and the store. Not only does it help promote the product but an in store demo fosters connection. In store demo offers allow you to connect directly to the customer. Furthermore, interaction that spans within and outside the store can also emanate just from in store sampling. Consequently, with the relationship established with the shoppers, you can convert them into loyal customers, hence, the need for experienced brand ambassadors that will help push the right traffic for your product. In fact, the customer could even go about telling people about your product based on the rapport and experience at the product demonstration. The more your connection, the higher your sales. Also, in store demo offers afford customers the luxury of trying different varieties of your product. For example, if it is yoghurt you are trying to promote, you can bring different flavors some people have not heard, and let them try them. In-store Sampling Survey This survey is yet another reason to hop on the in store demo bandwagon. Let's check some facts. According to a study, more than a third of customers who tried samples said they bought the product during the same shopping trip. Put simply, more than three out of ten people bought the product after the product demonstration. Now imagine the numbers at the close of the store. You still want to get stuck on the numerous ad campaigns you ran before? In store demo offers also have the glittering reputation of not only increasing an item's sales but also boosting sales for all products in the line by as much as 177 percent on the day of the demonstration. This was according to a 2009 study, “Report on In-store Sampling Effectiveness”. Brand Ambassadors ChargesRunning numerous ads for your products can be time consuming and costly. In store demos are relatively low. Most brands pay $20-$35 per hour to Brand Ambassadors for promoting their products in the stores. Furthermore, there could be some additional charges to the fee if the influencer (brand ambassador) travels from a distance to the store. However, if this is becoming too hectic, you can have a fixed cost demo company as a partner. This will erase hassles that come with planning for a successful in store demo. Interestingly, you can get the attention of prospects through some field marketing techniques like coupons which go for less than a dollar. You might probably be thinking of how much you have spent on advertising online, but not to worry, it is not too late to add another weapon into your retail arsenal. Retail is a volatile business. Without the right techniques to guide you through, it may be a disastrous journey. In order to swim comfortably and avoid the treacherous waves of retail, you will need to carefully plan your in store demo. No one says that advertising does not work, but with in store demo offers, you have an extra lift above your competitors. This is particularly needed for retailers in the food industry which is highly competitive. It is either you do things creatively or watch others dominate the market. The affordability, ease and luxury in store demos provide the retailers and the shoppers makes it clear to see why "one taste is better than 1000 ads"©. Brands understand this standpoint, hence, the reason they appeal to the emotions of customers all around. Notwithstanding, there are still many intricate details to make the product demonstration a success. Some of which are getting quality brand ambassadors, the right location and having the right product. Finally, there is something that happens when you come in physical contact to the product or store. The experience cannot be compared to just watching on the TV or listening to the radio. So, we know why retailers and shoppers enjoy In store demo offers. FAQ WHAT IS PRODUCT DEMONSTRATION? A product demonstration is one of your best sales tools if you have a high-quality product. It is a marketing strategy that allows shoppers see what your product is really about. Here, there are no cameras, just the brand for people to see, feel, hear or taste depending on the type of product on display. Product demonstrations provide visual support to enhance the quality of your sales presentation. Prospects who are more visual or hands-on learners often need to see your product in action to fully grasp its value and potential. Product demonstration also supports what the brand ambassadors say or what the shoppers might have heard before they try the product. WHAT IS THE DEMONSTRATION METHOD? It is very easy to miss the mark when planning for an in store demo program. However, you should have some rules to guide you. Understand that each customer is unique. So, customize your in store demo to suit the customers. One way you can easily understand unique characteristics is by conducting research and getting information from the employees. Tell the customer's story. Let the customer feel attached to the product by providing information that links them to the product. Rehearse, rehearse, rehearse. Test everything beforehand. After the demo, close the deal. In store demos are used in department stores and grocery supermarkets in order to introduce customers to products and by doing this, increase their chances of purchasing the product. A retail in store brand ambassador showcases products and give potential customers the opportunity to experience, sample or taste the product. Demos can be effective in increasing sales if handled properly. As a retailer, you must be aware of your customers’ needs and make necessary provisions for these needs. One of the features of demos that can increase the chances of attracting potential customers is the cleanliness of the demo table and surrounding space. When planning an in store demo, put in mind the size of the store and create enough space between aisles and keep walkways free of merchandise. As much as a demo is meant to increase the probability of a customer buying a product, it can also reduce sales if there are cramped spaces in the store due to a product demo and it can turn off potential customers. Below are some of the important tips for a great in store demo: Engage Your ConsumerIn order to have a great in store demo that will add value to sales, you must be willing to engage your consumers. Speak with them and know more about their needs. The more people get to know you, the more they trust you and the more they are likely to buy your product. Most consumers make buying decisions based on their emotions and the more you connect with your potential consumers during in store demos, the higher their chances of buying your product and there is a likelihood that they might become loyal customers. Have a Great StoryDuring an in store demo, a product demonstrator must be able to inject anecdotes and funny stories instead of making the potential customers feel like they have been sucked into a sales pitch. For example, if the product is about kids and your potential customers have their kids with them, you can tell a story about how much your kids love the different flavors of the product you are demonstrating. This will make your demonstration more like a friendly conversation and it can make your customers stick around if you can find a way to relate to them and this in turn will increase their likelihood of purchasing the product. Have a Great Brand AmbassadorOne of the key features that can improve in store demo sales in any retail center is the in store demonstrator. An in store demonstrator is the one who introduces a customer to a product and helps them try it as well. The importance of a great in store demonstrator cannot be overemphasized. Customers will most likely prefer to listen to a friendly and knowledgeable sales person than an aloof and overly professional one. Having an air of friendliness and professionalism can improve customers’ willingness to buy a product. Pick Items that You and Other Staff Members Really LikeDuring an in store demo, your display of enthusiasm towards a product can increase the likelihood of a purchase. When you like a product and you have full knowledge about it and how it works, you will be very enthusiastic to introduce it to potential customers and your enthusiasm can be infectious thereby, prompting consumers to purchase the item. The next time you want to do an in store demo, choose a product that you like and watch your sales increase as a result of your enthusiasm. Have the Product NearbyAnother important point to note during an in store demo is the ready availability of the product. Consumers are more likely to buy a product if they can grab it right away than when they have to walk down the aisle to find the product. In case of the latter, there is a probability that they might forget about it by the time they get there. Have Adequate Knowledge About the ProductCustomers like to ask questions about a product and as an in store demonstrator, you must have adequate knowledge about the product as this will give customers the assurance that they are in good hands. When customers ask questions and they are not satisfied with the answers, this can decrease the probability of them purchasing the item. FAQsQuestion 1: Do In Store Demo Work?Yes, if carried out effectively. In store demos are a great way to bring customers in touch with products and if done in the right way, it increases sales and can also promote customers’ loyalty to a brand. Most consumers get stuck in the routine of buying the same products over time but in store demos is a great way to showcase new products to consumers and give them a taste of something different from their regular routine and this in turn might increase their likelihood to purchase a product thereby, increasing sales. Question 2: Who is a Brand Ambassador?A Brand Ambassador or a product demonstrator is a person who shows consumers how to use or sample a product and helps them try it. Often, a product demonstrator is a store employee and an expert on the product at hand. There is nothing more powerful than a great product demonstration. When done correctly, it allows the customers to see and feel how things will be better if they buy a product and it takes the skill of an experienced and skilled demo person to sway the emotion of potential consumers. A product demonstrator does not have to be necessarily expensive to afford instead, any member of the staff who has adequate knowledge about the product and has an aura of friendliness and professionalism can be a good demo person. The person must be enthusiastic, outgoing, well spoken and quick to learn. The person must possess good communication skills and must be able to draw from personal experience during a product demonstration.
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