It is no secret that the retail industry has been struggling as it tries to compete with online shopping. For many, e-commerce is thought of as a cheaper, easier and more efficient alternative with its smart search capabilities and never emptying stockroom. But the retail industry is waking up to the realisation that there is one area where online shopping can’t compete – and that is in retail experience.
In-store product demonstrations lie at the core of retail experience. However much online retailers try to give shoppers insight into the products they’re browsing, nothing compares to a personally delivered, face-to-face product demonstration. An immersive product demonstration, delivered by a product expert with an approachable and enthusiastic personality, is hugely effective in moving consumers from the browsing stage to purchase for big ticket items.
But product demonstrations offer even more than sales support, because they double up as a personal and immersive brand experience – which is powerful for shaping consumer opinion in the long term.
At Mash we have huge experience in managing teams of in-store product demonstrators, with excellent success in both brand building and sales. We have managed the Lavazza Sales Demonstrator programme since 2009 and the team now numbers 40 people and delivers over half of Lavazza’s A Modo Mio sales in the UK. Our team gives immersive product demonstrations in John Lewis, Selfridges and House of Fraser stores nationwide.
We also manage all the staff working at Samsung KX – the global tech company’s flagship brand experience space at Kings Cross. Following an immersive 4 week training programme, our team of 80 retail experience experts engage with visitors every day, introducing them to the Samsung range via a variety of exciting and personal product demonstrations.
We also helped Dyson launch the Dyson Supersonic hairdryer by recruiting a team of 60 retail experienced hair and beauty specialists to give in-store product demonstrations in John Lewis, Selfridges and flagship Boots stores. The Supersonic is an exceptional product, but also carries an equally unique price tag. By giving shoppers a personalised and immersive product demonstration, our staff showcased its value – and in so doing, smashed their sales targets.
At Mash we manage in-store product demonstration teams for a number of major global brands from Samsung and Lavazza to Beats and GHD. If you would like to discuss your retail product demonstration needs, please get in touch.