Sage Appliances

- Sage by Heston Blumenthal

To support the UK launch of Sage Appliances new, premium home appliance range Sage by Heston Blumenthal, iD recruited and trained 40 dedicated in-store demonstrators. Demonstrators bring the unique product range to life at point of purchase to drive sales and show just how enjoyable cooking can be.

How it works

  • Bespoke staff selection and training in both product knowledge and advanced sales skills
  • Coverage across 15 department stores nationwide including John Lewis, House of Fraser, Selfridges and Harrods
  • Due to sales success just before Christmas Sage were featured in John Lewis Oxford Street's flagship window display, further driving footfall in-store
  • 16 unique kitchen appliances ranging from £80-£1,200

The Results

In the first year:

  • Over 40,000 consumer interactions
  • 26,000 live demonstrations nationwide
  • 20% conversion to purchase from demo
  • £6m generated in product sales
  • 133% uplift in the Sage Pro-Juicer range

Client Testimonial

“We really want to focus on how much our products can provide the simple moment of brilliance in the kitchen and need in-store ambassadors who are passionate about food. iD’s in-store ambassadors bring our products to life at the point of purchase which was integral to the launch of our products into the UK market.”

Sales & Marketing Director UK, Sage Appliances

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