In this series we’ll be exploring the different elements that make a successful in-store demonstration campaign – from concept to evaluation. Firstly, let’s start with why product demonstration should be high on the agenda for any brand selling in retail.
In-store product demonstrations offer a real-time opportunity for brands to directly showcase, demonstrate, and promote items at the point of purchase - encouraging immediate sales. These demos allow sales representatives and experts to connect directly with the customer at a critical point in the sales funnel. The greater the connection, the higher the conversion.
Customers today want to have confidence in the products they’re purchasing, and physical product demonstrations are the best way to gain consumers trust, while reducing the perceived risk associated with investing in something new. So how exactly do in-store demonstrations work to maximise consumer-brand interaction?
Live product demonstrations offer visual support to enhance the quality of a sales presentation. Hands-on prospects prefer to see products in action in order to grasp their value and potential - particularly if the unique features of that product are its key selling points. The ability to experience a product, rather than just glance at it, is more appealing to customers than any sales pitch.
In any marketing strategy, brand positioning allows companies to communicate with customers and express the unique features of a product. In-store product demonstrations allow for this un-interrupted communication to take on the value of face-to-face interaction, helping merchandise to stand out in a competitive market.
Prospective customers like to understand what they're buying, and product demonstrations allow them to closely inspect products and services, while helping to determine how that item could assist them in managing problem points in their own life. At the same time, this interaction allows consumers to access the proof they need to believe that a product really works. Some buyers have an automatic distrust for salespeople, but showing what your product can do, and allowing the customer to experience it first-hand, lets them establish the quality for themselves.
Finally, an in-store demonstration also allows brands to combat product concerns that a buyer might have. Prospects often come into a store with misunderstandings or preconceived notions based on things they have heard through word-of-mouth. If your prospect doubts your claims about performance or quality, a demonstration can be the perfect way to ease those concerns.
A live in-store interaction in the form of demonstrations and conversations is a vital component in a live marketing strategy. Product demonstrations provide an interactive and intimate exchange between brand and customer which has the potential to increase sales significantly, as well as capturing the attention of new prospects.