Retail Reality-Product Demos-and You
Remember when owning a decent stereo was a major life goal and when shopping in a hi-fi store was fun? We are unapologetically nostalgic for the days when retailers actively sold A/V products; when the salesperson knew the products and could give a powerful demonstration. You know, someone like Buck. Sorry to break the news but, like Peace and Love, those days are gone and not coming back.
The big box and sometimes even the specialty retail floor is now
about the fast & easy sale. The salesperson, if you can find one,
was selling shoes yesterday and is non-commissioned, under-
trained and poorly motivated. Commodities dominate this self-service environment. Why would a consumer pay more for a premium product over entry-level when there is no demonstrable difference?
That’s why you need to think seriously about investing in point-of-
sale displays to showcase your product.
Point-of-sale displays are either used for fixed-length sales promotions or for product showcase/demonstration. Promotional displays are temporary, disposable and usually passive, the later is typically an active display that gives the consumer a real demonstration and sales pitch. Showcase displays are designed and built to withstand heavy use for a year or more.
Yes, good showcase displays are expensive, but can make the difference between sales success and utter failure. A great POS showcase display can raise your product from anonymity in a sea of commodities and allow it to STAND
Drawing attention to your product and you brand
Walk into any electronics store; what do you see? A sea of products. Customers are bombarded by choice. Pick any category and there will be dozens of products, each claiming to meet the customers’ needs. The customer is confused by all the choices and, by the minute, becoming less likely to buy. Amongst that visual overload, you have a brief moment to catch the customer’s eye. Nothing does that better than well-designed product display. It creates awareness and an emotional impression of your brand and product. It positions you and your product above those around you, giving the customer confidence and reason to buy.
Connecting you and the customer
There are good reasons for customers to choose your product over competing products but how are they to know? You can’t count on having a salesperson available to guide the customer to your product. Even then, how many have the training to sell your product’s unique benefits? A great active display puts you in direct contact with the customer, telling your story accurately, without filters. A great interactive display can educate, excite and close the sale.
Telling your story as only you can
No one can communicate the value of your products and brand better than you. An active display lets you control your message and do a demo that closes the sale. The best displays communicate your unique product benefits clearly and memorably.
Effectively demonstrating the product
Demo the product - close the sale. Whether the demonstration is audio only or audio-video, the demo is the tipping point, the way to an emotional connection with the customer. The demo will make or break the sale.
Anyone who has ever been to an audio show knows that good demos are rarer than hen’s teeth. Selecting demos that showcase your product in the best light while engaging the customer is not as simple as choosing your favorite Beatles song. It requires a unique skill combining the ability to understand and highlight product’s strengths while minimizing its weaknesses with showmanship.
Increasing the perceived value of the product
Actions speak louder than words. Everyone is suspicious of marketing claims. Comparative measures are impossible since specs are misunderstood and not reflective of a product’s true performance. But we believe our eyes and ears. Point-of-sale displays let the customer judge the product's virtues first hand, elevating your product and separating it from the competition, giving the customer justification to step up from commodity products.
Leaving a lasting impression
You can’t sell every customer even with the best interactive display. But your display will have done the next best thing, It helped you make an emotional connection with the customer and become an authority that the customer will not forget the next time they are shopping or when a friend asks for advise.
In subsequent articles, we will discuss the elements of an effective point-of-sale display.
About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace.
WE KNOW CE.