EXPERIENTIAL: Shopping centre roadshow: Philips at Westfield
To influence purchase intent, there’s nothing more effective than taking the product to the customer; especially at Christmas time.
And, there was a double-whammy here! Philips had two sets of customers to satisfy; the general public and Boots.
Philips wanted to raise awareness of their products as Christmas gifts and drive sales through Boots. Members of the public could visit the stand and actually try the products for themselves. The loop was completed as the visitors could then go straight into Boots to purchase the product that they had just tried. And, just to give them that little extra incentive, they could present their sales receipt to the Philips team on the stand to receive a mystery prize, there and then.
The products being experienced included men’s shavers and even electric toothbrushes. (And yes, that meant having running water and a sink in the middle of a shopping centre, where there was no permanent plumbing!)
OUR TAKE ON EXPERIENTIAL:
Recent research suggested that most consumers wishing to purchase a television set had not decided exactly which make/model to purchase before they visited the high street electrical retailer â€“ but that they did make their decision, on average, 35 minutes after entering the shop.
A decision-makerâ€™s purchase/selection intent is greatly influenced by the experience of interacting with the product at first hand.
Itâ€™s not just what you say or show thatâ€™s important â€“ itâ€™s also how your customersÂ feelÂ havingÂ experiencedÂ what you have to offer.
Think about moving home â€“ certainly, youâ€™ll have a check-list of must-have attributes for the new residence, but as property experts will comment; the house-hunters are also looking to buy into theÂ lifestyleÂ that they perceive the new home will give them.
So, we encourage our clients to consider the entire customer journey, so that every aspect of the product experience is brought together in concert to add strength and presence to the productÂ andÂ brand.
We produce the format and the platforms for the means to take the product to the target audience and then for follow-up contact and regular updates to keep the product (and brand) front-of-mind.