While the recovery is gradual, thanks to the health and safety measures put in place, such as training in best practices, the provision of equipment and adapted in-store processes, commercial events have been able to resume in supermarkets.
Everything is done to reassure consumers who are looking for excitement and new products on the shelves.
We must adapt to the context!
Indeed, sales representatives have had to adapt their habits, their behavior and even their sales pitch … To do this, they need to be supported and given the means to work in the best possible conditions.
At CD PUB, our staff are trained on the health protocols and procedures to follow in various major retailers. A safety kit is provided by the retailer or brand (or by ourselves): masks, hand sanitizer, and cleaning wipes.
A consumer delighted with the return of commercial events
Consumer fears were quickly allayed by the safety measures put in place and the barrier gestures practiced. So much the better! Because consumers now yearn to reconnect, to the human contact they were able to maintain before the health crisis, and despite wearing masks and social distancing, this contact is happening naturally and without any particular constraints.
So of course we are not yet talking about in-store tastings but rather product demonstrations (Hard Selling), but it is already a first step in a return “to normal” that consumers are eagerly awaiting.
The sales pitch is, however, slightly different from “before”, namely that the sales representative takes more time to interact with the consumer who has been lacking contact for some time and to reassure them by listening and offering advice . Brand activation is very popular with customers who are now looking to bring a little novelty to their shopping lists, which until now have been very stereotyped by “essential” purchases.
The host, an essential ambassador for the brand!
The time has not yet come when we can do without in-store animators, especially to present promotional offers. Indeed, given the context and to limit contact, paper media are limited (magazines, catalogs, discount coupons); this is why the animator has a full role to play : relaying new products and promotional offers on the ground and reflecting the dynamism of the brand through his presence, his attitude, his argument, which make him a true ambassador of the brand !
Sales promotion is ideal for boosting sales of your products! (You can visit here to learn more).
A look back at a commercial event in a large Luxembourg store with Angélique, CD PUB presenter:
- ⭐ Brand : Dolce Gusto
- ⭐ Mission : Coffee machine demonstration
- ⭐ Equipment : Branded stand + safety kit (masks, gel and cleaning wipes after each use of the coffee machine)
- ⭐ Promo : Cashback on the purchase of a Genio machine + 6 free boxes of capsules
And to benefit from this promotion and limit contact with the customer, the latter must scan a QR Code or send an SMS with a code.
» I was a little apprehensive at the beginning of the event but I was very quickly reassured by the safety measures put in place by the store and the respect of barrier gestures by employees and customers, myself being properly equipped. I thought that customers would not come to my stand but that was not the case, a little hesitation for sure, but by starting the dialogue (even with the mask…) the barrier is quickly crossed.
I can’t do tastings at the moment so I discuss the use of the coffee machine and especially the associated promotional offer and the customers are receptive and even leave with their coffee machine. In the end, the day went almost normally and it was a pleasure shared with the consumer to reconnect.”
Angélique – CD PUB Presenter
