Successful sales promotion helps improve the customer experience by creating an engaging environment and meeting consumer expectations. Both aspects are crucial for building customer loyalty and driving brand sales .
In this article, we will see what are the ingredients that promote a memorable “ Customer Experience ” and we will illustrate them through concrete examples that we have carried out in the food sector…
1. Define the objective(s)
While the main aim of any sales promotion is to increase your turnover, other objectives may also be considered:
- To promote a new product as part of a launch campaign
- Demonstrate a product for which you want to boost sales
- Retain customers and upsell
In any case, your goals must be SMART : Specific , Measurable , Achievable , Realistic and Time- bound.
2. Know your target audience
Understand your customers’ preferences, needs, and expectations. Adapt your presentation accordingly to pique their interest.
3. Choose the right time
Select a suitable time for your event, such as busy periods or special days (weekends, holidays, etc.).
4. Create an engaging experience
Design an animation that offers a unique and memorable experience. This can include product demonstrations, interactive games, tastings, and more.
5. Focus on Visibility / Dramatization
Make sure your promotion is clearly visible inside the store to attract customers’ attention. Use posters, promotional stands, or attractive visual elements.
6. Special promotions
Offer special offers, discounts, or giveaways to encourage customers to participate in the event and make purchases.
7. Use social media
Advertise your event on social media to create buzz before the event. Encourage guests to share their experiences using specific hashtags.
8. Personalize the interaction
Brief sales staff on how to interact with customers in a personalized way. Attentive and personalized service can strengthen brand loyalty.
9. Evaluate and adjust
Collect feedback during and after the animation. Use this information to evaluate the success of the action and adjust your approach for future animations.
In summary, the key to successful sales promotion lies in understanding your audience, creating an engaging experience, promoting effectively, and continually adapting based on feedback.
PRACTICAL CASES
BRAND : PICK UP! (Chocolate biscuits)
CLIENT OBJECTIVE : launch of new packaging
TARGET AUDIENCE : buyer: mother and consumer: pre-teens (core) and adults
CREATE AN ENGAGING EXPERIENCE : distribution of samples and tastings, awareness of the new cardboard packaging (eco-responsible approach vs. the old plastic packaging).
PERSONALIZE THE INTERACTION : the facilitator’s mission was to explain the new launch while distributing the sample. The old packaging (strip packaging) changed to a cardboard box that can be recycled.
VISIBILITY/THEATRICALIZATION : t-shirt, totem, table cover, promotional stand, displays. Location: central aisle / promotional aisle.
SPECIAL PROMOTIONS : 8+2 free
CHOOSE THE RIGHT TIME : animations carried out at the beginning of September (back to school) for children’s snacks at school and at the weekend to benefit from more traffic.
EVALUATE AND ADJUST : report via the CD PUB application: number of customer contacts / number of tastings-sales / product knowledge / consumer opinions / Remarks or suggestions for improving sales.
BRAND : PHILADELPHIA (Spreadable Cheese)
CUSTOMER OBJECTIVE : To introduce new products and rediscover best-sellers, and to increase promotional sales.
TARGET AUDIENCE : Family.
CREATE AN ENGAGING EXPERIENCE : Our facilitators were tasked with promoting the products and getting consumers to taste them and share their inspiration.
PERSONALIZE THE INTERACTION : Sharing festive recipes and distributing flyers at the time of tasting.
VISIBILITY/THEATRICALIZATION : 1 Philadelphia stand, personalized apron, specific furniture. Location: at the TG level (end of gondola) near the self-service fresh produce section to encourage purchases.
SPECIAL PROMOTIONS : 50% off the purchase of a 2nd product.
CHOOSE THE RIGHT TIME : tastings week 44 (Before Christmas for end-of-year recipes, Toasts, etc.)
EVALUATE AND ADJUST : Report via the CD PUB application: number of tastings-sales / product knowledge / Comments or suggestions for improving sales.
BRAND : BOFFERDING
CUSTOMER OBJECTIVE : To offer consumers a unique experience, allowing them to experience the most memorable moments of Luxembourg’s festivities while enjoying a refreshing Bofferding.
TARGET AUDIENCE : Adults (18+) / Beer lovers
CREATE AN ENGAGING EXPERIENCE : Present the limited series of bottles specially designed to celebrate Luxembourg’s key events and traditions with tastings.
PERSONALIZE THE INTERACTION : Possibility of receiving 1 “Collector” bottle – limited series (amateur/collector).
VISIBILITY/THEATRICALIZATION : Personalized stand, bottle-shaped totem, displays, T-shirt, collector bottle samples. Warm sales area (shopping atmosphere) with lockers. Location: in the central aisle or promotional area.
SPECIAL PROMOTIONS : 2 packs of 33cl or 2 12x33cl lockers or 1 24x33cl locker = 1 free collector bottle.
CHOOSE THE RIGHT TIME : Weekend in June (before the height of the summer period).
EVALUATE AND ADJUST : Report via the CD PUB application: number of tastings-sales / most sold and least sold product / remarks or suggestions for improving sales.
BRAND : MILKA & COTE D’OR
CUSTOMER OBJECTIVE : to encourage consumers to buy Milka & Côte D’Or Easter products by offering Easter eggs to taste
TARGET AUDIENCE : children (Core) and adults.
CREATE AN ENGAGING EXPERIENCE : Milka and Côte d’Or Easter egg tasting.
PERSONALIZE THE INTERACTION : 1 free ice cream mold with the purchase of 3 Milka Easter products.
VISIBILITY/THEATRICALIZATION : 1 Milka stand, 2 Easter baskets, 1 Milka apron. Location: Promotional area.
SPECIAL PROMOTIONS : 1 euro discount vouchers per customer with the purchase of 3 x 100g or 1 x 350g.
CHOOSE THE RIGHT TIME : Weekends in April and late March just before Easter.
EVALUATE AND ADJUST : Report via the Customer app: number of tastings-sales / product knowledge / remarks or suggestions for improving sales.
BRAND : DELACRE (chocolate biscuits)
CLIENT OBJECTIVE : To present the new range of Delacre biscuits.
TARGET AUDIENCE : Young adults and families
CREATE AN ENGAGING EXPERIENCE : tasting the range of biscuits.
VISIBILITY/THEATRICALIZATION : personalized stand and apron. Location: near Delacre in-store displays.
SPECIAL PROMOTIONS : Cactus flyer promotions with 1+1 free on chocolate biscuits and cookies and 20% off the marquisette.
CHOOSE THE RIGHT TIME : weekends in June.
EVALUATE AND ADJUST : report via the CD PUB application: number of tastings-sales / most and least sold product / comments or suggestions for improving sales.
In conclusion, sales animation represents a dynamic and versatile strategy aimed at stimulating a brand’s commercial activity at the point of sale. Beyond the primary objective of increasing sales, it stands out as an effective way to introduce new products, revive interest in existing items, and above all, establish lasting relationships with customers. By investing in creative, tailored, and customer experience-focused approaches, companies can not only attract new consumers , but also retain their existing customers, thus creating an environment conducive to continued growth and long-term prosperity.