Frustrated by a Christmas 2020 marked by lockdowns and the closure of non-essential businesses in November, consumers, brands and distributors are keen to reverse the trend for Christmas 2021!
Indeed, the holiday season usually generates a lot of traffic in stores, particularly thanks to the shopping experience (shopper experience) which fully contributes to the magic of the end-of-year holidays: drama, decorations, promotions, good deals, etc.
How can you optimize this crucial period for brands and retailers? And, above all, how can you meet your sales, visibility, and awareness goals?
Answer? COMMERCIAL ANIMATION!
Indeed, commercial animation is ideal during the end-of-year holiday period because it meets all these challenges: sales development – purchasing experience – awareness – brand image
What is a sales promotion? Why use in-store sales promotions? How do you implement effective sales promotions?
What is a commercial animation?
Commercial animation (also known as “ Brand Activation ”) consists of promoting a product or a brand in points of sale (large-scale distribution, specialist stores or department stores) with the aim of triggering a purchase (brand activation) among potential customers.
It can take several forms: Sales-Advice, Tasting, Demonstration-Advice, Sampling/Couponing, Competition, Pop-up store (shop in shop)
Why carry out commercial events in supermarkets?
✔️ Launch a new product/service
✔️ Highlight your promotions
✔️ Boost sales of your products
✔️ Increase your notoriety
✔️ Enhance your brand image
✔️ Retain or recruit new consumers
How to properly prepare your sales promotion?
Using a specialized service provider to set up your sales promotions is a good idea, as it frees up your time to focus on your core business. However, you’ll need to ensure that all the necessary prerequisites are in place to ensure the success of the operation, namely:
The facilitator:
- Trained in sales techniques : prior training on the technicality of the products and the sales pitch must be carried out by your service provider or by the brand itself.
- Involved, smiling, persuasive , the presenter must demonstrate the best qualities to best represent your product or service. The presenter must be a true ambassador for your brand!
- Multilingual : he/she must also be attentive, available and multilingual (especially in Luxembourg) to be able to respond to all situations.
- Close and responsive : make sure that your service provider has a substantial sales force to meet all your needs and, above all, be able to respond to last-minute requests.
The organization:
With a specialized service provider, there is a good chance that they will offer you a “turnkey” solution for greater transparency and comfort:
- A single point of contact
- Rental of the animation stand
- Detailed reporting of the event (sales, photos, areas for improvement, etc.)
- Reception, storage and distribution of materials
- The Animation Briefing
- Possible travel expenses
- The creation of your promotional materials (counters, POS, outfits, etc.)
Reporting/monitoring:
Once the action is completed, ask your service provider to provide you with a complete report of the operation in order to measure your Return on Investment (ROI) :
- Clear and readable detailed report in PDF format
- A sales report for analyzing your ROI
- A comprehensive questionnaire on animation with suggestions for improvement
- A rating from the facilitator
- A photo report: Department / Stand / Presenter + Stand
