Case Studies - Bosch IXO Vino Product Demonstrations and Direct Sales

Client: Bosch

Brand: Bosch IXO Cordless Screwdriver

Campaign: Bosch IXO Vino - Product Demonstration and Direct Sales

Brief:

• To increase consumer product knowledge, educate on benefits and uplift immediate sales for the Bosch IXO Vino (power screw driver tool) within selected Focus DIY stores across England. This was achieved by using trained up teams of brand ambassadors, carrying out live product demonstrations and direct sales in store; targeting customers during the run up to Christmas.

Campaign Description:

• High calibre product demonstrators were selected from Link Communication's nationwide promotion staff database to promote and to demonstrate the new Bosch IXO Vino.
• Staff attended training days where they were given suitable background Bosch brand information, technical training on the Bosch IXO and direct sales training to help convert opportunities with customers when in store.
• The campaign was held in December over one weekend, on two of the busiest retail days (Saturday and Sunday).
• Full demonstrations were carried out showing customers how to set up and use the product.

Locations:

• The campaign was held in multiple Focus DIY stores simultaneously across the UK.
• The teams of brand ambassadors were located at the entrance to the stores, targeting customers on arrival and at the end of the power tool section, targeting shoppers considering power tools.

Branding:

• The sales and product demonstration team wore the Bosch branded t-shirts and wine waiter style aprons.
• They used the Bosch IXO Vino to carry out demonstrations, and used the various branded leaflets/product guarantees to create an attractive display and cover up competitor branding on the provided workbench.

Results:

• The teams sold an average of 8.2 units per store, equating to an approx 800% uplift, in comparison to 1.15 units sold stores without Link Communication's high calibre demonstrator support.
• Approximately 85% of all shoppers within Focus who were approached by the teams were happy to either watch a demonstration or discuss the range of Bosch products.
• During the rare lows in customer footfall, the teams took the opportunity to educate the store staff, so that the legacy of their presence lives on beyond the initial activity days.
• Every targeted store had sold out of stock (despite heavy stock in store prior to activity), so rather than losing out on other sales, the teams cross sold other products across the Bosch portfolio.
• The store managers were all pleased with the efforts staff provided; Yiewsley's Store Manager informed Link Communication that “It was a great weekend, excellent; we were 800% up on Saturday and 400% up on Sunday. One staff member sold all the other Bosch lines, after selling through of the IXO Vino. Sheffield’s store Manager, Mark Hague said “It was Fantastic, and staff did an excellent job”.