LOCTITE DEMOS AT ASDA

To build and effectively activate the Loctite Second Chance Roadshow, with the use of experiential product demonstrations, fun interactive game participations, social media and on the day sales incentives; initially across a range of flagship sized ASDA supermarkets.

  • Create & tour the Second Chance experiential demonstration roadshow 
  • Build of interactive ‘up cycled’ event area with interactive activities
  • Team of trained demonstrators & ambassadors reach Asda shoppers
  • Live repair demos show shoppers ease of use on variety of items
  • Fun digital game to embed usages in an engaging & memorable way
  • Shoppers encouraged to purchase, use and post onto social media for prizes
  • Flexible tour schedule, activated on peak shopping days each week

THE SOLUTION

Flagship Supermarket Tour

  • Primary tour was focused on largest sized Asda supercentres across the UK for demonstration activities on peak shopping days of Thurs / Friday / Saturday / Sundays.
  • With event sites officially booked with Asda diary management, the sampling team organised flexible tours that covered the North / Midlands / London.
  • The Event area was located in front of retail entrance to reach all shoppers on arrival to maximise the consumer outreach and engagements.

Impulse Sales Activation

  • The demo team arranged sales stock uplifts in advance with account managers to to set up FSDU with pricing for impulse purchases.
  • Shoppers were directed to regular aisle location in all stockists with optional sales deal offered on live event days to increase sales e.g. Buy any pack in store and get a free gift from the team on exit.
  • All purchases made by the customers went through the store tills to maintain transparency and security. It also acted as a proof of purchase to show for customers to claim a reward.

Social Media Content Creation

  • Brand ambassadors created user generated sharing opportunities with consumers and encouraged them to share their repairs done by the use of NPD on social channels.
  • Advance notices of tour schedule were shared in advance along with daily posts to show brand’s arrival on each location to engage the online masses.
  • The content creation team encouraged the consumers to post and share photos, videos, vox-pops and updates with the brand hashtag to raise online brand awareness.

Experiential Event Area

  • The branded event area was the star of the show, and as well as being the eye-catching, it drew customers straight over to the team. It was a sectional construction enabling quick and easy daily set up for outdoor or indoor use.
  • Digital touch screen TV on stand with interactive learning game added to a successful event site with a glue expert, leaflets and POS.
  • POS signage with CTAs were used to encourage immediate purchases and social media prizes for the shoppers. It drew customers straight over to the team.

RETAIL SALES RESULTS

Engagements: Over 12 days of demonstrations, 10,850 customers engaged with the team, achieving a 63% conversion rate from introduction to conversation.

       Sales: 930 coupons were distributed with 508 immediate sales in 3 weeks, equating to 55% coupons immediately redeemed in-store.

Engagements: Across 12 Asda stores, the team engaged 302 people with the total of 221 demo activities and 239 people with fun digital quiz activities in 2 weeks.

  Sales: With an average of 904 conversations per day, the demos activated per day average sales of 42 units and peaking at 103 in one day.

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