The Covid-19 crisis has forced many retailers to renew their customer relations strategy and their advertising campaigns.commercial or promotional activities in shop.
Between very restrictive health and safety rules and social distancing, the very foundations of physical commerce are being shaken. New forms of relational experiences in shops must be put in place, by focusing on a transformation of the role of salespeople, but also on sales methods, which will ensure commercial development.
The consequences of the crisis on retail chains
Adapted opening hours, floor markings, compulsory wearing of masks, limitation of the number of customers, imposed circuits, presence of glass and plexiglass, distribution of hydro-alcoholic gel, the reception of physical shops is definitely no longer what we have always known. The implementation of the various health protocols has had profound and lasting consequences for commerce, which is increasingly tending to become digital and multi-channel (drive, click & collect, internet site, etc.).
The shop has changed its face and adapted, also becoming a collection point or a relay point. These new sales practices that have developed are now becoming the norm and allow many shops to maintain their activities by limiting the loss of turnover.
Nurturing customer relations in a different way, to strengthen sales actions
At a time when shop teams are doing their utmost to guarantee quality of service while focusing on health issues, customers' new relational expectations are growing.
The two confinements have only exacerbated their need for a listening ear, a social link, personalised advice and conviviality, which are the very foundations of thecustomer experience.
There are several actions that can be taken by vendors who must be able to combine security and customer relationshipwhich remain the top priority.
The sales staff must, through an enthusiastic and dynamic commercial animation and an excellent knowledge of the products and the brand, become experience carriers, even before the customer enters the shop.
The wearing of a mask, combined with social distancing, encourages the optimisation of communication, mainly in the eyes, gestures and voice, in order to give the consumer the added value of contact that he or she expects.
Sensory marketing and showrooming, the cross-channel match
Playing a central role in encouraging the worried customer to return to the shop, the showrooming and the sensory marketing allow shopping to become a leisure experience again while sustaining business development. It is therefore very effective to transform the in-store experience into an entertainment strategy cross channel through demonstrations, special events, pop-up stores, but also opportunities to discover new products that will allow the customer to find a more experiential universe.
Bose has understood this: in 2018, 2019 and again in 2020, Bose has been nominated and rewarded at the Best Brands ceremony, which rewards brands for their dual economic and emotional performance. Because emotion is what counts today.
In-store customer experience through our Bose animations
Bose has entrusted us with the animation of In-store sales corners. Specialising in the field of sound, this company is one of the leaders in its market. It offers top-of-the-range products that guarantee optimal listening quality: headphones, Bluetooth speakers, headphones, connected glasses, sound bars and home cinema systems for a remarkable sound environment.
The sales corner is a space that offers very high visibility to the brand. The setting up of thiscommercial animation allows the customer to test the products and to see the quality of the sound. The presentation and product demonstration have a real added value for the customer, both in terms of reassurance and confidence.
With the health crisis, consumers' priorities have changed, putting into question the outings and holidays compromised by the health context. Theatres closed, studios at half mast, big budget films sent to platforms, etc. "Covid anticipated the "pleasure" purchases that would probably not have happened so soon or so quickly. Customers wanted to look after their comfort during periods of confinement and still today, as many spend more time at home. It's probably a way of trying to experience cinema-like sensations at home.I'm not sure if I'm going to be able to do that," says Christophe, a Bose demonstrator at the Boulanger Eragny shop.
The key role of the sales demonstrators
The demo vendor goes to meet the customer with a new form of commercial intelligence. In addition to his skills and knowledge of the brand and products, he must move from the action of selling to a stronger, more human interaction. The objective is to make the customer want to buy, while initiating the loyalty process.
The boundaries between salesperson-demonstrator, coach or ambassador are becoming blurred. This new approach to the profession of point of sale salesperson remains a formidable growth lever that allows brands to differentiate themselves and build consumer loyalty creating more proximity, in real life. And in the end, a unique experience that he would not find anywhere else.
In conclusion, although many shoppers are increasingly turning to e-commerce sites in these uncertain times, physical shops can still benefit from new expectations and changing consumer behaviour. It is likely that innovation will be in the development of multi-channel commercial systems, to be able to both continue to meet their needs and also the challenges of brand loyalty and shop traffic.
Would you like to know more about our point-of-sale activation services ? Contact our sales department: co************@*******pe.com.
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