Audio Product Manufacturer Realizes 5X Higher Sales in National Retail Locations for New, High-End Electronics Product
Iconic audio product manufacturer lacked the brand advocacy resources to launch its new, premium, category-challenging product within a national retailer during peak holiday shopping season.
WHAT WE DO
Brand Advocacy
Experiential
Retail Sales
INDUSTRY
Consumer Electronics
RESULTS
5X typical sales
3X higher sales than side-by-side competitor
27X higher than non-event stores
Iconic Brand Lacked Advocacy Team to Launch Category-Innovating Audio Product
An audio product manufacturer needed to stimulate sales through a national retailer and longstanding MarketSource client for a new, high-end earbud product. Unlike existing formats that sit in the ear canal, customers wear the new product over their ears. The product, aiming to reshape the category, required significant customer education before purchase and a willingness to pay a higher cost. The manufacturer and retailer partnered to engage MarketSource to increase awareness for and sales of this new device.
CHALLENGES
Premium cost of new high-end, category-innovating products
Lack of customer experience with product created barriers to purchase
Heavy, hands-on customer education needed
27X
higher sales than stores that didn’t hold sales events.
KEYS TO SUCCESS
Experiential product demos
Energetic, proactive, in-aisle customer engagement
Highly trained sales team capable of educating customers and answering product questions accurately
Operational diligence
Highly Trained, Knowledgeable Brand Advocates Educate Customers, Drive Sales
We conducted a trial demo day sales event over the peak holiday shopping weekend in December in 30 stores around the country. During the two-day sales event, our representatives engaged customers, helping them try on the earbuds and envision themselves using the product in their daily lives. To set customers up for success with the products, we provided our reps with specific device training on the new earbuds and downloaded playlists, offering guests a personalized experience.
Real-World Results
5X Typical Sales
3X Higher Sales Than The Side-by-Side Competitor
27X Higher Sales Than Stores That Didn’t Hold Sales Events
100% Shift Compliance
MarketSource outperformed the competing vendor, who was onsite as an alternative option.