Question

Topic: Advertising/PR

Innovative Ways To Sample Fragrance Ancillaries

Posted by Anonymous on 7/21/2015 at 9:34 PM ET 250 Points
Hi all- I'm doing a school project and am stuck on a way to engage the consumer in-store by using demonstration. I am specifically focused on ancillaries (shower gels, body lotion, etc) since the fragrance portion is already established. Im looking for small event ideas or everyday ways to demonstrate the products. All ideas are welcome even if they are simple, that's the best way to spark up more ideas!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/21/2015 at 11:16 PM Accepted
    Looking at companies whose products you admire, what have they done? If you're not sure, I suggest a trip to your local mall and chat up the beauty salespeople for their knowledge/experience.
  • Posted on 7/22/2015 at 6:45 AM Author
    I haven't seen anything very innovative, just new ways of setting the products on the table. I think the key is to engage the customer and I haven't seen anything that really does this
  • Posted by Mike Steffes on 7/22/2015 at 9:54 AM Accepted
    Maybe the customers are too busy to be engaged as your hypothesis ("the key is to engage the customer") posits.
    The basic goal is making more money on the products...it may be possible that better, more eye-appealing displays are the best way to do that. It's fine to investigate engagement, but it is good to keep your eyes open to the business picture too.
  • Posted by dalcid on 7/22/2015 at 2:49 PM Accepted
    One can't really test ancillaries at POS because they involve parts of the body that might not be accessible; if you want to engage a customer you need to present a solution to a problem - how do you do that in only 2-5 seconds?

    One idea might be to create an interaction presentation (given on a tablet or some other touch screen) where the user is asked a flowchart of questions that eventually arrives to an ancillary that is right for their resulting "condition" or preferences. Yes, this does mean that your company needs to have a varied product line to meet these different demands (or at least blends of them), but it's an engaging way to let the customer to control the sales process and eliminate the person to person interaction (which to many is a dealbreaker).
  • Posted by Shelley Ryan on 8/5/2015 at 7:01 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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