Scholl

The purpose of the demonstration days was two-fold:

Demonstrate the Scholl products in 50 Boots Stores.
Encourage sales.

It was vital that these days were a success, as this would ensure that stores uplifted their stock on a permanent basis.

'Mystery Shopper' checks were made on stores by employees of the principle to ensure that the promotion ran smoothly.

Background

Scholl are a large company with many products under their belt. Their products are predominantly personal items for the body, from head toe. We needed to put together a PR campaign for them in 50 Boots Stores promoting Neck Massager with sound, Heat & Massage Wrap, Percussion massager and Foot massager with heat.

Aim of the Program

To demonstrate their range of massages products. To show customers how beneficial they are.
To show customers how easy they are to set up and use at home.
To encourage customers to buy as Christmas presents.

Key Elements of Demonstrations

Five day events running from 10am to 5.30pm
The top 50 Boots Stores
Consumer event
Target Audience 18 Plus

Timings

The demonstrations took place from 10am to 5.30pm.

Personnel arrived at the stores at 9.15am in order procure a table and chair (all stores were notified of this requirement) to unpack their demonstration kits set up the demonstration area.

They were allowed 1 hour for lunch. There were also two 15-minute breaks.

Once the demonstration was over, it was vital that the personnel repacked the demonstration kit box in front of the store manager and have the contents form signed off by the store manager.

Results

In the week of the promotion sales increased by 100 %. On the actual days of the promotions, many of the stores were left without any inventory due to the success of the promotion.

Our View

We feel that the promotion was a great success. One of the main reasons for this was the timing (2 weeks prior to Christmas) and the type of product that shouts 'use me and feel the benefit'. EEP event managers were in store prior to event, to encourage displays of product next to demonstration site. Consequently customers tried, liked and purchased.