The Rise of In-store Marketing...

With the penetration of 5-6% in India market, there lies a great opportunity for the AC industry. Companies have already realized this and this led to increasing number of AC brands in the market; and this is bringing the heavy competition in the market, while in parallel with the technology the complexity of customer buying journey is increasing rapidly.

However, there are many solutions that currently brands are putting forth, such as digital experience, ease of payment, IOT features in product, price strategy, brand activations, etc. Nevertheless, a single channel that was not leveraged enough is...

....In-Store Marketing!

Here we shall know how an innovative in-store marketing can help the sales of Air Conditioners.

The Idea!

When a customer walks into to Air Conditioners section, walking by the wall where different Brand ACs are mounted….

...the moment customer approaches the AC, they will be surprised with the product greeting (detects through sensor) the customer and introducing itself with all the information of the product visually(backlit & frontlit display) and auditorily (sound - audio message) 

FAQS

1. Will it create disturbance? - Not at all!

• The TalkingBox is intelligent enough to understand if someone is not in front of it for any particular time and stop accordingly.
• It has a volume controller to reduce or increase the volume manually
• It can also come with dual modes; interactive mode and all-visual mode. In all-visual mode it can simply showcase the AC with more front lit lighting without any detection or sound.

2. How does it work? - It is plug and play!

3. We’ve promoters, do we need this?  Very much, indeed!

• The TalkingBox is not substituting your promoter, it is empowering your promoter by driving more enquiries (giving a reason to customers to interact with the promoter by asking “what is this?”).  This also enables cross-selling or upselling apart from brand and product awareness 

4. We’ve no promoters, do we need this?   Yes  :-)  

• The If one product is giving you Visual Merchandising, in-store marketing, brand
• recollection, product awareness, would you not want it?

The Product Dimensions and structure has been designed with the space and format constraints and opportunities.

GUESSTIMATION

Estimated Additional Sale = Avg Product Price x Foot falls x Head-turns x Conversion

Example: Avg product price: 35000 Rs/-   

    Foot fall per day: 50/day 

    Head turn rate: 50% 

    Additional Conversion rate: 3% (people who were planning to buy our competitor AC)   

    The estimated Additional Sale =35000 x 50 x 0.5 x 0.03  => 26,250 Rs/day

                                                                                 = 7,87,500 Rs/month per Store

• Head turn percentage depends on the placement, premises, creative visual and the audio message. Well presented campaign can bring head turns from people as far as 20 feet also.

It's time for brands to be on toes, because the game has already begun!