Philips Sonicare – Shopping Mall Demonstrations

Background

• To demonstrate the features and benefits of the Philips Sonicare toothbrush and increase sales during the peak Christmas trading period

Approach

• Teams of 3 demonstrators and 1 team leader were employed to present for 2 days during December in 8 large shopping malls across the UK
• Demonstrators were given data capture forms to record the details of every person they showed the product to
• One team manager was employed to be available should the teams encounter any problems
• Each team was targeted to conduct 48 demonstrations every hour.

Results

• 10,000 approaches made leading to 5,182 presentations (average 648 each shopping centre) 3% presentation to conversion ratio.

 

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