Proof Point - Activity Superstore
Long-standing ProCo customer Activity Superstore (AS) offer gift experiences to suit every occasion via its own website (www.activitysuperstore.com) and in-store sales which includes reseller branded items.
AS approached ProCo in October to help with boosting their Christmas in-store experience pack sales, by supporting two in-store stands during the festive period at Debenhams, one in Sheffield and one in Milton Keynes.
These impressive AS branded stands had a number of eyecatching ways of attracting potential purchasers of their gift experience packs, including a F1 racing car replica and VR shows immersing the viewer into a hot air balloon ride or edge of seat rally drive.
However AS wanted to seek a way of engaging even more intimately with potential purchasers in order to help close the sale. Given their experience with personalisation and their clear understanding of the experience-led sale, ProCo were asked to pull together an easy solution that allowed packs to be personalised with a suitable message to the lucky recipient by printing onto a suitable adhesive label, all onsite on the stands themselves.
ProCo set up two bespoke ‘kiosks’ which housed the relevant printers and an iPad to type the message and chose from a number of predesigned templates to match to the experience pack buying purchased. The technology was simple to use, required minimal training and was run by the stand sales team themselves, without any other input required.
Activity Superstore were delighted with the results. The ability to virtually instantly turn a generically packed gift into something personalised for the intended recipient, clearly resonated with potential purchasers and helped the gift experience provider engage with its audience.
Shaun Powell, AS CEO said
“This initiative has helped us to increase footfall to the stands and we saw an uplift in sales of 26%. Furthermore, Debenhams themselves are big advocates of offering a personalised experience and we are delighted that they have asked us is to roll out this initiative next Christmas in over 20 of their stores.”
It is safe to say that personalisation has been making waves in the marketing industry. Perhaps the most well-known example is Coca-Cola’s “Share a Coke” campaign. It launched in the UK back in April 2013, and saw Coca-Cola grow its Facebook community by 3.5% and globally by 6.8%.
But the campaign also reversed declining sales for Coca-Cola. Thanks to the campaign, CocaCola’s value sales increased 4.93% year on year to £765 million in the 52 weeks to 17 August, according to IRI Worldwide data. Sales of all colas in the UK grew 2.75%, all carbonates 3.11% and the total soft drinks market’s value sales increased 2.36%.
The reason for brands wanting to pursue personalisation is clear – consumers love something that’s personal and unique to them. Research by Hanley-Wood Business Media conducted in 2013 showed that 78% of consumers stated that brands that create unique and personalised content are more interested in building a relationship with them.