The importance of a silent sales person during busy shopping periods for highly involved purchases is top of mind for maximising sales during the Christmas rush. Garmin has engaged Creative Instore Solutions for another roll out of their highly successful GPS display unit which acts as ‘the silent sales person’ delivering incremental sales for the retailer and the brand. The presentation platform had enabled the introduction of new product categories including fitness & marine into an environment that traditionally didn’t stock them. This ability to secure valuable retail space to showcase the brand has delivered not only an increase in retail presence but in sales also.
This eye catching design originally rolled out for the Fathers Day sales period, was again rolled out this December, extending into additional Harvey Norman and Dick Smith Stores.
“We know that people research before they shop these days (the zero moment of truth (ZMOT)), so the aim was to create informative theatre that will build confidence with the brand through its depth of range and technology and also act as a ‘silent salesperson’. The aim was to attract and engage shoppers so that even if they had a pre-determined consideration, with the right approach we could swing their purchasing decision,” said Steve Howell, MD, Creative Instore Solutions.
“It was also important that the display could cover for a busy sales team during the Christmas period. Following the line of thought that ‘the second moment of truth’ (SMOT) is product trial, usage and experience we also had to find a way to fulfil consumer engagement without the need for immediate sales support,” continued Steve Howell.
The minimal contemporary lines of the Garmin units create an immediate ‘off-location’ end cap hero for retailers. Most importantly, the display has provided the sales team with a presentation platform that has been creating interest and converting sales. Customers can touch and feel and walk through the product offering in a secure manner.
Strong Garmin branding, contemporary design, uncluttered product information, well fitted, modular and secure units were all factored into the development of the display. As well as ease of installation and updating for sales staff.
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