All you have to do is make sure your product is the easiest for salesmen to sell and that you provide the most inspiring in-store experience among your competitors. In this specific case Gorm Larsen Nordic was asked to help Whirlpool boost their washing machine sales in one high traffic store in Stockholm.
Define your target customer
Start by interviewing the store about the typical end user profiles visiting the specific store.
Two of the end customer traits for this case store:
- Customers in this area typically live in small apartments so they are extra sensitive to the noise level of the machine.
- The more senior customers don´t want to buy machines that seem hard to learn how to operate.
Give the store a competitive sales advantage
For this case, we chose to create a branded area with a huge touch display to attract attention and then overcome the identified obstacles in the buying process:
- The overall design sticks out to attract attention and at that point start communicating that Whirlpool´s machines are extremely silent.
- In the area, via the touch screen, the end customer can listen to different noise levels from different washers in the Whirlpool assortment.
- On the same screen, the end customer can experiment with a washing machine display simulator to experience how easy it is to operate.
Kick-off the sales staff
The last piece of the puzzle is to give the store staff a thorough training in how to use this tool in their sales process.
The three steps
1. Define your target customer
2. Give the store a competitive sales advantage
3. Kick-off the sales staff
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