“With these levels of complexity, it’s not as if you can make a decision to buy or not to buy in just 10 minutes.” Mark Klijs – Villeroy & Boch

Brand Strategy, Dec/Jan 2006 Issue 198

And more from the same article:

  • Tryvertising allows customers to test goods in a realistic environment, giving them a very good idea of how the items will integrate into their lives. This can increase the sales conversion rate.
  • Removing the ability to make an impulse buy in a demonstration-only facility does not discourage the consumer from purchasing elsewhere. However, make it a simple one-step process for them to buy the goods at your retail locations.
  • Make your investment work harder. Think of the demonstration facility as an internal training tool as well as a sales and marketing one. Learning about your product in the environment in which it will be used could give your sales team the edge.

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