John Lewis Partnership Demo Days
Challenge
To increase sales of Altec Lansing products in selected John Lewis stores. Altec Lansing designs, manufactures and markets a range of professional, home, automotive, computer, and multimedia audio products. Famous for designing the iconic "inMotion" portable speakers for the Apple iPod, Altec Lansing lists providing the loudspeakers for the Woodstock Festival 1969 amongst the company's most notable achievements.
Solution
After an initial period spent analysing in-store performance, demographics and market data, the Channel Advantage team proposed a high-end retail strategy for Altec Lansing that targeted its potentially best performing retail stores - the John Lewis Partnership. Rather than attempting to cover all retail chains, our solution consisted of supplying in-store demonstrators purely to key John Lewis stores - identified in the initial study as the store and customer profile likely to deliver the greatest return on investment - over key weekends during the summer.
Result
The team of Altec Lansing brand ambassadors created by Channel Advantage conducted over 600 customer demonstrations and increased sales in some stores by over 100% during their time on-site. In addition, they trained 80+ store staff on Altec Lansing products and created even more 'brand evangelists' who would represent Altec Lansing in-store and on the floor long after the initial tactical team moved on. Furthermore, we managed to secure POS placement in 95% of the stores, which was left in place after the end of the campaign.
