Problem / Opportunity
Creations Baby had a coveted placement for its Sugar Bear Collection in all Buy Buy Baby stores. The products were genuiinely different in demonstrable ways but sales were below expectations because customers could not reconcile premium pricepoints without understanding why the products were better.
Barriers to Overcome
- It is difficult to train floor sales people about products because of employee turnover and infrequent and inconsistent store training.
- POS material must meet corporate requirements.
- The product has many features that make it demonstrably superior, however, it was seldom demonstrated due to space limitations.
Solution
- Develop a countercard with a QR code which links smart phones to a video demonstrating product features and safety standards.
- Demonstrate how crib converts to a full size bed and how drawer panels and knobs can be updated as a child grows.
Results
This video was a failure, but as is often the case, failures are much better teachers and taught us several important lessons.
- It was too early in the lifecycle of QR codes. The buyer did not understand and the sales rep could not demonstrate on his phone. The only people in the chain that understood this were the IT people.
- Narration works much better and is far less expensive as a voice over.
- Data compression is essential to load quickly on a mobile phone. No pone will wait more than 10 seconds.
- The video was too long. We learned to chop up videos into bite size chunks of approximately a minute.
- The website was not optimized for mobile. It must load quickly and play flawlessly in a smart phone with chapters on demand.
Sugar Bear for Buy Buy Baby Case Study
