Sage Appliances

- Sage by Heston Blumenthal

To support the UK launch of Sage Appliances new, premium home appliance range Sage by Heston Blumenthal, iD have recruited and trained 40 dedicated in-store demonstrators. Demonstrators are bringing the unique product range to life at point of purchase to drive sales and show just how enjoyable cooking can be.

How it works

  • Coverage across department stores nationwide including John Lewis and Harrods
  • Bespoke staff selection and training in both product knowledge and advanced sales skills
  • Ongoing training initiatives, focus groups and online training to ensure excellence across retail
  • Regular brand takeovers of the John Lewis demonstration kitchen to create live theatre in key stores
  • Design of the John Lewis Coffee Experience and Barista support across three stores

The Results

To date:

  • £6m generated in product sales
  • 47% conversion to purchase from demo
  • Voted 'Best in-store demonstration campaign' at the Field Marketing & Brand Experience Awards

Client Testimonial

“We really want to focus on how much our products can provide the simple moment of brilliance in the kitchen and need in-store ambassadors who are passionate about food. iD’s in-store ambassadors bring our products to life at the point of purchase which was integral to the launch of our products into the UK market.”

Sales & Marketing Director UK, Sage Appliances

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