The InStore Theatre stand could be used to encourage the consumer to purchase immediately and linked in with the InStore campaign that was being run within the store. This gave the consumer an opportunity to look at and touch the product range, including the newly launched Baracuda X7 pool cleaner before entering the pool aisle.
“The promoters were trained as product specialists and were also able to assist consumers with small technical problems they had with their pool cleaners,” says Philip Hughes, Marketing Manager at Zodiac, “which also provided a beneficial brand experience and increased the purchases of the Zodiac products.”