17th May 2017
Hasbro, the world’s second-largest toy manufacturer, has described how its new POE (or Point of Emotion) strategy has seen it boost sales by 6.2% in participating stores.
The toy brand, which has multiple sub-brands ranging from My Little Pony to Transformers, embarked on building new store furniture featuring activity zones for kids to try out its toys, as a way of helping shops create playing experiences that will drive repeat footfall.
Speaking to delegates at Retail Design Expo, Irene Martinez, Hasbro’s EMEA retail activation manager, said: “We have a unique position in that the HASBRO brand is an umbrella brand, and the retail space we sell from is an area we don’t own. As such, we need to give stores compelling reasons for them to give up valuable selling space.”
Working with Displayplan, the solution Hasbro chose was to build platinum, gold, silver and bronze-rated point of sale installations that increase in creativity and expense with each level up, to reward stores’ level of commitment to selling its products.
“We already know from existing research that 64% of customers rate the experience they have from stores as more important than the price products are set at, and that 50% will spend more on products they've been allowed to test in-store,” said Martinez. “So, the solution seemed a natural one: We sell playing experiences, so why not let children play in store?”
Displayplan commercial director Lynda Locke added: “Shoppers don’t tend to plan ahead, so all the installations needed to help them find what they might decide to look for. As such, we used lots of lighting and we tried to create lots of theatre too.”
Platinum-tiered installations included those staffed by toy ambassadors and running toy tournaments, while gold to bronze level installations were all built using as many of the same Hasbro brand guidelines as possible.
Martinez said: “Installations were designed to appeal both to children and adults. Child-friendly elements included putting information at child-height while, for adults, there was additional information about the rest of the toy universe to create further selling opportunities.”
As well as the uplift in sales, the POE strategy has been well received by customers and stores alike. Hasbro revealed 44% of participating retailers said the POE installations had enabled them to become ‘destinations’ in the minds-eye of consumers. Meanwhile, two-third of shoppers said that not only did the displays possibly prompt them to make a purchase, but they helped ensure they would bring their children back to the store to play there again.
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