To test the potential for online demonstrations, we considered two options: offering a web-based masterclass to educate and inform larger groups of product owners, or personalised, one-to-one demos for potential or existing customers.
As there are pros and cons for either version, it quickly became clear there was room for both in order for us to meet the specific needs of each consumer.
Initially, we engaged with an online community, offering free one-to-one masterclasses to existing product users.
In less than an hour, ten people had volunteered as they were keen to improve their experience with the machine they had already purchased.
The feedback on these sessions was extremely positive and, as a result, incremental sales were made thanks to customers enquiring about other products.
Confidence in our online offering grew, so we took the next step and carried out further testing.
In collaboration with our client Sage, we now run regular masterclasses anyone can sign up to for free.
Hosted by a deeply experienced coffee expert, these webinars are attracting large audiences and give viewers helpful hints and tips on making perfect coffee on their own machines at home.
Despite these sessions not being one-to-one, there is still an opportunity to ask questions and have them answered by the expert as the masterclass progresses.
Whichever option a consumer chooses, our online demo initiative allows consumers to learn more about a range of products, see them in action and receive guidance from an experienced brand ambassador on which product would suit them best.
Granted, the shopper is unable to physically touch the machine, or taste the coffee, but those factors aside we have successfully recreated the in-store experience and translated it for online use.