Selling high-priced products implies certain challenges. For most consumers it is easy just to dismiss a product when they see a price that is outside of their normal comfort zone.

To overcome consumers’ phycological barriers against premium cost, a company needs to communicate business values, product benefits and the unique advantages of the offer very accurately. It needs to make shoppers clearly see how these extra value-added products can dissolve their inconveniences.

A great marketing tool to generate new interest to products – especially in the high-end sector – is events. Because for some, seeing is believing, literally. Offering different workshops, master classes, and community meetings gives the seller a perfect opportunity to tell customers about new products, makes them try it themselves and creates a willingness to get these goods.
And it is easy to add an events page right to the store site. See our case below.

Challenge

A company sells kitchen appliances. To give their prospects an opportunity to see and try the equipment in use for free before making a purchase, they decided to organize cooking demonstrations.

The requirement was to add a page listing all the events as well as pages where detailed event info would be given.

Solution

4 interfaces were developed:

• Events list page – desktop and mobile
• Detailed event page – desktop and mobile

On the events listing page, classes can be filtered by:

• Location
• Date
• Product brand
• Type-Pre, Post Purchase, Specialty Classes

Detailed event page contains:

• Description of the class – “What We Will Be Doing”
• Map of the location – how to get there
• “What You Need To Know” information
• Information about the specific brand if applicable
• A sign-up form that includes: Name, Phone number, email address, postcode, any dietary requirements
• Option to opt-in to receive newsletters

Administration panel and back-end:

• An admin creates an event. There are 2 types of events:
  • Internal – links to the event details page
  • External – created by the admin, links to some external site of a host-partner
• An admin fills up the event details page
• An admin can put a limit on the number of participants for each event
• An admin can see all the requests for each event
• Emails should be sent automatically in case of:
  • Event registration
  • Follow-up, a follow-up email should be sent after 12 hours after the event

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