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 and make shoppers clearly see which of their inconveniences can be dissolved with these extra value-added products.

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.
An events page can be added right on the store site as described in 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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