Creating a Customer Experience Through Cooking Demonstrations
Creating a lasting experience is one of the best ways to achieve customer loyalty. More than 50% of the customer experience is subconscious, or how a customer feels. Cooking demonstrations provide a unique opportunity to draw customers in using all five of their senses:
- Aroma (smell)
- Intercom messages (sound)
- Table arrangements (sight)
- Interactive participation (touch)
- Sampling (taste)
Planning is the key when creating a customer experience. Utilizing department managers plays a key role in the success of a cooking demonstration. The relationships your department managers have with vendors and suppliers come in handy with obtaining coupons and product credit. You can also work with the departments to build displays and utilize cross-merchandising to enhance your cooking demonstration.
Evaluation also plays a role in providing experiences that meet the needs of your customers. A simple survey (verbal or written) can be conducted during the demonstration to learn which types of recipes or foods are intriguing as well as the types of recipes customers will utilize at home. Monitoring sales and product movement is also essential to measure a return on the time and money spent to conduct cooking demonstrations in-store. Aim to track sales of the cooking demo ingredients for at least 1 week following the event. This data can be used to compare sales to the same dates the previous year or weeks prior.
Creating a customer experience through cooking demonstrations will drive sales while improving the shopping experience, building customer loyalty and fostering brand affinity.