Interactions’ Specialized Services team has nearly done it all—from makeovers to mobile tours to on-the-street marketing events featured on TV. But one of the few places they hadn’t brought their unique blend of shopper excitement and sensory engagement to was inside the convenience store—until now. Last month, Interactions partnered with a leading, national convenience store chain to offer in-store roaming sampling events during select grand re-opening celebrations.
The opportunity came about through a collaboration between Interactions’ Specialized Services team and the Daymon Worldwide team who currently partners with the convenience store chain on other projects. The teams worked together to create a program that would be appealing to the retailer—ultimately landing a pilot program for 10 of the chain’s stores with grand re-openings planned in the Dallas/Fort Worth area of Texas.
During the morning and lunchtime rushes on each day of the grand re-openings, Interactions Brand Ambassadors helped promote a new line of ready-to-eat meals. The meals were targeted toward the Hispanic market, which represents a large portion of the shopper base in the chain’s Texas locations. Featured products included cups of fruit seasoned with Tajín® chili powder, and chicken tinga and barbacoa rice bowls.
Given that sampling events aren’t common in convenience stores, initial customer reactions were ones of surprise. However, shoppers quickly warmed up to the idea—and the roaming sampling events were deemed a resounding success.
“The client was all smiles the entire time, and said she was looking forward to the next round of sampling events,” reports Interactions Account Executive Ryan Dee. “We plan to propose further demonstration events in the domestic U.S., and even include the possibility of custom mobile trucks or street teams in order to provide even greater value to the client.”
“We think these types of events will become more popular in convenience stores in the coming years as they begin to offer more fresh and ready-to-eat foods,” adds Dee. “Giving shoppers a chance to see, smell and taste the quality of these new items can be an excellent way to drive sales of products they might not otherwise think of buying from a convenience store.”
