SALES CAMPAIGN PLAYSTATION
When I was working on the PlayStation account we had the challenge of designing the sales strategy for the new products that had arrived on the Peruvian market. PS4 and all its accessories had arrived on the market and everyone was excited, so how could we influence the consumer's purchasing decision in the video game and entertainment sector? The answer was very simple: Let's get them playing!
SALES STRATEGY - VIDEO GAMES
Research
We started by reviewing the data and information we had from previous years and previous versions of PS to understand how the Peruvian consumer behaves. We also talked to our main customers who are department stores to find out what were the most frequently asked questions about our products or the competition.
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NEW PRODUCT INTRODUCTION
With this project, I helped my client set up a short term plan with long term benefits. I then provided expert advice and strategic planning to help them with implementation. Would you like to learn more about my services?
90%
Preference
90 percent of Peruvians who buy video games or entertainment products buy PlayStation and consider PS as a referent brand in the sector.
NEW PRODUCT INTRODUCTION
After finding out that we had the preference in the market, we were interested in segmenting our consumers/users by profile. Although it is true that we had segmented our users by age, we had noticed that not all of them had the same "game mode".
29% play when they are bored and to achieve success.
24% are natural born gamers who are always looking to be masters and spend hours playing.
17% play when they are stressed and to relax.
13% play almost any time regardless of their mood and are looking for that sense of belonging in the world of gamers.
POINT OF SALE - THE GAMER EXPERIENCE
One of the biggest challenges was to work on improving the customer experience at the point of sale. Our strategy was to immerse them in the world of PS and make them feel the adrenaline that a gamer feels. For this we had to design what our points of sale would have to look like following the guidelines of the brand and our strategic partners. On top of that, we wanted to make sure that the customer finds the same experience in all the outlets.
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EXHIBITION GUIDELINES
Understanding that the correct display of our products would play an important role in the purchasing decision, it was decided that all our points of sale should follow the same guidelines. Our products with the highest turnover should be prominently displayed at our point of sale. In addition to this we included consoles, controllers, headsets and VR headsets so that users can have an interactive shopping experience.
WHO DOESN'T LOVE FOOTBALL?
At least in Peru this is one of the passions that most represents Peruvians, in that sense, knowing this allowed us to use it as a strategy to attract the attention of our public as well as to attract new clients. And who doesn't want to play a good game of football at any time in the comfort of their home? Or who doesn't want to get together with friends in winter to have a few beers and play a game of football? That's why one of our guidelines was to screen the football matches and involve the visitors. The result? The same excitement as on the pitch.