As most brands obsess over clicks, impressions, and social engagement, it's easy to underestimate the strategic value of in-person retail experiences. Yet in-store events remain one of the most powerful and cost-effective methods for brands to connect with customers in a high-impact way. When executed with precision, these activations not only boost immediate sales but also create lasting impressions that elevate brand loyalty and customer engagement.
The question isn't whether product activations work—it's whether you're executing them in a way that maximizes their potential.
The business value of in-store events
Live brand interactions build trust
At the most fundamental level, people trust what they can see, feel, and experience directly. They trust what they hear from another human over a flashy ad on Instagram. In fact, research shows that 92% of buyers trust word-of-mouth or peer recommendation more than traditional marketing. This is especially true in high-consideration or tactile product categories, such as health and beauty, apparel, consumer electronics, and specialty foods.
A shopper who interacts with a product in-store is more than a passerby—they're a participant in a brand moment.
When guided by informed, personable brand representatives, these interactions become a bridge to brand trust and recall, not just a transaction. Live brand interactions bring several distinct advantages:
- They reduce uncertainty by enabling trial and conversation
- They humanize the brand through live storytelling and one-to-one engagement
- They shorten the path to purchase, often enabling immediate conversion on-site
The tactile experience of an in-store connection cannot be replicated by a banner ad or influencer post. It engages more senses, builds greater trust, and creates stronger emotional memory—all essential in a crowded retail environment.
Activations drive awareness and conversion simultaneously
In-store activations are uniquely positioned to drive both brand awareness and sales in a single setting. They don't just spark interest—they move customers forward in the decision-making process while they're already near the point of purchase.
65% of customers say product demonstrations and live events helped them understand products better than any other advertising channel. When a brand activates a live event inside a store, several critical things happen:
- The product becomes visible to shoppers who may not have been previously aware of it
- The customer gains hands-on, firsthand experience with the product
- Potential objections or concerns are addressed immediately by a live expert
- The decision to purchase can happen on the spot, with no friction
Unlike passive marketing touchpoints, activations are two-way interactions. Customers engage with the product and the brand in real time, leading to a deeper understanding and stronger recall.
Measurable post-event sales lift
The value of in-store events extends well beyond the time a rep is on the floor. Brands that implement structured activations frequently observe a measurable lift in sales, both during and after the event. 67% of consumers purchased products immediately at consumer experience events, demonstrating the power of event-based demos in driving instant sales.
This uplift is the result of multiple compounding effects:
- Customers who try the product are more likely to purchase again in the future
- Word-of-mouth begins at the local level as customers share their positive experiences
- Retailers report increased sell-through and product movement following activations
- Insights gathered during the event inform messaging, training, and product strategy
For example, when a leading supplement brand partnered with ThirdChannel for strategic product demos, they achieved a 22% increase in demo-attributed sales over six months. The first month alone saw 71 demos result in 670 units sold, with an average of 8.07 units per demo—numbers that improved to 10.3 units per demo as the program matured.
What makes an in-store event successful
A successful in-store event doesn't happen by accident. It's the result of deliberate planning, thoughtful storytelling, and seamless coordination between brand, store, and staff. To create an event that not only attracts attention but also drives conversion, four foundational elements must be in place.
Pre-event visibility builds local momentum
The success of an in-store event often begins days or even weeks before the activation itself. Generating local awareness is critical—customers need to know something special is happening and why it's worth showing up.
Effective pre-event visibility includes:
- Geo-targeted digital marketing to drive awareness among local audiences
- Collaborating with retail partners to promote the event in-store and online
- Tapping into brand ambassador networks, email lists, or loyalty programs to engage existing customers
- Coordinating with store staff to ensure alignment and enthusiasm on-site
When customers enter the store already aware of the event—or curious about it—the activation has a head start in generating engagement.
Brand storytelling creates emotional connection
Product education is essential, but storytelling is what makes a brand memorable. The most effective activations don't just present features; they communicate value through stories that resonate with real customer needs.
Successful brand storytelling during in-store events includes:
- Framing the product in the context of the shopper's life—focusing on benefits, not just features
- Equipping reps with adaptable messaging that can be tailored to different customer types
- Creating a "hook" or lead-in that sparks curiosity in the first few seconds of engagement
- Using visual elements like signage and displays to reinforce the product's positioning
Customers are more likely to connect with and remember a product when it's introduced through a compelling, human story, not a sales script.
Engaged talent represents the brand with credibility
The people representing your brand during an in-store event are your front line. Their ability to engage, educate, and convert customers directly impacts event outcomes. Hiring untrained or disengaged staff can undermine even the best activation plans.
What sets successful reps apart:
- Deep product knowledge and the ability to explain benefits clearly
- Conversational selling skills, not just rote scripts
- Confidence in handling objections and guiding the shopper toward a purchase decision
- Professionalism and enthusiasm that reflect positively on the brand
Investing in training and performance standards is not optional—it's essential. A well-prepared field rep can transform a passive browser into a loyal customer in a matter of minutes. This is where ThirdChannel's approach to workforce management becomes particularly valuable, ensuring brand reps are not just bodies on the floor, but strategic assets.
Immersive setup creates visual distinction
In a retail environment full of distractions, your activation must stand out. A well-designed, immersive setup draws customers in and makes your brand presence feel intentional and exciting.
Key elements of an immersive setup include:
- Clear, on-brand signage that communicates value at a glance
- Tactile product displays that invite interaction and trial
- Sampling stations or live demos to create engagement moments
- A layout and flow that supports conversation, not congestion
The goal is to create a space within the store that feels like a destination—a place where customers want to stop, engage, and learn more.
How to benchmark and measure ROI
Data-driven merchandising and execution can elevate your retail strategy as effectively as in-store activations. Product activations are no longer viewed as brand awareness exercises alone. Today, brands are expected to demonstrate performance, not just presence. That means showing real, measurable outcomes—sales lift, improved conversion, and actionable insights gathered from the ground.
Start with a baseline
Before you can prove success, you need to know where you're starting. A baseline is your reference point—what sales, traffic, or engagement looked like before the activation occurred. Without it, you're relying on intuition instead of evidence.
Key pre-event benchmarks to establish:
- Units sold per day/week of the promoted product(s)
- Average transaction value in the activation store(s)
- Sales velocity compared to category or brand norms
- Store traffic and dwell time, if available
- Customer feedback trends from staff or previous programs
Capturing this data allows you to isolate the impact of the activation from external variables and gives you a framework to measure change.
Track the right metrics during and after events
Once the event is live, measurement becomes an ongoing process. Brands that take activations seriously build data capture into their field operations, both in terms of quantitative sales metrics and qualitative insights gathered by reps.
Units sold: The most direct metric. Compare sales on activation days to historical daily averages. Look at total uplift during the event, sell-through of promoted SKUs, and incremental units versus control locations.
Average transaction value: Product activations can drive upsell and bundle behavior. By measuring ATV, you can identify whether the event influenced shoppers to spend more, either by adding promoted items or exploring the broader brand portfolio.
Conversion rate: When possible, tie event-day traffic to purchase data. For example, if 120 customers engaged with the brand and 40 purchased, your conversion rate is 33%—a strong performance indicator, especially for new product launches.
Customer sentiment and feedback: Rep observations, quick customer surveys, or even anecdotal comments help brands gauge interest levels, surface objections or confusion, and understand competitive context. This qualitative data can inform messaging, training, and product positioning far beyond the event itself.
Compare to control groups
One of the most effective ways to measure ROI is through comparative analysis. Compare activated locations to similar stores that did not receive the event, or compare sales in the same location pre- and post-event over a defined time window. Control for external variables—such as promotions, store traffic spikes, or seasonality—to isolate the true effect of the activation.
When a vegan protein brand implemented strategic product activations with expert selling support, they achieved a 550% sales increase at key warehouse clubs compared to the previous month. Perhaps more importantly, 59% of sales came from first-time buyers to the brand, demonstrating the power of activations to expand brand reach and secure new customers.
Why expert selling support is a force multiplier
Brands are under pressure to do more than show up; they must deliver consistent, impactful experiences at the point of sale. When brands bring trained, knowledgeable reps into stores, they gain more than just extra hands—they gain a force multiplier that elevates the quality, reach, and impact of every in-store effort.
Retail associates are overextended
Most retail employees wear multiple hats. They manage stocking, handle point-of-sale systems, assist customers, and support daily operations. As a result, they may not have the time or the product knowledge to engage deeply with every shopper, especially when it comes to new or premium products.
This is where brand-provided selling support becomes critical. Dedicated reps are there for one reason only: to activate, educate, and sell. They aren't distracted by store operations or divided priorities. Their presence ensures that the brand receives the attention it deserves—and that customers receive the experience they expect.
Rather than relying on busy store associates to deliver key product messaging, expert selling support fills a critical execution gap that most brands overlook.
Professional selling teams deliver deeper engagement
Expert reps bring more than enthusiasm—they bring training, preparation, and product mastery. This allows them to engage customers at a higher level, adapt conversations in real time, and ultimately drive stronger outcomes.
They know the product deeply, can confidently explain features and benefits tailored to different shopper needs, and are equipped to overcome objections rather than backing off when a customer hesitates. Because they're solely focused on the brand, reps can prioritize the customer, build rapport, and guide customers toward confident purchase decisions.
These are not scripted transactions—they are authentic engagements that translate brand positioning into real-world conversations. And they often result in immediate conversion at the shelf.
Brand ambassadors extend reach and capture insight
Another overlooked benefit of expert reps: they are not just sellers, they are also field-level researchers, storytellers, and feedback loops. They gather valuable insight into how the product is received, what questions customers ask, and how the competitive landscape is evolving on the ground.
When brands empower their reps to report back consistently, they unlock a powerful stream of intelligence:
- What's resonating in specific markets?
- Which messaging leads to purchase?
- What product concerns are surfacing repeatedly?
- How are competitors positioning themselves in-store?
This insight informs everything from marketing strategy and product development to retail partnerships and future activations. Expert reps serve as both the voice of the brand and the eyes and ears in the field.
ThirdChannel's approach to understanding consumers and boosting conversions leverages this two-way intelligence gathering, ensuring that every activation generates both immediate sales and strategic insights for future growth.
The strategic multiplier effect
What makes expert selling support a true force multiplier is not just the quality of the reps—it's how their presence strengthens every layer of your activation strategy. With expert reps in place, brands benefit from:
- More consistent brand messaging across locations
- Higher engagement rates and conversion at the point of sale
- Improved retailer perception of the brand
- Better coordination with store teams and operations
- Actionable insights that inform future campaigns
Professional selling teams don't just fill a staffing need—they amplify your brand's ability to perform, adapt, and scale. They make every in-store event more impactful and every customer interaction more meaningful.
Building a sustainable activation strategy
No matter how innovative or well-designed your product is, its success in the retail environment depends on how well it's represented in-store. Expert selling support ensures that your brand is not only seen, but heard, understood, and trusted.
The most effective brands understand that growth doesn't come from digital strategy alone. It comes from delivering consistent, meaningful experiences across all channels—including in the physical world. In-store activations are one of the few opportunities where brands can influence a customer's behavior, perception, and purchase decision in real time.
When you deploy expert selling support strategically, you empower your brand to convert interest into action and shelf presence into sales performance. Brands that invest in people—those who understand the product, the customer, and the retail environment—are more than just supporting events. They're building long-term brand equity and bottom-line results.
In-store product activations have evolved beyond simple demos and temporary displays. Today, they represent a critical touchpoint where brand, product, and customer meet in a moment that can influence immediate purchase behavior and long-term loyalty. But the success of these activations depends on more than just location and setup—it hinges on the quality of the people representing your brand.
Expert selling support is not just an operational layer; it's a strategic advantage. Well-trained brand representatives do more than engage—they educate, influence, and convert. They adapt messaging in real time, gather valuable customer insights, and ensure that every activation is executed with precision and purpose.
For brands seeking to scale their presence, build deeper retail partnerships, and drive measurable ROI from their activations, expert selling support isn't optional—it's essential. When every in-store interaction counts, putting the right people behind your brand makes all the difference.
Now is the time to treat product activations not as isolated events, but as performance-driven campaigns powered by talent, training, and data. Seamless execution begins—and succeeds—with expert selling at the core.
Ready to transform your product activations into revenue-driving experiences? It’s time to schedule a demo to see how expert selling support can amplify your brand's in-store impact.