Turning Retail Advice into a Competitive Edge
In consumer electronics retail, most brands fight for visibility. We focused on what actually helps people decide.
Context
The household appliances market is crowded and price-driven. Mainstream brands like Philips face constant pressure from private labels and low-cost imports, especially in small appliances, where price and promotion dominate.
It’s also a slow-moving category: products last for years, so one missed sale today might not return for a long time. In this environment, every interaction at the shelf matters.
When most people think about how to win in retail, they think about promotions, discounts, and shelf placement. But in a category where consumers hesitate, not because of price but because of confusion, the real competitive edge lies in human guidance.
Connection Point
Buying a household appliance is rarely impulsive. It’s a mix of emotion and logic, where people need to understand “technical features” but also feel confident they’re making the right choice. With dozens of models and features, they quickly reach analysis paralysis.
We knew that most shoppers enter stores undecided. They browse online, compare endlessly, and then come to Altex or Media Galaxy seeking one final argument: the reassurance that comes from human advice and seeing the product in real life. We realised that, for most people, the store visit is not always the end of the funnel, but it is the decision moment.
Solution
We turned brick-and-mortar stores into Philips showrooms by introducing a team of trained consultants. Each consultant was equipped with the knowledge to translate tech specs into real-life benefits and guide shoppers through the decision process.
Since 2017, Philips has had dedicated teams in Altex and Media Galaxy stores, with 15 specialists in key locations ensuring consistent monthly target achievement between 95% and 110%. Beyond sales, this initiative built stronger connections with customers, turning one-time buyers into long-term brand users
Work
We make sure brands meet shoppers at their best, through smart execution and insight from thousands of in-store moments. See how we do it in our retail operations projects.
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