How Pirch Satisfies Its Customers By Selling An Experience – Strategy With RS

Starbucks of kitchen appliances/bath fixtures!

The new way to sell is not to sell, but create an ambience in which customers fall in love with products & end up buying it.

How can we get customers to fall in love with our brands?

Let me introduce you to Pirch. It is a brick & mortar retailer, which stocks a range of super premium kitchen appliances/bath fixtures. It has showrooms sprinkled across USA.

Pirch believes its job is to make each guest – moniker for their customers – feel that their time in the store is the best part of their day – whether they buy anything or not! Result – they are likely to fall in love the offering present in the store.

How is this strategy executed?

• By greeting each guest, who enters the store, as if she were a guest of honor.

 

pirch people

 

• Getting them relaxed, in the store, before they begin their shopping expedition. For that they seat every guest & serve them drinks/snacks!

• The guest can then move around the store where products are displayed in warm & inviting settings, with museum like plaque describing each appliance and gives its specs!

 

pirch-store-showroom-

 

• The display encourages guest to ‘touch, feel & play’ with every appliance. What is the insight behind this strategy? The more a customer touches a product the more likely they will end up buying it. From a behavioural sciences perspective touching a ‘product’ results in building trust between the product & the guest – more the guest touches the product more trust is likely to get established between the guest & the brand which is likely to culminate into sales!

• Try before you buy: Pirch encourages their guests to try before they buy! Take bathtub. If a guest is desirous of buying a bathtub then they will encourage guest to bring their bathing suit & slip into the bathtub & experience its splendour. Or if they wish to buy a shower head – then they can take a shower from the shower head they are desirous of buying! Consumer insight: This reduces post purchases dissonance!

 

pirch bathtub

 

• HD Touch screen: The store also has HD touch screen on which the appliances in all its glory can be experienced. Here a guest can discover information about the product at there own pace!

• Engage in a conversation: Take a kitchen appliance – stove. A guest desirous of buying it, can engage in a conversation with a chef, who will answer all queries relating to the product & educate them about the benefits of the stove as well as demonstrate its benefit by cooking a dish right in front of the guest & also encourage the guest to use the stove to cook any of her favorite dish!

In an era where online shopping is eating into business of ‘brick & mortar’ stores, Pirch does not sell its merchandise on line. It only sells through brick & mortar stores. Despite that it is experiencing eye popping sales growth.

What is the business strategy behind its success?

Their strategy is not to sell its range as a ‘product’ nor as a ‘service’ but as an ‘experience’.

How do companies sell their product as an experience?

Simple!

Assault all the 5 senses – smell, sound, sight, smell and touch of the guest in unison to create a memorable experience!

If you wish to understand how to deliver an awesome experience to your customers then I would invite you to read my article, published on InsideIIM.com titled, ‘How Starbucks Engages All Five Senses To Create A Memorable Experience.’ The article has a video embedded in it.

Armed with this understanding you too can design a program to deliver an awesome experience to your customers.

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rajesh-srivastava-insideiim

In this series, Rajesh Srivastava, Business Strategist and Visiting Faculty at IIM Indore gives you a regular dose of strategy case studies to help you think and keep you one step ahead as a professional as compared to your peers. Rajesh is an alumnus of IIM Bangalore and IIT Kanpur and has over 2 decades of experience in the FMCG industry. All previous Strategy with RS posts can be found here.

Comments

7 comments

gaurav9812

Rajesh Sir, it is quite interesting to read your articles. The insights and fresh views that you bring to each topic and how you share so much relevant information in such crisp and well-written articles speaks volumes about your knowledge. Thanks!!

Rajesh Srivastava

Gaurav thanks for your feedback. It mean a lot to me. I want to share with you 2 quote which I like:
1. Simplicity is the ultimate sophistication ― Clare Boothe Luce
2. Everything should be made as simple as possible, but not simpler – Albert Einstein

Take care of yourself always

Nikhar Mattu

Completely agree with Gaurav. This entire series is full of insights and is an absolute treat to read.

Rajesh Srivastava

Nikhar so nice of you to share Gaurav’s sentients. Feedback like your motivate me to keep on posting ….

Rajesh Srivastava

Akhil thanks for adding value to the conversation … do keep on sharing more such content.

ASHISH SINGH

The only reason I come to this website is to read your stories here Rajesh Sir. I hope I get lucky enough to meet you in person and attend your classes here in IIM-I this year. Thank you so much Sir for these wonderful management lessons.