CX of the Year , small business : Weber Store
RETAILER AWARDS
CX of the Year , small business : Weber Store
Sponsored by ShipStation
W hen it comes to interactive in-store experiences , not much can beat cooking your own steak on a new barbeque and then eating the ‘ homemade ’ meal within the store .
This is the experience at the heart of Weber ’ s new-look stores , which feature upgraded and expanded cooking demonstration areas purpose-built to showcase Weber products . They also host in-store cooking classes and masterclasses with renowned chefs .
Weber ’ s store development manager for Australia and New Zealand , Luke Staunton , said the culinary expansion has been a welcome surprise for customers .
“ People are really impressed with the fact that there ’ s something big happening in the store – a bit of theatre ,” Staunton told Inside Retail . “ There are a lot of people out there who don ’ t really know what they ’ re capable of , or what a barbeque is capable of , so it helps open people ’ s eyes to what could be possible .”
The customer experience also gives Weber Stores ’ staff the opportunity to showcase their knowledge to customers , which further builds trust between shoppers and staff .
The commitment to in-store cooking has also led to impressive bumps in revenue . Sales generated during in-store events are around 50-70 per cent higher than periods without demonstrations , the business stated .
The next step , Staunton teased , is for Weber to start selling its own meat .
What the judges said : “ Weber ’ s new-look stores demonstrate their commitment to delivering unique and interactive in-store experiences that place the customer first . The cooking demonstrations and classes are not only impressive retail theatre , but have the effect of building loyalty and boosting sales .” — Aron Lewin , features and premium editor , Inside Retail
May 2023 www . insideretail . com . au | 43