Retail Insights: The Consumer Demand for Non-Food Demonstrations

In the latest Retail Perceptions trend report from Interactions Marketing, shoppers were asked their opinions on non-food demonstrations (think someone showing you how to use makeup or a set of power tools)—and the responses were overwhelmingly in favor of non-food demonstrations.

From improving the overall retail experience to encouraging impulse purchases, shoppers say demonstrations are the tipping point between leaving an item on a shelf to purchasing a product and becoming loyal to that new brand. And get this—nearly half of all shoppers are willing to pay more for a product if it is explained through a product demonstration versus a competitor’s item that is not being demonstrated.

The opportunities for retailers and manufacturers to engage with shoppers and drive sales span all categories. From cleaning products to power tools, shoppers say they’d open their wallets a little wider if retailers added events to the in-store experience.

New this month—be sure to read this month’s “Opportunities for Retailers and CPGs” section at the end of the survey—which provides valuable information about how to leverage product demonstrations to help increase sales.

The report is now available for download. Simply enter your information and you will be emailed the complete report. For more information on Retail Perceptions, contact Kelly Short at


Retail Perceptions explores shoppers’ insights on the trends affecting retailers and manufacturers today. The report pairs Interactions’ advanced reporting and analytics system with its insights capabilities in order for retailers and manufacturers to make more informed decisions.

Founded over 25 years ago, Interactions executes approximately three million events each year. As the global leader of product demonstrations and event marketing, we are able to employ our research capabilities to better assist our customers. By providing insights into shopper behavior, we provide the tools necessary for our customers to make smarter business decisions — driving significant sales increases.

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