Costco “Road Shows” and Sam’s Club “Showcase Events” -- often referred to as “warehouse club purgatory;” not quite where you want to be, but if successful, one possible route to in-line placement.
We presented Sun Protection Zone--a full range of UV protective apparel to the Costco Road Show department in 2008. From a 3-store test we expanded to a national program, with these results:
More than 3680 shows in 5 years
Over $50 million in sales
In the process we identified one key SKU, a UV protective hat, that was selling very well, and convinced some store managers to “go big or go home” (in their vernacular) as part of the Road Show.
With sales numbers to validate proof of concept, we created a display pallet, presented the concept to corporate, and achieved worldwide distribution - selling over 3 million units in 2 years.
We fully understand the logistics of Road Shows and Showcase Events; and more importantly, how to leverage those results into the “promised-land” of in-line placement. The program is now established in Sam’s Clubs and continues to do very well.