Briggs and Stratton approached Mesh to undertake an in-store demonstration program in Australia and New Zealand for Victa in the Bunnings Hardware channel. Briggs and Stratton were looking to gain back market share which had been lost. They believed to claw back their share (and more) that face-to-face demonstration was the only way! 

The Bunnings model is generally focussed on working with their team members to offer support to customers across all brands. Briggs and Stratton identified this was not something that could work for them in such a competitive market, they needed an edge for conversion in the path to purchase. We were thankful and excited to be chosen as the company to transform their presence in Bunnings across carefully selected stores. 

The pressure was on for us to come up with an effective plan, building a detailed training program for our Mesh team members across two countries to immerse our team in the history of Victa, and get hands-on with the products. The full immersion training program proved to be a successful driver for our demonstration program success story.

We worked together with the Briggs and Stratton team to identify the best stores across Australia and NZ. As anyone who works with a demonstration program knows this is not an easy undertaking, it is something that requires patience, and research before landing on the stores to begin discussions with Bunnings. As this was a program that sat outside of “everyday operational process” it needed to be agreed by the retailer.  

The conversion edge that we have been able to achieve in our stores has been nothing short of amazing. By the fourth week we had increased sales across all of the selected stores and have maintained YOY. 

 The stores we are working in all have a far greater consistent sell through of Victa products, confirming and cementing face-to-face customer experience as an integral part of the Victa marketing strategy.