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The cost of inconsistent product demo execution

Discover how retailers are using TruRating to improve their business with better customer insights.

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Travel accessories shop at Atlanta Airport, USA

27,000+

Customer responses

38%

ATV increase when behavior executed

+0.6%

revenue growth opportunity identified

The cost of inconsistent product demo execution
The Challenge
Product demonstrations are a cornerstone of InMotion’s sales model, and leadership expectations were clear that every customer should receive one. While overall experience scores across the estate were strong, the executive team lacked visibility into whether this behaviour was being executed consistently at the store level.

How We Helped

TruRating captured in-the-moment customer feedback at the point of payment, allowing InMotion to directly link frontline behaviors to transaction outcomes. By asking customers, “Did you find the product demonstration helpful?” (Yes, No or Not Shown) and linking those responses to spend, the business uncovered a dual insight. Not only how helpful demonstrations were perceived to be, but whether they were delivered at all—highlighting the execution differences driving ATV variation by location. This removed guesswork and enabled teams to isolate specific stores where demonstrations were not being delivered as expected.
Closing execution gaps
The Impact
TruRating confirmed that product demonstrations were not only valued by customers but also materially impacted ATV. Customers who received a demonstration overwhelmingly found it helpful and spent around 38% more per transaction than those who did not. Importantly, the challenge was not effectiveness (the behavior worked), but consistency. A small number of stores accounted for the largest execution gaps, representing an estimated 0.6% total revenue growth opportunity that could be recovered through more consistent delivery of demonstrations, enabled by targeted coaching and reinforcement of existing service behaviours. By focusing on tightening execution in these locations, InMotion identified a practical path to protect ATV and unlock measurable revenue impact aligned with their existing sales model.

27,000+

Customer responses

38%

ATV increase when behavior executed

+0.6%

revenue growth opportunity identified

Travel accessories shop at Atlanta Airport, USA
“We always knew these were the behaviours that delivered uplift, but having a way to prove it at a store and shift level makes it easy to cascade internally and focus teams on the actions that drive value.”
Richard Walden, InMotion
Operation Support Specialist
InMotion Entertainment Shop inside John F. Kennedy Airport Terminal 5
“Retailers often know which behaviors should drive value. The hard part is proving where they’re happening, where they’re not, and what that inconsistency is costing the business. That’s exactly what TruRating helped InMotion uncover.”
Gareth Johns, TruRating
Chief Data and Customer Officer
Travel accessories shop at Atlanta Airport, USA
InMotion Entertainment Shop inside John F. Kennedy Airport Terminal 5
Travel accessories shop at Atlanta Airport, USA
“We always knew these were the behaviours that delivered uplift, but having a way to prove it at a store and shift level makes it easy to cascade internally and focus teams on the actions that drive value.”
Richard Walden, InMotion
Operation Support Specialist
InMotion Entertainment Shop inside John F. Kennedy Airport Terminal 5
“Retailers often know which behaviors should drive value. The hard part is proving where they’re happening, where they’re not, and what that inconsistency is costing the business. That’s exactly what TruRating helped InMotion uncover.”
Gareth Johns, TruRating
Chief Data and Customer Officer
Travel accessories shop at Atlanta Airport, USA
InMotion Entertainment Shop inside John F. Kennedy Airport Terminal 5
Bio
InMotion, an electronics and tech accessories retailer operating in fast-paced airport environments, relies heavily on assisted selling to drive value and differentiate the customer experience. With short dwell times and high customer intent, the way products are presented and demonstrated in the moment plays a critical role in shaping both spend and satisfaction.
Name
InMotion
Region
UK
Company Size
Medium–Large
Industry
Travel Retail – Electronics & Accessories
Website
https://www.inmotionstores.com/
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Achievements

+20%

ATV IN STORES​

+20%

ATV IN STORES​

+20%

ATV IN STORES​