Campaign Photography with Sears Grilling: Path to Purchase Photography #GrillingisHappiness #SoFabU

A couple of weeks ago I told you all about the awesome new class I was participating in:  Campaign Photography with Sears Grilling.

I was excited to learn some great techniques for editing photographs in Pixlr.  I used my skills to make a picture of rising yeast dough look much more appetizing.

This week our lesson was in path-to-purchase photography.

Path to Purchase

So, what is path to purchase?

This means the steps a consumer takes to purchasing a certain item.  How do you prepare for the trip?  What do you look at when you get to the store?  How do you make your decisions?

Our assignment was simple:  head to Sears and document the path to purchase of a grill.

I loved the explanation we got with this assignment; my previous Social Fabric shops have left something to be desired…

Now, I finally feel like I know exactly what the entire picture is, what they’re looking for, and I have some great tips for taking great photographs.

My Grill Path to Purchase

Prepare for Shopping

We were given tips on things to look for, pictures to consider taking, and more.

First up, how you prepare for shopping.

If I’m making an expensive purchase {and a grill is an expensive purchase}, I like to research things beforehand.

With all the technology out there, the catchy names for things, etc., I want to understand what I’m looking at before I get to the store.

So, my path to purchase starts with my laptop, at home.

I checked out the Sears site first, to see what grills were available in my area.

I started to lean toward the Char-Broil TRU Infrared grills, but really didn’t know anything about them, so I also viewed a few videos.

After viewing these, I felt I had a good handle on what I’d be looking at once I got to the store.

Heading to the Store

We live in the middle of nowhere, so the closest Sears stores are the Hometown Sears stores.

We have a larger Sears around, but I’ve found that while the selection may be larger, the smaller stores tend to have the not-frequently-bought items that I end up buying.

They also have great customer service, generally speaking.  Small town charm I tell you.

What did I notice about the exterior of the store?

They’re tiny, by comparison, but they’re not as overwhelming.

This day, they had a nice selection of riding mowers lined up in a neat little row.

That’s something that would definitely be great to have, but not today.  There was also patio furniture out there, but we already have a nice set.

I noticed that despite there being quite a bit of merchandise out there, it didn’t feel cluttered.  The walk area was nice and large, and the items were neatly placed, so it actually made me want to look at the items that I might not have normally taken a look at.

I can’t stand cluttered entries.

Store Arrangement and Brand Placement

How merchandise is arranged in a store can make or break a sale.  If things are cluttered, hard to find, or otherwise unappealing, it’s not likely many people will continue to buy from that store.

This Sears, although small, knew that it was grilling season and had everything right inside the door.

There were about seven or eight grills to choose from; not a bad selection for a small Sears!

Branding, Options, and Signage

Consumers like to have options.  They like to be able to choose products based on a combination of price, look, options, etc.

Here are a few pictures I took of the grills, the signage, and how it was all displayed.  A few photos include a before and after to show how they were edited {using the fancy skills I learned last week!}.

Other Tips

We also learned to try to take photos with clutter-free backgrounds, in softer lighting, at different angles.

The zoom feature is your friend, and incorporating brands and signage helps readers see what you were presented with, what you chose, and why you chose it.

You can see more pictures from my visit in the slideshow below!

Which Grill Won?

Yes, the fun part:  Sears is providing us each with a gift card to purchase a grill!!!!

I don’t have a picture of it…

It was one I researched online and the Sears site said there was only one in like a 50 mile radius, and it was at my little Sears.

They didn’t have it put together, though, so it was in the back in a box.

It’s a Char-Broil infrared grill with dual fuel intake and an auto-clean feature.  Love it!

I’d like to once again thank Sears for this opportunity!  I’ve learned so much already and am enjoying putting pictures on my blog so much more!  Thank you!!

True Confessions:  I am a member of the Collective Bias™ Social Fabric® Community. This shop has been compensated as part of a social shopper insights study for Collective Bias™ and Sears #CBias #GrillingIsHappiness. All photos and opinions are my own.