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Sweet Squared’s Show-a-Thon Success!

17 March 2016

This year, industry leaders Sweet Squared (S2) debuted a new generation of trade shows! The brand new show format was created around the brand’s ‘Love & Respect’ ethos and aspirations to create an environment to Connect, Inspire, Surprise and Delight customers, new and existing.

S2 dared to challenge the norm and set their sights on completely removing the need to queue, increasing quality time spent with their customers, demonstrating products and systems as well as making the deals accessible to all. The new show format which launched at Professional Beauty Excel London in February marked the first time that S2 had not sold product at the show since their first trade show in 2011. Though their waxing and tanning brands Waxperts® and MoroccanTan™ sold online and at the show!

“After dedicating the past decade to building a company that provides, without fail, great customer care it’s fair to say we didn’t like the ‘travelling discount store’ connotations of a trade show and wanted to be able to surpass our customers’ expectations. Through evaluating areas that didn’t work for us such as the long queue times, a lack of one-on-one time with customers, and the exclusivity of show only deals we made it our mission to craft a more personal S2 experience for our customers ensuring they could receive all the benefits with none of the negatives!” - Samantha Sweet, Sweet Squared Co-Founder.  

The new type of show allowed for a greater reach, increasing the amount of people joining in with S2 on show weekend by over 94% whilst ensuring the non-professional wasn’t able to gain access to the professional only deals.  Customers, new and old were thrilled with the level of customer service on offer giving them the freedom to shop online, in-stores or over the phone. The show itself, for S2, became a playground that gave visitors the freedom to chat to our award winning Education Ambassadors, Staff and founders, Samuel & Samantha Sweet as well as request and experience first-hand demonstrations across their favourite product lines, book courses and set up accounts.

The feedback from the show was 100% positive and Sweet Squared’s customers were thrilled by the new format allowing easy on-the-go accesses in addition to an easy, fast and efficient delivery - No need to lug heavy bags around London!

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