In the hypercompetitive Indian Mobile Phone market, with brands fighting tooth and nail for consumer share, the most important link in the selling process is the ‘Store Seller’ (salesperson hired to push the brand to store walk-ins). Having the ‘Store Seller’ on your side for product advocacy is of utmost importance.
However, research threw up these barriers to advocacy:
Our brief was to meet the challenge & build a relationship with the store seller.Concept
We created a comprehensive Skill Development Program, targeting 1500 Store Sellers across 350 stores, as their true partners in their progress, to educate & empower the Store Seller, arming him/her with Windows Phone product skills for the shop floor, hand-holding through the journey and leveraging the returns.
The program ran over 4 months, in 3 phases –Workshop for Store Sellers & Marshals (with a focus on training them at the ‘Pocket Singh’ App (a unique app developed for the storesellers to train and reward) ; Marshal Refresh (OJT, Knowledge Assessment etc) and Operation Sting Audit (Mystery Audit to check efficacy of the Workshop and Training)Results
The skill certifications achieved -
Upward jump in product off-take from participating outlets (pre & post campaign assessment)Testimonials
"The campaign has had a tremendous impact on the shop floor, with the store seller feeling a strong sense of brand commitment and enhanced product knowledge which has translated into better consumer interactions, brand advocacy and product off-take."