A National Field Force & Experiential Sales
Between 2017 and 2019, our Head of Retail Operations led the retail field force and direct retail business for Samsung in the UK.
Through this responsibility, a national field force was deployed to engage with retail partners, manage training and incentives across stores and call centres, ensure POS and promotions were deployed on time and to plan, new releases and launches were adequately supported, and ultimately retail partners drove Samsung sales.
As a key part of this programme, large scale national experiential campaigns were also commissioned, with the aim of getting the products into the hands of as many customers as possible.
Through recruiting, training and managing / measuring some of the best field sales and experiential sales talent in the business, Samsung achieved greater retail partnership and brand awareness in the market!
Over 4,000 retailers supported through field sales
Bespoke field representative training and deployment programmes to support each product launch cycle.
Achieved ROI and Engagement targets
Over 20 experiential launch campaigns delivered in 2 years.
What problems are we solving?
A crowded market: Operating in a highly competitive market, the role of the field force was to engender support and advocacy amongst retail partners. We needed to ensure, through building great national relationships, that Samsung products were understood and advocated to consumers from the moment a product launched and throughout its life-cycle.
Building advocacy: Retail sales depend on advocacy, especially on consumer electronics. Our field and experiential sales programmes needed to be laser focused on increasing understanding within retailers, joy for the products, and ultimately recommendation to end consumers.
Complex store management: Regular promotions and launches, regular POS and planogram changes, and regular retailer renegotiations all make for a complex field sales programme. Through expert programme management, training, follow up visits and effective remote management tools, thousands of partner and direct Samsung stores were kept fully compliant and on plan!
Engaging new consumers: Creative, attention grabbing experiences were required to get entrenched consumers to stop and reconsider Samsung products. Only through great experiences would consumers consider switching to a new brand!
What are we most proud of?
Driving Sales – the field force and experiential programmes have driven significant new sales for Samsung increasing market share year on year significantly.
Analytics and increased ROI – our integrated reporting and analytics capabilities means insights are shared in real time, enabling planning decisions and optimisation to occur rapidly and effectively, increasing ROI, whilst providing essential reporting back to Samsung on launch performance, training and product coverage.
Large scale delivery – field force, promotional staffing and logistics capabilities in place country-wide, for over 4000 retailers, frequently managed under highly confidential pre-launch conditions.
What do our Partners say?
“Simon and his team understand what it takes to make a successful and impactful launch across our very large network of partner stores across the UK. They consistently find ways to push the boundaries of what’s possible, and with every launch comes an ever-more innovative approach to engaging, training and incentivising the teams which we rely on to give the best possible experience to our consumers”
“Whether it’s a large, national experiential consumer campaign, or a small bespoke training event for a handful of retail colleagues, we get the same dedication and attention to detail from Simon & the team and the results are always first-class.”
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