Education Programme within Halfords Stores
Challenge
To raise awareness of Navigon products in the brand's key retail channel, Halfords. Navigon, world-leading manufacturer of navigation systems and pioneer of 3D, car and pedestrian navigation sought to challenge market leadership and increase its share of the UK and European market by focusing on increased brand awareness and improved positioning within its core retailer.
Solution
Harnessing more than 15 years' experience of launching and consolidating technology brands in store and the deep retail knowledge and relationships of our consultants, Channel Advantage built a programme that targeted RSP education as well as customer awareness. We therefore drew together a highly-trained team of six Navigon brand specialists to build in-store relationships at Halfords, and conduct training and demonstration calls within 140 stores across the UK.
Result
As a result of the Halfords 'push', Navigon became a preferred brand in-store and demonstrations from our team of specialist Navigon brand ambassadors achieved one sale for every four demonstrations carried out. During the course of the programme, more than 200 Halfords staff were trained on Navigon products and, hence, will continue to promote the brand in-store for a considerable time to come, generating long-term field marketing benefits.
Testimonial
"Andrew has proven to be a top-quality, proactive Account Manager... supporting Navigon. He takes great care to understand client needs and objectives, the customers and channels involved. In addition, he has successfully managed the selection and management of resources to achieve programmes on time, to budget, to deadline. He regularly adds value with insights and ideas on how Navigon can improve and become more successful..."
Navigon Sales & Marketing Division
