Training and Merchandising in Orange Stores
Challenge
To launch, promote and energise sales of the TG01 Windows Mobile Smartphone. Whilst not Toshiba's first smartphone, the TG01 is the first to be aimed explicitly at consumers rather than business users. Toshiba therefore identified that trying to infiltrate a market already dominated by Nokia and RIM - and at the same time as the launch of Apple's iPhone - would be impossible without expert retail support and in-store relationships.
Solution
Due to budget restraints and limited distribution ranging of the product, deploying a full-time team was neither possible or cost effective for Toshiba. Channel Advantage therefore used its expertise and knowledge of the market to profile, screen, recruit and train ten mobile phone experts with previous telco retailer experience to represent Toshiba as 'brand ambassadors' within 300 selected Orange stores. The primary role of the Toshiba ambassadors was to train RSPs on the key features and benefits of the handset whilst also ensuring that in-store brand presence was maximised by the siting of POS materials and the distribution of branded giveaways.
Result
The TG01 launch programme in Orange stores delivered an impressive array of results, including:
- 100% coverage – i.e. 894 visits achieved to stores open for trading
- 1,571 RSPs trained – i.e. on the features and benefits of the TG01 handset
- Sharp increase in RSP perception of the TG01 handset – i.e. increased from 'fair' before to 'very good' after training
- 87% of RSPs said they would recommend the TG01 – i.e. after 'ambassador training', compared with 53% before
- Significant increase in POS compliance/brand presence – i.e. in 117 or 39% of stores
- Increased TG01 'live demo' handset compliance by 30 stores – i.e. achieving 100% compliance on exit
- Glowing testimonials received from Store Managers on the quality of training provided – i.e. "first class"
Testimonial
"The training provided was first class and has ensured that we have been able to make the most of any sales opportunities in store."
Orange Store Reading
"It is obvious how critical it was for the team to check and support setting up the necessary POS; otherwise there would have been many shops without this in place. We are really pleased with this whole activity and are delighted to have been working with such a professional team. Thanks for all your support."
Toshiba Mobile Communications European Marketing
"Thank you for all your hard work and efforts in organising the store visits, road shows and provision of accurate reports, which have been invaluable to us this year. Your extra effort is really appreciated. We look forward to working with you again in the future."
Marketing Executive, Toshiba Mobile Communications
