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Brand Ambassadors play a key front line role both for Nestlé and the retailer by interacting with shoppers on the shop floor, the company says |
INTERNATIONAL. Nestlé recently held a two-day workshop in Switzerland for its European team in a bid to develop the skill set and competency of its Brand Ambassadors.
The programme of events on day one included presentations both from Marketing and Sales centred on knowledge development around the confectionery shopper, the category, the Perfect Store drive and the company’s key brands.
Day two of the workshop included a tour of the Nestlé Broc factory, located in the Swiss canton of Fribourg, where Nestlé Swiss is manufactured. The tour was conducted by the factory manager and included all aspects of the manufacturing process from the cocoa bean to chocolate bar.
The objective of the tour was to increase the Brand Ambassadors’ knowledge of the chocolate manufacturing process. The tour ended with a visit to the tourist center of Maison Cailler which charters both the history of chocolate making and that of the Broc factory.
Nestlé International Travel Retail Customer Marketing Manager Alan Brennan said: “Our Brand Ambassadors play a key front line role both for Nestlé and the retailer by interacting with shoppers on the shop floor, assisting and advising on their purchase decisions with the goal of increasing levels of conversion and spend whilst giving the shopper a great retail experience.
“The objective of the workshop was to enhance the Brand Ambassadors’ category and shopper knowledge which will, in turn, provide the necessary skill sets to drive future category penetration and conversion which is aligned with the principles of Nestlé Perfect Store.”
