Discord community drove +90% YoY membership growth.

Turning training into an always-on social experience.

Logitech wanted to turn retail associates into brand advocates without relying on conventional store visits, vendor shows, or classroom training. We leveraged a creative approach to increase participation and excitement around Logitech trainings.

RESULTS

+90%

YoY growth in Discord community membership

+48%

YoY increase in game night participation

1,600+

Engaged associates across North America

HOW WE DID IT

Best Buy associates already live online. Why not meet them there?

As a long-time merchandising and training partner, Premium helped Logitech rethink how associate education shows up in a digital-first world.

The goal wasn’t to replace in-store training — it was to extend it, helping associates stay connected to the brand, the products, and the people behind them between store visits. It’s the same assisted selling approach that powers Logitech’s Amazon Live program.

We launched a dedicated Discord server built around how associates already interact, giving them direct access to Logitech experts, personalized product guidance, and a shared space where training feels less like coursework and more like culture.

Momentum didn’t happen overnight. Inside the platform, associates enter a dynamic, always-on space made for learning and connection that keeps them engaged through:

Product education built for first-time creators and seasoned pros
Weekly game nights that reinforce features through hands-on play
Virtual events connecting associates across markets
Logitech experts ready to answer questions in real time

Discord was promoted through national Best Buy trainings, reinforced with QR codes in stores, and energized with incentives and friendly competition. As engagement grew, so did impact, driving a +90% YoY increase in membership and a +48% lift in game night participation.

The community now has more than 1,600 associates across 80+ locations in the U.S. and Canada, spanning stores, corporate teams, and distribution centers.

What started as a training channel is now an established part of how Logitech shows up, building confidence in the aisle and stronger connections to the brand.

Canada Consumer Electronics Sales + Training Digital + Creative US