Rethinking traditional training.
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.
Product training completions
Brand recommendation rate
YOY seasonal sales lift
HOW WE DID IT
Logitech has been a Premium merchandising partner for more than 15 years. Since 2016, we’ve provided training, brand advocacy and assisted selling services, seeking to create advocates who increase Logitech products’ rate of recommendation. Our dedicated field marketing team has achieved crossover success by implementing a consolidated strategy across 15 markets in Canada and the U.S.
To train associates how to respond to customers’ questions, we had to first find out what those questions are. By answering customer questions and responding to product reviews, our team gains a strategic understanding of what Logitech’s customer segments are looking for. We build our insights into training designed to help retail associates influence the buying decisions of streamers and gamers.
We spotlighted Logitech’s recording software and made recommendations for the microphones, headsets and webcams built for online influencers. We outlined varying levels of sophistication within the assortment to ensure more personalized recommendations for a new streamer compared to an established professional. We offered a deep dive into Logitech’s wireless gaming solutions that deliver the reliable performance and low latency gamers crave.
Logitech trainers scheduled bite-size virtual events, delivering a 93% lift in Logitech’s brand recommendation rate and an 84% improvement in retail employee product knowledge. We also design high-impact training content and host consumer-facing events on Amazon Live.
We created a digital channel to connect the Logitech team more authentically with retail associates through an online community. We have over 1,600 registered across North America, giving them a direct connection to Logitech’s gaming product experts and access to product training, game night event and contests.
We host a quarterly online gaming tournament challenging retail associates to play head-to-head. Each event is live streamed via Twitch. The inaugural contest generated hype, with eight winners traveling all-expenses-paid to watch an esports final in action at ESL ONE New York. A video crew followed as we surprised the winning Blue Shirts in their home stores and shared a front-row seat of their experience at the event.