Elevating Retail: How Samsung Transformed Brand Ambassador Management for Campaign Rollouts in Stores

While in other industries, the role of a Brand Ambassador is commonly denoted as a Merchandizer, Samsung opts for the distinct title of Brand Ambassador (BAs). Pivotal figures in the dynamic world of retail, they service a crucial component during new product rollouts. Their responsibilities extend to overseeing the introduction of new devices, managing display props, and handling the logistics of material delivery and return processes. Additionally, their objective is to enhance customer experience with Samsung products by meticulously organizing props, furniture, and related elements. BAs go beyond logistical roles, playing a strategic function in task execution. Collecting field feedback, offering insights for continuous improvement in merchandising, and serving as an information and communication hub in retail operations.

Let's find out how Samsung, with Cheil’s guidance, has changed things up for BAs, allowing them the ability to maximize consumers' product and in-store experiences.

The Warehouse Comes to the BA, Not the Other Way Around:

Samsung's strategic partner, Cheil, proposed a change in the warehouse process, establishing five logistical spots with specific rules for BAs. These spots allow BAs to unlock required devices and are responsible for the local area or the broader region. The BAs had to drive a lot more to go to the central warehouse and lost time and fuel, which would not have been more sustainable.

Now, BAs collect materials from these five local warehouses, reducing travel time and fuel costs. This innovative approach not only streamlines processes but also showcases the power of strategic partnerships in reshaping retail operations by eliminating the need for all BAs to travel to the central warehouse.

Digitalizing the Process:

The shift towards digitalization was a pivotal aspect of this transformation. Previously reliant on paperwork, Cheil introduced scanning devices for each BA. Regular software updates ensured seamless communication, reduced paperwork, streamlined device allocation, and significantly expedited rollout. This digital transformation enhanced efficiency and minimized the scope for errors.

Role of FOM and Senior BA:

Cheil's organizational structure is crucial for its successful streamlined process. The Field Operations Manager (FOM) oversees merchandising, and a Senior BA (more experienced) provides effective communication and ensures smooth workflow. They aim to create transparency, align with company goals and strategy, and maintain operational knowledge through weekly briefings with the BA team.

Forecasting and BA Allocation:

Cheil uses a strategic approach to forecast promotional material requirements, utilizing a store list of 7000 outlets graded from A to D. They determine the frequency of BA visits based on store importance, with A-grade stores needing weekly visits and D-grade stores needing quarterly attention. Cheil's Field Force Management Data Intelligence Team provides additional support in determining store grading and visit frequency criteria, as discussed last season on Linkedin.

Optimized BA Allocation:

Running optimization is a critical aspect of Cheil's strategy. This considers factors such as store grading, each BA’s address, and travel logistics to optimize the BA's schedule. This guarantees that the most vital stores receive priority visits while effectively managing logistical challenges, ensuring optimal resource utilization.

Key Factors for Optimization:

Cheil's simulation model relies on a comprehensive evaluation of five key factors to arrive at an optimized BA schedule:

1. Visit Frequency by Product Categories: The simulation considers the specific visit frequency requirements for each product category tailoring schedules to meet each store’s unique needs.
2. BA's Home Location: The Home location of a BA is crucial for optimizing schedules, minimizing travel distances, and ensuring efficient store visits. Special weightage is given to candidates based on their home location when hiring.
3. Accurate Traffic Distance: Cheil's simulation accurately predicts traffic patterns due to real-world factors like weather and construction sites, ensuring a realistic and practical scheduling approach.
4. Store Grade: Cheil's strategy emphasizes store grade based on shared characteristics or proximity, optimizing routes and schedules to streamline BA activities and enhance productivity.
5. Previous 6-Month Visit History: The simulation model considers historical store visits over the past six months, considering recent interactions and business trends, resulting in a dynamic and adaptive scheduling approach.

BA Initiative Program:

BAs also have the opportunity to participate in the BA Initiative program, which is not mandatory but serves as a stepping stone to becoming a senior BA. This program operates like a training academy, enabling employees to deepen their knowledge on specific topics such as Rollouts and engage in process optimization and digitalization initiatives within the project. This strengthens the relationship between the client, Brand Ambassadors (BAs), and the back office, and enhances Cheil’s communication processes.

Samsung's innovative approach, led by Cheil, showcases the power of strategic thinking and technology in streamlining retail operations, reducing costs and improving efficiency, emphasizing the significance of embracing technology and forward-thinking strategies.

By transforming the BA management process, Cheil elevated the in-store experience of customers while lowering travel expenses, saving BAs time, becoming more sustainable, and considerably increasing overall efficiency

About Field Force Management: A leading consumer intelligence consulting department delivering insights and strategic recommendations to optimize the retail experience. Composed of industry experts, intelligent data analytics, and innovative technologies, our comprehensive approach offers a holistic view of how we support our clients' retail initiatives and objectives.

About Cheil Germany GmbH: Cheil Germany belongs to Cheil Worldwide Inc., one of the world’s leading marketing solutions companies. Established in 1973 with headquarters in Seoul, South Korea, Cheil's thousands of global employees create ideas that move brands, products and people from its 44 offices and 7 affiliates in 37 countries. Cheil delivers innovative communications strategies that drive business results through full-service advertising capabilities and beyond, with specialties in shopper marketing, experiential retail design, PR, sports marketing, and special events. Cheil's creativity is world renowned, as the network is highly awarded by international festivals, including Cannes Lions, CLIO, Spikes Asia, Dubai Lynx, AdFest and Effie Awards. The network enjoyed a stellar performance at the latest 2013 Cannes Lions International Festival of Creativity, winning 21 Lions.