The House of Marley brand is built on the principles of superior quality, earth-friendliness and a commitment to global charitable causes. They use proceeds from product sales to support efforts to make lives better around the world. The Bbief was to support the demonstration and sales out of a newly launched range of House of Marley products in the top 12 Currys stores across the UK, working from promotional FSDU and in bay space for the 5 peak weekends leading upto Christmas. Our role was to cast the best in class brand ambassadors that had a genuine love of music and an awareness of the environment and the effects of pollution. The individuals needed to be self motivated and good team players.
We recruited 12 individuals that were personable and genuinely loved the HOM brand principles and heritage. They were all tech savvy, articulate with great demonstration and sales skills. All had stand out personalities to ensure that they confidentially approached customers in a knowledgeable and friendly way at an incredible busy time or year!
As the range was new to the Currys our brand ambassadors had a dual role of demonstrating product to consumers but also building brand awareness and loyalty with Dixons Staff. They achieved this by becoming an extended member of the in house store team and ensured they were always on hand to help. They also ran incentives to encourage sales of HOM product even when they were not in store and the top sales assistatnt was rewarded with Love to Shop Vouchers. We achieved a conversion rate of 45% from demo to sale.