Sony Ericsson has hired field marketing agency CPM to deliver staff training and drive its brand identity within 3,000 mobile retail stores where the manufacturer’s handsets are sold.
Sony Ericsson’s newly appointed team of market development managers from CPM will be visiting the stores, training staff primarily on the shop floor.
CPM will also manage a team of product training managers whose remit is to provide bespoke staff training and support regionally and within contact centres.
Sony Ericsson UK and Ireland marketing director David Hilton (pictured) said: “We were impressed by CPM’s targeted approach. Our latest handsets offer a total entertainment package and we’ve been looking for a partner that can provide a correspondingly dynamic field marketing solution – for both educating and developing strong relationships with retail staff.”
CPM is building a dedicated CRM system for Sony Ericsson. The system, Retailforce, will enable the agency to track which specific training sessions have been provided to each staff member in each store. It will go live in September.
CPM commercial director Phil Roberts said: “Having identified those stores offering the greatest opportunity to maximise sales potential, we’ll send advance communications prior to each visit, saying who we’ll be training and what that training will cover. We’re convinced that this will achieve a much deeper level of intimacy and result in real stand-out for Sony Ericsson in-store.”