In an industry as competitive as FMCG, effective in-store engagement is essential for driving brand advocacy and influencing consumer choices. One leading FMCG manufacturer recognized this and invested in training programs to empower store staff as brand advocates. However, the company faced significant challenges in tracking the effectiveness of these programs and ensuring their initiatives translated into increased product recommendations and customer loyalty.
The Challenge: Limited Insight into Brand Advocacy Impact
This FMCG manufacturer understood the importance of store staff in raising brand awareness and influencing customer purchases. However, their existing approach lacked visibility and insights, leading to missed opportunities:
- Data Gaps in Product Recommendations: Without actionable data, the brand couldn’t accurately track the effectiveness of staff-driven recommendations, making it difficult to gauge training ROI.
- Limited Visibility into Training Impact: The absence of clear metrics on how training influenced in-store performance and customer engagement hindered targeted improvements.
- Difficulty in Targeted Training: Lacking insights into high-impact products, the brand struggled to tailor its training programs to drive sales and brand loyalty effectively.
The Wiser Solution
To address these issues, the FMCG brand partnered with Wiser and implemented the Retail Intelligence solution. Key features, benefits, and results included:
- In-Depth Data Analysis: By leveraging Wiser’s continuous data tracking, the brand could assess the direct impact of its training programs. This data-driven approach led to a 77% increase in product recommendations by trained staff, demonstrating a clear ROI for the company’s training investment.
- Enhanced Targeted Benefits: Wiser’s insights revealed a 68% increase in targeted benefits highlighted by staff during customer interactions. This ensured that key product features and benefits were communicated effectively, boosting customer interest and engagement with the brand.
- Top Brand Insights: The platform mapped the top 5 brands recommended by staff, allowing the manufacturer to focus training efforts on high-impact products. This targeted approach drove more effective brand advocacy, strengthened brand awareness, and enabled the company to align its training programs with consumer preferences.
Conclusion: The Power of Data-Driven Brand Advocacy
For FMCG brands striving to build loyalty across a wide retail network, empowering store staff as brand advocates is essential, yet challenging. This case demonstrates that with the right data and insights, brands can significantly enhance staff-driven recommendations and strengthen customer engagement. With Wiser’s continued support, this FMCG manufacturer is now equipped to refine its training programs, optimize brand advocacy, and drive impactful results in-store.
