The Field Marketing Awards 2009

Most Effective Retail Training / Mystery Shopping
Gold: Gekko & Digital UK

Digital UK has a remit to ensure that the general public receives accurate and up to date information regarding switchover. This is done through a number of communication channels including direct mail to consumers' homes, TV and press advertising.

When seeking advice regarding switchover, many consumers will also visit retailers in the area. Providing support to these retailers and their staff is vital and for this reason a team of the Retail Support Executive are deployed by Gekko on behalf of Digital UK to ensure sales staff and store managers are fully prepared and equipped in advance of the digital TV switchover.

With no training department within Digital UK, Gekko deliver an outsourced training service for the government-backed organisation, managing the entire retail training function end to end. This has included the development of a training strategy which addresses the training needs of all retailers.

With no actual product of service to sell, the Digital UK team is a departure from traditional field sales marketing teams and whose principal remit is one of education.

To meet their objectives, Gekko created a training process that has been designed to be flexible and able to adapt to meet the differing needs of the Region, Retailer and Consumer.

The results of this training showed that uptake and follow up had reached high levels and met client expectation. Digital UK declared themselves "delighted with the success of the training strategy".

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