Duraflex Group Australia (DGA), the local distributor for Thomas Sabo, has launched the Thomas Sabo Ambassador Program and subsequently announced the appointment of its first brand ‘ambassadors’.
All retail stockists carrying the Thomas Sabo Sterling Silver collection – equating to more than 250 stores – were invited to nominate staff members to participate in the initiative, which rewards those involved for their visual merchandising, stock management and sales results.
The majority of stockists opted to take part, and following an extensive selection process, a single ambassador for each retail store was chosen. In addition to being periodically assessed by a team of DGA sales representatives, ambassadors will be required to complete an intensive two-part training program.
DGA managing director Phil Edwards said the program was introduced in order to drive the best possible return on investment for its retail stockists.
“By ensuring their retail staff are fully trained and competent to manage and sell the brand, retailers will benefit from improved overall sales, in-store visual merchandising, better inventory management and stock turn,” he explained.
Individual ambassadors will be rewarded with product incentives, shopping vouchers and access to exclusive events based on their performance. One participant will also be given the title of ‘grand ambassador’ and awarded a $5,000 travel voucher to be spent on a European holiday of their choice.
Edwards said DGA was thrilled with the response the initiative had generated. “The launch of the Thomas Sabo Ambassador Program has been met with great interest and excitement from our valued retail partners. We look forward to working together with our ambassadors to further drive the brand at a store level.”
The program will run until November this year, with the grand ambassador to be named in the same month.
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