Nestle adds category value

By Doug Newhouse |

Nestle recently held a two-day workshop in Switzerland to develop the skill set and competency of its European team of Brand Ambassadors. Day one included Marketing and Sales presentations around knowledge development, including topics such as ‘The Confectionery shopper in Travel Retail’, ‘The Confectionery category in Travel Retail’, ‘Perfect Store’ and the Nestle brands.

Day two included a tour of the Nestle Broc factory, located in the Swiss Canton of Fribourg, where Nestle Swiss is manufactured. The tour covered all aspects of the manufacturing process, from the cocoa bean to chocolate bar and ended with a visit to the tourist centre of Maison Cailler, which charters both the history of chocolate making and that of the Broc factory.

Said NITR Customer Marketing Manager Alan Brennan: “Our Brand Ambassadors play a key front line role both for Nestle and the retailer by interacting with shoppers on the shop floor, assisting and advising on their purchase decisions, with the goal of increasing levels of conversion and spend, whilst giving the shopper a great retail experience. 

The objective of the workshop was to enhance the Brand Ambassadors’ category and shopper knowledge which will, in turn, provide the necessary skill sets to drive future category penetration and conversion, which is aligned with the principals of Nestle Perfect Store.”



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