Nestlé holds two-day brand ambassador workshop

Nicole Mezzasalma


The training programme for Nestlé International Travel Retail’s European team was held in Switzerland

Nestlé Swiss sampling at London Heathrow airportConfectionery supplier Nestlé International Travel Retail (NITR) held a two-day workshop for its European team in Switzerland to develop the skills of its brand ambassadors.

The first day included marketing and sales presentations focused on the confectionery category in duty-free, the confectionery shopper in travel-retail, the Perfect Store concept, brand information and commercial strategies.

Day two featured a tour of the Nestlé Broc factory in the Swiss canton of Fribourg, where the Nestlé Swiss range is manufactured. Brand ambassadors were treated to all aspects of the manufacturing process in order to increase their knowledge of how products are made. The tour ended with a visit to the Maison Cailler tourist centre, which charters the history of chocolate-making and the Broc factory.

NITR customer marketing manager Alan Brennan said: “Our brand ambassadors play a key front-line role both for Nestlé 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 Nestlé Perfect Store,” he concluded.

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