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Epson wanted to improve mindshare at retail, increase sales associate rate of recommendation, and ultimately drive market share in a declining category. So we created a national workforce that served as an extension of the Epson brand in key retail accounts across office super store and specialty retailers such as Staples and Best Buy.
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We approached Epson’s business at three points of influence: training, assisted sales and merchandising. Weekend warriors provided deep engagements with shoppers by focusing on product features and benefits to drive sales. Regional merchandising representatives were assigned higher frequency visits to maintain displays and educate store associates across Epson’s product line. Lastly, regional managers influenced at the GM, DM, RM level at Staples to conduct larger scale trainings and elevate relationships.