Retailer Support

Laufen Retailer Training Days

As part of their Retailer Support Programme, Laufen UK regularly invited their bathroom retailers to their showroom for a ‘Swissness’ training day. Each day involved learning about the Laufen the brand, its products, benefits and consumer issues. Despite some relative success, concerns were raised regarding the objectives, identity, content and flexibility of the training days. In response, Laufen decided to rebrand the training day concept so that such concerns could be addressed. 

Responsibilities

The first stage involved myself working with the ‘Brand Manager’ to rewrite the broader Programme strategy. This involved reviewing the aims, objectives and long-term plan for the Laufen training days. The review established the need for new training day marketing material such as invitations, table cards and roller banners. Working with an external agency, this new material was based on the Swiss logo thus tying it with the original training day concept called 'Swissness'.

Details

 With Laufen being a luxury brand, the printed material had to reflect the brand’s premium positioning. Hence, special finishing was used to distinguish the print from any competitor material. Finally, an email marketing campaign was created which asked retailers to sign up for the training days.

Details

The success of ‘Swissness’ was measured through the number of visitors, repeat visitors and newly converted retailers. With results being better than expected, Laufen UK applied the same concept to their specifier network (e.g. architects, interior designers) who also created their own training days.