Integrated design and marketing group WePurple and Amsterdam-based AI company Narraid are bringing together two sides of the retail experience through a new strategic partnership focused on brand environments, shopper engagement and frontline training.
The partnership brings together the two companies’ complementary strengths. WePurple leverages its expertise in brand strategy, creative travel retail campaigns, design and shopper engagement, with a client portfolio spanning Avolta, Edrington, Essilor Luxottica, Moet Hennessy, Mondelez, Qatar Duty Free and SK-II.
Narraid brings an AI-powered approach to frontline training and engagement, turning existing training decks, brand documentation and marketing materials into podcast-style audio content for frontline teams. The platform offers:
- An entertaining, educational spoken conversation in over 25 languages, with a new script written for each language, rather than directly translated – built around how people in that market talk, with the cultural references they recognise.
- A quiz after each episode, so brands can see what a team has absorbed, not just who listened, with results visible in the Narraid dashboard.
- Distribution through Narraid’s native iOS and Android apps, reaching frontline teams instantly wherever they are.
Brands already working with WePurple can now extend their campaign, product and packaging stories to frontline teams, with Narraid converting the material into audio content for ambassadors and sales staff.
For existing Narraid users, WePurple adds retail design, campaign and activation expertise, connecting frontline training with the shopper experience. Brands still deciding their training strategy can tap WePurple’s creative capabilities to shape how brand heritage and product innovation are brought into the retail narrative.
Narraid Founder & CEO Melvin Broekaart said, “The best brand moments in travel retail happen when what shoppers see and what staff say tell the same story.
“Narraid has always helped brands prepare their frontline teams using the material they already have. With WePurple, brands can now build both halves of that moment together.”
WePurple Founder & Managing Partner Nick Sutton added, “Our new partnership with Narraid lets us offer something genuinely end-to-end for global travel retailers and suppliers.
“It builds on our experience engaging the global shopper – from strategy and ideation, to creative design and communications – by carrying all the way through to the interactions happening on the shop floor.
“It closes the loop between the brand universes we build and amplify, and the people bringing them to life in front of the shopper.” ✈
