INTERNATIONAL. Beam Suntory has created a Brand Ambassador Excellence platform to support its travel retail business. The spirits leader noted that the digital space has been designed to ensure brand ambassadors have the in-depth knowledge required to deliver premium shopper experiences.
The platform offers functionalities tailored to assisting brand ambassadors in day-to-day tasks and enhancing their ability to engage with travelling shoppers.
A centralised digital learning hub offers users 200 years of brand stories and industry knowledge. Assigned e-learning plans allow ambassadors to focus on the key priorities for their location – and keep track of progress – while earning points for different achievements and milestones.
Calendar and campaign functions showcase launches, in-store activations, collaborations and limited-time offerings. A detailed portfolio section gives brand ambassadors access to product images, tasting notes and unique selling propositions.
The news section keeps users informed via the latest articles from the Beam Suntory network, while push notifications highlight newly added content and information.
Lastly, a social page allows ambassadors to connect with each other to create a global community. This encourages sharing of insights, ideas and successes in connection with Beam Suntory brands.
Beam Suntory Senior Manager – Brand Ambassador Excellence Global Travel Retail John Galiatsatos said: “Travel retail brand ambassadors play a crucial role in bringing our much-loved brands to life for consumers.
“They are our storytellers, connecting and building lasting relationships with our shoppers, and are a vital part of our mutual strategy with our retail partners to drive store footfall.
“The Brand Ambassador Excellence platform will help drive sustainable growth for our brands by ensuring our brand ambassador community is always well-informed and connected to our brands.
“Beam Suntory is proud to accelerate our digital footprint and capabilities to provide this one-stop-shop to support our valued brand ambassadors.”
Beam Suntory Managing Director Global Travel Retail Ashish Gandham remarked: “Beam Suntory GTR marked a significant milestone in 2023, officially surpassing pre-pandemic sales in this dynamic, growing channel.
“Our outstanding brand ambassadors played a critical role in helping us reach this milestone, and we will continue to invest in giving them the resources they need to be effective.
“Beam Suntory is pleased to introduce this best-in-class digital platform to further empower our Beam Suntory Brand Ambassadors. We aim to drive consistent ‘excellence in execution’ and deliver a premium experience to our shoppers at airports, border stores and within the cruise sector.” ✈
