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Unlocking the Power of Field Marketing in Driving Sales in a Competitive Market
By Rupinder Singh
Design: Creating a Visual Identity
In today’s fast-paced marketplace, online sales are often seen as the dominant force, but for many brands in India, offline sales continue to hold a significant share. This is especially true for high-involvement products such as smartphones, smart home devices, and large appliances, where consumers prefer to engage with products firsthand before making a purchasing decision. Field marketing, the practice of using brand representatives to interact with customers in physical locations, has proven to be an indispensable tool in driving these offline sales.
Even with the shift toward e-commerce, many consumers still prefer a hands-on experience with products—particularly in high-tech sectors. In fact, 61% of consumers express a preference for purchasing electronics in-store after interacting with the product, and for some categories, this figure can soar above 90%.
Field marketing allows brands to leverage these preferences by placing trained experts in retail locations to offer personalized product demonstrations and guide customers through their purchasing journey.
At Multiplier, we partner with leading brands to optimize in-store sales efforts.
Through our team of skilled in – store promoters, we help brands deliver an interactive customer experience. These in – store promoters are stationed at last mile retail locations where they showcase product features, assist with technical questions, and ensure that the product’s unique selling points are communicated effectively.
By focusing on building relationships with customers through in-person engagement, Multiplier has helped brands create memorable experiences that encourage consumers to make confident, informed purchase decisions.
One memorable anecdote involves a major consumer electronics brand struggling to differentiate itself in an increasingly competitive market.
With Multiplier’s help, the brand deployed trained In – store promoters in key retail locations across the country. These promoters created a seamless bridge between the customer’s online research and their final in-store purchase.
As a result, not only did the brand experience an uptick in sales, but they also saw a significant improvement in customer loyalty.
Field marketing facilitates this transition by bridging the gap between digital research and physical purchase, ensuring that customers receive the same level of information and confidence in-store as they do online.
Multiplier’s workforce management solutions emphasize this omni-channel approach by providing brands with trained staff who can offer a personalized experience. These in – store promoters understand the importance of blending the digital and physical sales journeys
As the retail landscape continues to evolve, field marketing presents exciting opportunities for brands to not only increase sales but also create meaningful, long-term customer relationships. By leveraging Multiplier’s expert Shopper Consultants, brands can uncover cross-selling possibilities by analysing customer needs in real-time, driving additional revenue for both retailers and brands. Moreover, with an effective O2O (Online-to-Offline) strategy, Multiplier helps seamlessly connect online product searches with offline sales fulfilment, ensuring speed to market and making omni-channel experiences a reality for customers.
