Roadshow Training Tour

Context

In a highly competitive coffee machine market, innovation alone isn’t enough to drive sales. In-store advice plays a crucial role in influencing purchase decisions, yet product knowledge among retail staff often lags behind new launches. With the introduction of Philips Baristina, the challenge was to quickly build confidence, enthusiasm and expertise among MediaMarkt staff — turning frontline employees into credible brand ambassadors who could convert curiosity into purchase at the point of sale.

Connection

People trust great coffee advice when it comes from real experience, not manuals. We translated that insight into a hands-on training tour, bringing Philips Baristina directly to the shop floor through a fully branded Airstream. By combining live demonstrations, expert baristas and practical training on location, we turned retail staff into confident product specialists — ensuring knowledge, enthusiasm and brand advocacy where it matters most: at the point of sale.

Impact

The training tour delivered immediate impact at store level. On average, 4–5 staff members per store were trained as Baristina specialists, increasing product knowledge by 90%. This translated directly into performance, driving a 46% uplift in sales in the weeks following the activation and establishing a stronger, more confident in-store presence for Philips Baristina.