BenQ arms Purple Warriors for retail channel fight

Electronics provider BenQ has announced a new marketing campaign that will feature a series of in-store ambassadors for BenQ products called ‘Purple Warriors’. In order to stimulate demand for its products in the retail channel, its team of Purple Warriors will interact directly with buyers on the shop floor.

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By  Dawinderpal Sahota Published  January 31, 2007

Electronics provider BenQ has announced a new marketing campaign that will feature a series of in-store ambassadors for BenQ products called ‘Purple Warriors’. In order to stimulate demand for its products in the retail channel, BenQ’s team of Purple Warriors will interact directly with consumers on the shop floor. Sales representatives, dressed in purple, will be stood in retail outlets in order to assist customers in making informed purchases. BenQ claim it is keen to create a brand experience that involves high levels of interactivity. Manish Bakshi, general manager at BenQ Middle East and Africa, said: “Consumer opinion, formed by years of changing communications technologies, necessitates fresh marketing strategies. Strategies that not only address such issues as brand reputation, key messages, and communication methods, but consider the customer experience as a whole.” He added: “After all, trust isn’t built from seeing a single advertisement, but from cumulative experience with a particular brand. With the ‘Purple Warrior’ campaign, we want to highlight BenQ’s brand attributes and offer an engaging, entertaining and interactive brand experience unmatched by traditional marketing.” Bakshi claims the vendor is looking to create a strong bond with its customers, and that these Purple Warriors are vital to provide support at the point of purchase. “We can ensure that BenQ products are demonstrated effectively and customer enquiries are handled efficiently,” he said. The performance of Purple Warriors will be continuously monitored via weekly meetings, ongoing product training, using mystery shoppers and surprise checks. BenQ also runs an incentive based rewards scheme to motivate high performers. “This year, we plan to increase our already substantial market share in the regional IT and consumer electronics segment, by introducing innovative, well-designed and affordable technology. We believe we can grow our business substantially and are targeting a 30% growth in sales by the end of this year,” concluded Bakshi.

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