Beko employs Gekko to deliver enhanced experience in store

Leading home appliance brand Beko has selected field marketing agency Gekko to help educate shoppers, provide in store demonstrations and drive positive brand awareness. 

With the majority of all retail purchases worldwide still being made in bricks and mortar stores, Beko PLC is placing demonstration teams at the heart of its brand experience strategy to help convert sales at the end of the customer journey.

The campaign will see Beko PLC working in conjunction with Gekko to develop a team of highly capable product demonstration and sales specialists. Working closer with Beko’s Trade and Training team, Gekko will ensure the team has the necessary skills to deliver both great customer services and sales. The Beko promoters will work within key stores across the UK, providing customers with product demonstrations and advice on their next home appliance purchase.

Philip Toomey, trade marketing manager at Beko, said: “We want to make sure all customers that are visiting one of our partner stores are met by knowledgeable and helpful Beko brand ambassadors. This is vital to not only our sales but also to our brand reputation. Gekko’s trained teams are a vital resource in extending our brand message and experience on the shop floor and turning browsers into buyers of the Beko brand.”

Daniel Todaro, managing director at Gekko, said: “In the current retail climate, good customer service is the difference between a shopper walking out of the store with your product or your competitors Many of us still prefer the face-to-face interaction and experience we get when visiting a physical store, especially when carrying out considered purchases such as washing machines, cookers or dishwashers. Beko is taking full advantage of demo teams to link-up and complete the customer’s journey.”

Beko Select is a new exclusive range of built-in and freestanding appliances that are set to be launched in Currys later this year. Also owned by Beko Plc, Grundig is a premium home appliance brand, with a German heritage. The Grundig free-standing appliances have been introduced in Currys since November 2013 and have been sold exclusively via this retail channel since then.