The Vancouver-based SPARK Group of Companies this week launched a new, multi-faceted sales and promotions solution, the Brand Partner Program, to train and support workers to drive global luxury brands at travel retail.
Recruited and employed by SPARK, brand partners will provide an engaging and personalized airport retail experience. The program has been devised to expand the role of the traditional airport retail sales assistant or brand ambassador to that of a dedicated airport store brand manager.
SPARK Group of Companies provides staffing and recruitment services to the luxury retail sector in Canada and the U.S. The new program, which is aimed at all major categories in airport retail, is front-loaded with bespoke SPARK sales training, with modules designed to complement the established product training programs of brand and airport retailer clients.
“The success of the program is dependent on a team of five to 10 Brand Partners per airport location and full retailer support,” said Heidi Van Roon, SPARK president and founder. “We have used our experience of delivering some of the most profitable brand ambassador programs and brand activations seen in Americas travel retail in pre-COVID years to create this new, all-encompassing airport retail sales employment service.”
Complete with real-time sales reporting via a dedicated app, the one-year extendable program aims to transform the effectiveness and ROI of the shopfloor sales function.
“What we are delivering with the Brand Partner Program is benefits to the retailer, benefits to the brand, and benefits to the employee,” Van Roon said. “We urge brands and retailers to provide input and to work with us and lead the airport retail sales model forward into a bright future.”
