MEETING THE CHALLENGE
For over two decades, Garmin had been a household name, mainly known for their innovative navigation systems. However, as consumers began to turn away from separate GPS devices and instead relied on their smartphones, Garmin needed a new plan of attack to keep their brand top of mind. They realized that there was a large opportunity in fitness wearables due to a growing emphasis on healthy living among millennial consumers. However, changing ingrained consumer perceptions of the Garmin brand and driving sales for their new fitness products required a major boost on the ground at retail.
IT ALL STARTED WITH THE HOLIDAY SEASON
Garmin first partnered with BDSmktg during the holiday season to increase brand and product awareness, influence perceptions, and drive sales in the fitness wearable and automotive categories. The BDS team worked with Garmin to develop a custom Assisted Sales Program with a heavy emphasis on recruiting on-brand talent and optimizing the coverage to achieve the biggest sales and mind share lift. While in-store, representatives engaged with consumers, demoed new products, and trained store associates on updated brand and product messaging, in addition to monitoring inventory levels.
WHERE WE ARE NOW
Because their first holiday program with BDS was so successful, Garmin continued to work with BDS for subsequent holiday seasons, deploying additional teams of sales experts to stores. The partnership has since grown to a full-fledged annual dedicated program.