비용 부담없이 샤플 이용해보세요! 지원금 보기
A sales promoter is more than just a store assistant—they’re the hands-on link between the brand and the customer. From product displays and inventory checks to managing promotional materials and coordinating with store staff, their role ensures the brand’s strategies are executed effectively on the ground. This role is especially vital in industries like food and beverages, consumer electronics, cosmetics, and retail, where in-store execution has a direct impact on sales.
Key responsibilities include:
Sales promoters aren’t just salespeople—they ensure the brand shows up and performs at the point of sale.
Being talkative or outgoing isn’t enough. Sales promoters must be able to understand instructions, stay organized, and adapt quickly to on-site conditions. The ability to communicate with HQ and troubleshoot issues independently is key.
Top traits for field success:
Job listings often emphasize proactivity, reliability, and time management. Since many companies offer performance-based incentives, self-motivation and a goal-oriented mindset are essential.
At Coca-Cola, promoters work as merchandisers, handling tasks such as:
In FMCG sectors like food and beverages, execution speed is key. Promoters often cover multiple stores daily, tailoring their approach based on each store’s layout, stock status, and personnel. Their role spans beyond visual merchandising—they also manage inventory visibility and optimize in-store presence.
At Telcel, promoters focus more on direct customer interaction, handling:
In the telecom industry, the promoter’s role is more consultative. It requires product knowledge, excellent communication, and the ability to help customers choose the right plan or device.
Each industry has its own nuances, and promoter responsibilities adapt accordingly.
To manage field performance effectively, organizations rely on clear, measurable KPIs:
These KPIs allow trade marketing teams to monitor operations in real time and optimize team performance. For organizations managing dozens or hundreds of promoters, data is essential for identifying performance gaps and top performers.
KPIs also play a major role in incentive programs. Many companies link bonuses to planogram compliance and reporting, encouraging consistent performance and improving field execution.
Managing KPIs isn’t without its challenges—store conditions can vary widely, and on-the-ground changes happen quickly. That’s why digital tools like mobile checklists, real-time reporting, and photo uploads are increasingly standard.
Trade marketing lives or dies by execution at the store level. Even the most brilliant strategy won’t deliver results if it’s not implemented correctly.
According to a NARMS report, stores that achieved 100% planogram compliance saw a 7.8% increase in sales and an 8.1% increase in profit within just two weeks. This shows how proper execution directly boosts performance.
Promoters play a crucial role in this by:
Promoters aren’t just field staff—they’re the ones who turn strategy into action and drive measurable results at the point of sale.
Sales promoters bring brand strategy to life and turn it into sales. Whether in FMCG or telecom, their role is becoming more strategic, and managing performance through data and digital tools is now a must.
In field-driven markets like Latin America, the value of promoters is even more pronounced. If your brand wants to connect with customers more effectively in-store, it’s time to rethink your promoter strategy.
