Infinite adopted a multi-layered approach to achieve maximum results. Firstly, Territory Sales Managers; monitor a quota of retailers, enabling retail staff to close sales of Sony products, injecting passion by utilising the ambassador programme and discussing targets with Store Directors. Secondly, full-time Promoters; sales out responsibility for a single store, ‘employ’ retail ambassadors within the store to ensure sales levels are achieved when the Promoter is not present and gain feedback directly from shoppers around purchasing barriers.

This strategic approach enabled Sony to have a brand presence across its retail estate. Data and feedback are used to drive the programme forward and it is constantly evolving at the speed of retail, shopper actions and the marketplace.