We Are Play
Staff zone Submit a brief

Retail · 2 min read

How do you staff a product launch or store opening?

Here is how to get your team trained and ready for launch day.

By the We Are Play team · October 2026

A launch team has one shot at first impressions. They need to know the product, the store and the plan before the first customer walks in.

Train before launch day

On 15 October 2024 a new VR headset launched with Batman: Arkham Shadow, with our ambassadors in 59 stores. Every new starter completed the retailer’s own training before their first shift.

Brand ambassadors in a retail training session before a VR launch
  • 2,750+shifts in store
  • 59stores in five nations
  • 4retailers

Get the store team on side

Your team is a guest in someone else’s shop. Store managers decide where the demo goes and whether there is stock to sell, so brief them early and keep them on side.

One flagship, or many stores

For an AI laptop launch our demonstrators worked 32 days straight at a Future Store on Oxford Street, with weekends in 13 Currys stores. For New Balance’s Run House in London, most of the brand ambassador team was asked back for a second year.

Shoppers watching in-store demonstrators at an AI laptop launch on Oxford Street

Start with a few stores. A flagship or a few weekends tell you what works before you scale it across the country.

Checklist

  • Team recruited and trained before launch day
  • Store managers or venue teams briefed and on side
  • Demo kit signed out and handed over with photos
  • Daily reporting in one format
  • A plan to add shifts where it is working

Common questions

How early should a launch team be trained?

Before their first shift. On the VR headset launch every new starter completed the retailer’s own training first.

How big can a retail launch team get?

Our VR launch ran to 2,750+ shifts in 59 stores across four retailers.

Can a launch run in one flagship location?

Yes. For an AI laptop launch our demonstrators worked 32 days straight at a Future Store on Oxford Street.

Tell us the date and the locations and we’ll plan the team and training.

Talk to us about your eventAll guides

Keep reading.

An in-store demonstrator in a VR headset, with Batman: Arkham Shadow on the screen behindGuideHow do you roll out in-store brand ambassadors across many stores?Training, kit and reporting when you can’t be everywhere.A woman in a VR headset during an in-store demo with a brand ambassadorCase studyIn-store VR demonstrators, UK and IrelandAmbassadors worked 2,750+ shifts in 59 stores, launching with Batman: Arkham Shadow.Customers in the demo lounge at a tech launch on Oxford Street, LondonCase studyAI PC demonstrators in storeDemonstrators worked 500+ shifts on Oxford Street and in 13 Currys stores.

Let’s talk.

Tell us what you need and we’ll reply quickly.

Simple staffing enquiryGet a quick quoteSend us the roles, dates, place and numbers. This is best for events in the next few days or weeks. Fuller campaign detailSubmit a briefFor launches, festivals, tours and longer programmes. We’ll call to talk it through, then send a staffing plan and full quote.