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Play Retail Academy

Play Retail Academy is our training programme for the people who demonstrate and sell your product in store.

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Before anyone works a shift, they learn the product, practise the demo and learn how to sell honestly, using your own materials.

We train the product specialists we place in store, and we can also train your own store teams and the people who train them.

  • 2,750+shifts on a VR launch
  • 59stores in five nations
  • 500+shifts on an AI PC launch
  • 13Currys stores

Selected work.

Teams trained through the Academy.

  1. White label · 59 stores

    The UK and Ireland VR launch team

    Every ambassador on these 2,750+ shifts was measured on demos per hour, sales, accessories and revenue.

    Read the case study
  2. White label · Oxford Street

    Demonstrators for an AI laptop launch

    The whole team finished the brand’s training and Currys’ own before meeting a customer.

    Read the case study
  3. Miko 3 · National campaign

    Miko 3 in-store demonstrations

    We trained demonstrators on the product for Harrods, Hamleys, John Lewis, Selfridges and Harvey Norman, and they shared what worked in one group.

  4. Premium and high-street retail

    Where our teams work

    Selfridges, Harrods, Hamleys, Harvey Norman, Currys, Smyths, Argos, John Lewis, EE, O2 and Vodafone.

Brand ambassadors in hands-on VR headset training in Birmingham before launch

Everyone is trained before their first shift.

Roles we supply.

Product training

Learn the product from your materials, including what it does for real customers.

Typical events: Launches, new ranges

Demonstration practice

Practise the demo until it works in a noisy store.

Typical events: Tech, gaming, toys

Selling honestly

Find out what the customer needs, and show them the feature that helps.

Typical events: Assisted selling

Retailer inductions

Complete each retailer’s own training and induction before the first shift.

Typical events: Currys and other retailers

Train-the-trainer

Train your trainers to run the same sessions themselves.

Typical events: Store teams, national programmes

Reporting

Learn what to record each day, so you see demos and sales as they happen.

Typical events: Every programme

See our full list of roles for everyone we supply.

How it works.

  1. 01

    Start before launch day

    We recruit and train two to three weeks before the launch date, so nobody is learning in front of customers.

  2. 02

    Pilot, then grow

    We start with a few stores, learn what works and then roll it out.

  3. 03

    Measure the right things

    On the VR launch every ambassador was measured on demos per hour, sales, accessory attach rate and revenue.

  4. 04

    Keep the training going

    On the VR launch that meant train-the-trainer sessions, weekly quizzes, training calls and field managers in stores. On Miko, trainers and promoters swapped tips in one group.

What we need from you.

  • Your product and brand materials
  • The stores and dates
  • What you want to measure
  • Demo units and who looks after them
  • Any retailer induction requirements

FAQs.

What is Play Retail Academy?

It is our training programme for retail product specialists. It covers the product, how to demonstrate it and how to sell honestly.

Can you train our own store teams?

Yes. We can train your store teams, and run train-the-trainer sessions for the people who train them.

Which stores have your teams worked in?

Selfridges, Harrods, Hamleys, Harvey Norman, Currys, Smyths, Argos, John Lewis, EE, O2 and Vodafone.

How long before launch should training start?

We recommend two to three weeks before the launch date.

Related.

Two customers trying VR headsets with demonstrators in the O2 storeCase studyIn-store VR demonstrators, UK and IrelandAmbassadors worked 2,750+ shifts in 59 stores, launching with Batman: Arkham Shadow.A busy evening at a tech product launch event on Oxford Street, LondonCase studyAI PC demonstrators in storeDemonstrators worked 500+ shifts on Oxford Street and in 13 Currys stores.A presenter and a costumed character on stage at the Final Fantasy XIV Fan FestivalServiceRetail and tech demonstratorsProduct specialists trained to demonstrate and sell.

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.