Building Trust, One Conversation at a Time

When you’re the new name in a category ruled by giants, visibility isn’t enough. You need people to believe in you.

Retail Operations

Brand Training

Consumer Electronics

Context

The mobile devices market has long been a duopoly. For any smaller brand, breaking through is an uphill battle. For Xiaomi, the challenge went beyond awareness. As a Chinese manufacturer entering the European market, it had to overcome skepticism around build quality, reliability, and data security. Shoppers were curious but cautious, and few were ready to take a chance on a brand they didn’t yet trust.

Connection Point

When faced with uncertainty, people turn to the experts they can see and talk to: the store staff. But staff only recommend what they understand and feel confident about.
That’s why the first step in earning consumer trust was to win the trust of those who stand at the shelf every day. We needed to empower retail teams with real product knowledge, delivered by real people, not through manuals or screens, but through dialogue.

Solution

We built the Xiaomi Trainer Team: a group of 13 dedicated Field Trainers who became the human link between the brand and retail. Their mission was to bring Xiaomi closer to the people who sell it, to explain, demonstrate, and inspire confidence in every product launch or promotion.

Through flexible routing, our team covered all major retail chains (eMAG, Flanco, Altex, Media Galaxy) and telecom stores across the country, ensuring that every campaign was implemented flawlessly and every staff member was equipped to represent the brand. The result: a stronger presence in stores, more confident recommendations, and a market that now sees Xiaomi not as an alternative, but as a contender.

Work

We make sure brands meet shoppers at their best, through smart execution and insight from thousands of in-store moments. See how we do it in our retail operations projects.