A national event in-person for the first time in two years

Ahead of the launch of its latest tech innovations in August 2022, Samsung asked Blue Square to deliver its National Training Summit.

The event would not only introduce Samsung’s sales teams and brand ambassadors to the new Galaxy Z Fold4, the Z Flip4, Watch5, Watch5 Pro and the Buds2 Pro, it would be the first time in well over two years a Samsung summit had been delivered in-person.

The need for full on engagement

During the pandemic, all training had to be delivered in a virtual or hybrid space, so Samsung challenged Blue Square to tick a lot of boxes for this major live event.

Blue Square is aware that for brands to engage with their customers, they need to get the brand’s own people and brand ambassadors on board first.

That means combining the personal touch with the best of technology to ensure they’re are fully engaged and enthusiastic.

Moreover, as the first live event since the pandemic, the event itself needed to be a source of celebration.



New team, new event

This was also the first National Training Summit with the Samsung teams in their unified Omnichannel structure. Samsung colleagues, whether online, in retail or from contact centres, now gathered as one team.

Delegates from the UK & Ireland teams, including the Omnichannel Training Managers, Training Teams, B2B, E-Promoter, In-store Promoters and the Premium Retail Experience teams would meet at The Vox Conference Centre in Birmingham.

From research to delivery

Blue Square had the responsibility for every aspect of the project – from sourcing the venue, through to defining the experience and delivering training sessions.

This included finding relevant suppliers, managing the delegates and their experience, pre-and post-event communications, creating the training content, and managing the hand-outs of devices to the delegates. It was a truly end-to-end task.

Hands on the product

Blue Square invited over 150 Samsung Omnichannel employees to the event. Once there, they experienced a day crammed with activity.

Following keynote presentations introducing each of the new products, breakout groups were organised for product-specific, hands-on training.

During these sessions, each of the delegates were given the devices to continue their personal acquaintance with them. This also meant they’d be ready to share their knowledge with their teams once the event was over.

Nearly 200 Galaxy Z Fold4s and Flip4s were distributed to the delegates at the summit.

Special market insights

A highlight for many attendees was the appearance of special guest, Chloe-Alexandra Findlay, Samsung’s marketing insights manager. She gave real-world consumer insights to the field team, alongside invaluable marketing data on the industry and consumer buying habits.

At the end of the day, employees’ product knowledge was tested by the trainers there. They conducted Launch Readiness Assessments to make sure the messages delivered throughout the day had landed.

Blue Square's special touch

Blue Square places people’s personal experiences at the heart of everything. As such, it can equip clients with all the key information, resources and support they need to be successful in their work.

This event gave Samsung the opportunity to instil new product knowledge and give their staff the confidence to take the Galaxy products mainstream. This means driving pre-orders and selling well.

Proven success

The training assessment garnered an average pass mark of 96% for the 150+ Samsung Omnichannel employees.

The National Training Summit sparked a level of excitement in the delegates that other forms of new product training can’t achieve. This excitement then translates in the field into customer engagement and sales.

Post-event highlights

As well as the physical event, Blue Square took responsibility for repurposing the content to deliver virtual training sessions to Samsung’s channel partners.

After the event, Blue Square interacted with over 14,000 Field Sales Consultants (FSCs), still under pre-embargo.

It also virtually contacted thousands more FSCs and Contact Centres in retail through exclusive ‘Unpacked Events’.

This provided Samsung with an excellent platform for the pre-order period. Their staff had knowledge and awareness of the devices and Samsung’s proposition for end users. And over 25,000 FSCs had been contacted by the time of the device launch on August 26th.



new Samsung products launched


Omnichannel attendees


pass rate on product training


Field Sales Consultants ahead of launch on 26 August
Injecting X Into EXperience

Blue Square Specialisms

Event Management
Product Demonstration

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