SSI CEE Workshop at OPEN Office

On January 23, OPEN Group Moscow office hosted a seminar on improving the effectiveness of field marketing services and field teams for the CIS countries and Eastern Europe.

The event was organized in collaboration with colleagues from the Central East European SSI cluster. The workshop included two main sessions:

1. 1. The session with the participation of the heads of agencies from the Czech Republic, Slovakia, Poland, Serbia, Hungary, Greece and Belarus, where they discussed models for further work, improving field productivity and improving the economics of projects for customers. The agencies paid great attention to the possibilities of working with clients based on several countries, ways to achieve synergy and improve the quality of service.

2. 2. The session held together with manufacturers and customers from the FMCG, pharma, electronics industries, was dedicated to the exchange of experience and analysis of cases from every participant. The speakers discussed the developing trends of retail chains, the main approaches to merchandising and the peculiarities of working and communicating with retail in the Russian and European field marketing markets They also exchanged their experiences of creating the “ideal” model for managing field workers. Agencies and manufacturers cited examples of high levels of task execution, team transformation, KPI replacement and field staff training.

The seminar also included discussions of the working experience involving digital tools. Colleagues expressed great interest in training programs for field employees, including the Open Group Corporate University.

Despite the experience of working with Image Recognition technologies in Europe, foreign participants showed interest in the functionality and flexibility of the Mirum system. As part of the field-safari, participants had the opportunity to see and evaluate its work live and compare it with solutions presented in other countries.

The seminar started constructive communication between the participants, who exchanged experiences and discussed potential future interactions.