The New Promoter: versatile, digital, and results-oriented

In a sales environment that is no longer purely physical, the role of the promoter has changed. Today, brands need more than just presence: they need measurable impact, adaptability, and a genuine connection to the buyer, including in digital channels.
Today’s ideal promoter doesn’t just execute. They understand, measure, adapt, and continuously improve.

1. Goal orientation (and not just task orientation)

A good promoter no longer limits themselves to being present at the point of sale:

• They know the KPIs of each campaign
• They adjust their focus when goals change
• They work with supervisors to adapt arguments or techniques
• They interpret data to act better, not just to report

He is a professional who understands his impact and works to maximize it.

2. Hybrid presence: Store and digital environment

Today’s promoter must be able to build trust even through a screen:

• They use video assistance, e-learning, and live shopping tools
• They answer questions in e-commerce channels
• They offer remote customer service

In summary: They are just as effective behind the counter as they are behind a cell phone.

3. Continuous training and development

Leading brands no longer view promoters as a one-off resource. They develop, train, and evaluate them.

• E-learning platforms
• Tactical briefings
• Active on-site monitoring
• Evaluation of the quality of execution and reasoning

This turns promoters into strategic assets rather than operational resources.