FMCG

IFFCO Skincare & Beauty In-store BA Programme — Karachi

IFFCO

Client:IFFCO

Year:2024

Duration:Ongoing — 18+ months

Cities:Karachi

Setups:9

The Numbers

LMT Stores Covered

A-grade + B-grade

BA Quality Tiers

Monthly ROI + Quarterly Sales

Reporting

18+ months ongoing

Programme Duration

Karachi

City

The Brief

IFFCO needed to establish a permanent Brand Ambassador presence across Karachi's premium LMT accounts to drive IFFCO Beauty Soap sell-through, communicate skincare benefits at point of sale, and build a loyal repeat-purchase customer base against entrenched category competitors.

The Insight

Premium beauty soap in Pakistan is a considered, sensory purchase. Shoppers want to smell it, feel it, and hear a recommendation from someone they trust. A well-trained, relatable BA at shelf edge who understands the customer's skin type and communicates the product's benefits converts browsers into buyers — and buyers into advocates.

The Big Idea

“Deploy a tiered Brand Ambassador programme: A-grade BAs for flagship accounts, B-grade for secondary stores, with rigorous quality scoring across appearance, product knowledge, sales skill, and customer service — backed by monthly ROI tracking and quarterly sales reporting.”

The Execution

Brand Edge onboarded a team of A-grade and B-grade BAs across 9 key Karachi LMT stores: Diamond Market Up, Imtiaz DHA, Imtiaz Nazimabad, Bin Hashim Johar, Bin Hashim Safoora, Carrefour LuckyOne, Big Buy, KDA Kifaya, and Diamond Ayesha Manzil. Each BA was profiled and rated against a dual-tier quality framework assessing: Appearance and Grooming, Communication and Sales Skills, Product Knowledge, Approachability and Customer Service, Confidence in Demonstrations, Punctuality, Brand Alignment, and Adaptability. A-grade BAs at flagship stores included Fizza (Diamond Market), Shahida (Imtiaz DHA), Sadia (Carrefour LuckyOne), and Samina (Bin Hashim Johar). Quarterly sale reports tracked Q1–Q4 2024 and Q1–Q2 2025 performance. Monthly ROI analysis reports were submitted to IFFCO with store-level sell-through data, KPI achievement vs targets, and BA performance scores.