The theme for the conference was “Ready for the Next Challenge,” and the event began with an emotional opening speech by country manager Paolo Grassi, who also announced his impending move to Bata Thailand. He thanked store managers for their performance in 2016, which saw Bata Malaysia overachieving both in terms of sales targets and budget.
He stated: “I appreciate the effort and dedication of the staff of Bata Malaysia, who believed in the company’s strategy and vision to put in a very strong performance in 2016. I believe that with all the tools and strategy laid out for 2017, Bata Malaysia is ready for the next challenge.”
Grassi then outlined the key points for Bata Malaysia’s Hari Raya campaign, including a strong collection of men’s, women’s and children’s shoes with a “wow” pricing strategy, along with a multi-channel advertising campaign and a “secret weapon” to help boost sales staff performance.
Their secret weapon is a new mobile application named Bata Appy Feet, and KPI manager Jamie Ooi presented a cheeky video produced by the management team to help to explain the app, which is designed especially for Bata sales staff, in order to boost sales, keep track of performance and earn rewards along the way.
The merchandising team then presented the new Bata Brand manifesto video, followed by a video of the upcoming Hari Raya collection, produced along the same lines as the global ‘Me & Comfortable with it’ campaign. Taking inspiration from the Bata Fashion Weekend, a catwalk show with models and dancers also took place to highlight the new collection.
The marketing department presented the upcoming Hari Raya campaign which will feature a multi-channel approach, including in-store POP communication, newspaper advertisement, radio advertisement, online and digital ads, influencers and social media campaigns. It will also be featured in Bata Malaysia’s own website and Facebook page.
The day’s final session saw the grand unveiling of the Bata Appy Feet mobile app, conducted by Grassi, along with finance director Duncan Cowe and app developer Adriano Gazzerro of Whappy Srl, Italy, which was met with a great deal of excitement from the audience.
There then followed a dinner with a “Hawaiian night” theme, which saw staff with happy faces and happy feet, along with performances by an acoustic band, limbo dancing by staff, and on-stage games with prizes. The management team also presented prizes to reward top-performing stores in terms of sales and Bata Club spend.