How Google Changed Promoter Agency Without a Break in Pay or Store Cover
In June 2026, Google moved its in-store promoter program in India from its previous agency to Channelplay. Every promoter kept the same job, the same net take-home pay, the same store and the same Google employee code. Since then, Google has seen faster ticket resolution, a growing team and rising sales.
It worked because we treated the move as the promoters' problem first and Google's second: we told them in writing on day one that nothing they relied on would change, pre-filled every record so they only had to confirm it, and put each step on their phone.
The brief: change agency, keep every store selling
For a brand, changing agency is a contract decision. For a promoter, it's a question about their livelihood. Will I still have a job? Will my salary drop? Will I lose my store? A promoter who can't get an answer starts looking elsewhere, and a store without its promoter stops selling the brand that day.
Google also needed its own systems to keep working. Its reporting runs on each promoter's employee code, and every outlet on its list needed its promoter on the day of the switch. So the brief was simple to say and hard to run: move the whole team, lose nobody, and leave no store uncovered.
Day one: job, pay and store, in writing
We answered all three questions on day one, in a welcome letter, before we asked anyone for a single document. Ask for documents first and you're asking people to do paperwork for a job they aren't sure they still have. The letter promised:
- Your job is secure. Every promoter moved across, with no re-interviews and no fresh probation.
- Your take-home stays the same. Monthly in-hand salary would not change.
- Your store and role stay the same. Promoters kept their outlet and their Google employee code.
Each promoter acknowledged the letter by confirming an official Channelplay email address, so they had a Channelplay identity from the first day.
Keeping those promises depended on three sets of data from the previous agency. With them, we built every promoter's record before they logged in, so promoters only had to confirm their details, not type them in again.
- The CTC master held each promoter's current salary structure. It's how we matched take-home pay.
- Employee information carried personal and role details, including the Google employee code each promoter already carried.
- The store master mapped each promoter to an outlet, so every store stayed covered on the day of the transition.
A transition portal built for the promoter's phone
Chasing a large field team over calls and spreadsheets is how documents go missing. Instead, each promoter got a personal transition journey on a self-serve portal. They log in with their phone number, see exactly where they stand, and finish the next step themselves:
- Welcome letter
- Upload documents, such as Aadhaar
- Document verification by Channelplay HR
- Salary confirmation
- Offer letter
- Employee connect, face to face or virtual
- Appointment letter
A colour-coded timeline shows what's done, the one step that needs the promoter now and what comes next, so nobody has to wait for a supervisor to tell them. Every stage carries a reference ID and a verification status, so HR and the promoter see the same record. Each stage also has a dated completion target, which our team tracked live. The paperwork-heavy steps (uploading, verification and salary confirmation) ran in parallel rather than one after another.
Every question had one place to go: a named transition spokesperson, with one email address and one direct mobile number shared with every promoter. Joining kits followed within the first month: T-shirts, ID cards and laptops, with handsets to follow once licensing is complete.
Why salary comes before the offer letter
Before any offer letter goes out, each promoter sees their salary structure on the portal: CTC, the full monthly breakup and net take-home pay, pre-filled from the previous agency's CTC master. They check it and tap to confirm. If something looks wrong, they raise a query and HR corrects it before the offer letter is released. That's how every promoter checked the take-home promise for themselves, and why nobody got a surprise when their first Channelplay payslip arrived.
Growing the team during the move
While the transition ran, we also opened hiring for every vacant outlet on Google's target list, through five sourcing channels at once:
- Job portals such as LinkedIn and Naukri
- Channelplay's own hiring app, where we screen candidates directly
- An intern pipeline, converted into promoter roles
- Referrals from existing promoters
- Our talent pool from other Channelplay programs, where trained people who are between assignments are redeployed
Hiring alongside the move meant vacant outlets started filling during the transition instead of waiting for it to finish. Our recruitment and payroll team also hires and pays field teams for other brands.
One app instead of three channels
Under the previous agency, promoters captured sales in a separate app, raised issues with a separate ticketing agency, and got updates relayed through their managers. We're bringing all of it into OneView, one app for the whole working day:
- Attendance is marked and tracked in the app.
- Updates from Google, such as a new launch training, run as banners on the home screen as soon as they go live, so they reach every promoter directly instead of passing through managers.
- Tickets are raised and tracked in the same app, with no separate agency.
- Sales capture is moving into OneView, so one login will cover the whole day.
Tickets now close much faster than they did under the previous agency, measured against the resolution times Google reported for it.
On the sales floor: training that keeps up
Promoters sell on product knowledge, and every launch puts some of it out of date. So training runs on a fixed rhythm:
- Every promoter attends at least one structured core training each month, with no exceptions.
- Monthly refresher sessions keep the pitch, features and new launches sharp between core sessions.
- Our team makes mystery store visits, walking in as customers to see the real pitch and the real demo.
- Quick quizzes check that training has stuck.
The pieces feed each other. When a mystery visit spots a gap, it goes to the trainer, the trainer re-teaches that topic, and a quiz confirms it landed. Google's product sales have grown since the transition, and we credit much of that to this loop. Our training practice trains other brands' field teams too.
The verdict: promoters first, then Google
We asked every promoter who moved across to rate how their transition went, compiled the ratings and shared the average with Google, unfiltered. Google's own feedback, based on those ratings, was very positive. It's the same order we ran the whole move in.
Alongside the promoter program, we also run sales team management, visual merchandising and store maintenance across Google's stores.
Three questions to ask before you change promoter agency
Most of a promoter handover is planning, and our sales manpower transition plan walks through it step by step. This program adds three questions worth putting to any incoming agency:
- Will promoters see and confirm their take-home pay before the offer letter? A promise in a letter reassures people. A salary they can check on their own phone keeps them.
- Will they keep the employee code your reporting depends on? If the code changes, your dashboards break at the moment you most need them.
- Will you share the promoters' own rating of the move? It's the quickest honest read on whether the team will stay.
To see how we run in-store teams for other brands, read about our managed sales teams or Harman's in-store demonstrator program.
