The Scope
A leading national footwear and sports apparel manufacturer was aiming to boost sales by shifting the brand's perspective and focus towards the frontline retail sales associates, transforming them into brand advocates.
The Challenge
The client was grappling with the challenge of stimulating an uninterested sales team in an intensely competitive landscape teeming with more prominent consumer brands. The objective was to exceed sales projections while simultaneously capturing the mindshare of retail sales associates. There was a pressing need to devise and introduce a different, innovative approach.
The Solution
HMI, (now part of 360insights), created an exciting, year-long incentive program that specifically catered to the client's younger retail salespeople. The program centered around promoting the sale of premium products, offering achievable rewards and incorporating specialized promotions for increased engagement.
Key features of the program included the use of in-store leaderboards for engagement enhancement, and tracking of participation through data analysis. Sales activities and bonus promotions were rewarded with points, colloquially referred to as "hits," that could be cashed in for travel experiences, brand-name merchandise, and other intriguing rewards.
A standout strategy was the "Mystery Shopper" concept where salespeople who successfully sold featured products to an undercover shopper would receive significant bonus points.
The Results
The strategy proved effective, resulting in a Year-On-Year sales increase of 12%, exceeding the initial goal by 20%. Over half of the retail store's salespeople enrolled in the program, indicating a high level of engagement. By the third year, there was an 18% lift in sales of the manufacturer’s products. The average participant earned nearly $300 in points per year, and the program model was successfully replicated across three other retail chains. Valuable client feedback hailed the program's design, execution, and consistent creativity.
