Manufacturer / Retailer: Inspiring a Sprint in Sales
Increasing a retail chain’s market share by inspiring the sales force to become brand advocates
The Client and Their Past State
The Client
A national footwear and sports apparel manufacturer.
The Audience
Store associates and managers of the client.
The Objective
To meet and exceed sales projections while gaining mindshare of frontline retail sales associates.
The Challenge
Getting the attention of an indifferent team of sales personnel amidst increased competition from more visible consumer brands.
The Client’s Current State and Key Results
Surpassing Goals
High Enrollment
Long-Term Growth
Rewards All Around
Repeated Results
How They Got Here
Marketing
Program Design
HMI constructed an innovative and exciting year-long incentive program, which the client has renewed every year since its start.
This program targeted the client’s retail salespeople, a younger crowd, and emphasized the sale of the client’s premium products. The program offered very achievable rewards for these sales and included specialty promotions to garner more engagement.
One example of a special promotion run for this program is the “Mystery Shopper.” When the anonymous “Mystery Shopper” was greeted by a retail salesperson and encouraged to purchase the manufacturer’s featured product, that salesperson received significant bonus points.
Strategy & Implementation
- HMI’s OnDemand points platform
- In-store leaderboards to increase engagement
- Tracked participation and data analysis
Award Opportunities
- Points, called “hits,” could be earned for a number of sales activities
- Scratch cards for quarterly bonus promotions
- Promotional bonuses such as the “Mystery Shopper” bonus
Points could be spent on rewards such as:
- Travel
- Experiences
- Brand-name merchandise
