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CASE: SALES REPRESENTATIVES MOTIVATION
How to simplify work processes for nation-wide staff and increase sales by 59%
Problem
Our client, one of the largest FMCG companies in Russia, has been actively using various trade marketing programs: wholesale bonuses, special offers for retailers, POS specific promotions. But traditional methods slowed down in results.
Problem
Our client, one of the largest FMCG companies in Russia, has been actively using various trade marketing programs: wholesale bonuses, special offers for retailers, POS specific promotions. But traditional methods slowed down in results.
Goal
Stimulate sales by non-exclusive distribution
Goal
Stimulate sales by non-exclusive distribution
Solution
We developed a mobile platform with a motivational program for sales reps and distributors. It targeted to quickly deliver and manage sales objectives and inform about new products and offers supporting sales activities.
Solution
We developed a mobile platform with a motivational program for sales reps and distributors. It targeted to quickly deliver and manage sales objectives and inform about new products and offers supporting sales activities.
1. We actively engaged target audience to motivate them even more
Sales representatives are not part of the staff. There is no process to transition them to obligatory mobile app usage. The app should provide for additional value to be actively used.
1. We actively engaged target audience to motivate them even more
Sales representatives are not part of the staff. There is no process to transition them to obligatory mobile app usage. The app should provide for additional value to be actively used.
Bonuses
Using application led to points accumulation with every activity performed - submitting reports, passing a learning module, uploading a photo of a shelf, etc. Accumulated bonuses were redeemable against gift certificates in most popular online retailers and services.
Gamification
All traditional and annoying activities were digitized and managed via a smartphone, intuitively, and quickly. We transformed routine into an easy quest-like activity, guided at every step. Extra mechanics provided for extra points.
Learning
We developed short training with test-based controls to increase the knowledge on products portfolio and merchandising best practices. Completing it also provided additional points.
Bonuses
Using application led to points accumulation with every activity performed - submitting reports, passing a learning module, uploading a photo of a shelf, etc. Accumulated bonuses were redeemable against gift certificates in most popular online retailers and services.
Gamification
All traditional and annoying activities were digitized and managed via a smartphone, intuitively, and quickly. We transformed routine into an easy quest-like activity, guided at every step. Extra mechanics provided for extra points.
Learning
We developed short training with test-based controls to increase the knowledge on products portfolio and merchandising best practices. Completing it also provided additional points.
2. Considered every need of the audience
Sales reps are people with different backgrounds and experiences. The app had to be equally intuitive and accessible for all, even for not extremely digitally-savvy or preferring basic models of smartphones.
2. Considered every need of the audience
Sales reps are people with different backgrounds and experiences. The app had to be equally intuitive and accessible for all, even for not extremely digitally-savvy or preferring basic models of smartphones.
App ergonomics became our priority. Even with the basic to none experience with digital technology, any sales rep grasped the app benefits quickly and followed the use pattern we targeted.
Natalia Kuznetsova, Client Services Director Convergent
App ergonomics became our priority. Even with the basic to none experience with digital technology, any sales rep grasped the app benefits quickly and followed the use pattern we targeted.
Natalia Kuznetsova, Client Services Director Convergent
What did the client get?
1
Online sales management tool
2
Quick and easy business-to-partner communication system
3
Management dashboard to track the sales progress online
4
Motivation tool for sales representatives
5
Outstanding results: teams that used the app increased sales by 59% over two years
What did the client get?
1
Online sales management tool
2
Quick and easy business-to-partner communication system
3
Management dashboard to track the sales progress online
4
Motivation tool for sales representatives
5
Outstanding results: teams that used the app increased sales by 59% over two years
Our app was awarded a gold medal in "The Best trade marketing motivational program" category
*POPAI AWARDS is a key event in retail marketing. It targets to celebrate outstanding solutions in POSMs and in-store communication globally
Our app was awarded a gold medal in "The Best trade marketing motivational program" category
*POPAI AWARDS is a key event in retail marketing. It targets to celebrate outstanding solutions in POSMs and in-store communication globally
What happened next?
We optimized the product. Now it's an out-of-the-box licensed solution with various configurations depending on the business needs.
What happened next?
We optimized the product. Now it's an out-of-the-box licensed solution with various configurations depending on the business needs.
Can this benefit your business too?