Fabulous, thank you."Katrina LawtonRetail Marketing ManagerSequel UK
Sequel has the UK distribution rights on GUESS jewellery and watches within the UK. This means that they retail through a number of chains such as Goldsmiths, H Samuel, Debenhams and House of Fraser.
GUESS wanted to help motivate retail staff during the busy Christmas period and approached us to design and implement an incentive/reward scheme across (initially) the Goldsmiths group as well as a selection of concessions within department stores in the run up to Christmas 2010. This meant that we needed to talk to 350 stores across the UK.
Taking their brand as our starting point we designed ‘The GUESS Stars Club Campaign’, and produced store packs which informed the manager of the mechanics – what they needed to do to ensure that their team members were enrolled in the campaign. The pack included a credit card sized membership card for each participant so that they could remember their unique log in details (it also acted as a constant reminder of the scheme). Stores operated leaderboards which were updated weekly showing who had the most points. Once the managers were briefed, we launched a teaser campaign… “Guess what’s coming!”
Every time a GUESS watch was sold, that member of staff earned 1 point. Each sale was recorded on a fax back sheet, verified by the manager and sent over to us on a weekly basis.
Using our www.incentivise-me.com website meant that each member of staff had a unique and secure log in code to our web-based store where they could redeem their points. We also branded the campaign website to match the scheme identity. Gifts were delivered into stores to protect the recipient’s personal data, as well as being a physical reminder that colleagues were reaping the rewards of the scheme.
The entire campaign, branded in the GUESS colours and style, helped cement the scheme to its target market and gave the whole venture a feeling of quality and exclusivity. Barely had the campaign begun when sales figures started to rise significantly. After just two weeks of the scheme running, Sequel reported a 46% increase in sales – hugely exceeding their plan and ensuring that it was indeed a very Merry Christmas for all!
“The incentive was a fantastic idea, the prizes were fab and the vouchers instead of prizes were also very good. The whole incentive was organised amazingly, too. Your staff were a big help to myself and my team, always going that extra mile to make sure we got what we wanted. Your incentive wasn’t the only one running during Christmas. However, it was the most reliable and most enjoyable and also gave the best prizes for my team. People need something to smile about these days and the GUESS incentive did just that.”
Jamie Thomson — Watch Manager, Goldsmiths Windsor
“The scheme was so well received by Sequel, the stores’ management and the store staff that we have been asked to create three further campaigns: one will be an intranet and paper based campaign for H Samuel, the second is a Spring campaign for Goldsmiths and the third will be a prestige campaign for stores stocking the higher value GUESS Collection brand. These campaigns will go live in the spring of 2011.”
Sequel Rewards Manager
Our dedicated Sequel project manager was the direct contact for all queries and wish list requests (this facility allowed anyone to make a wish for the gift of their choice should it not already appear online). It was her responsibility to monitor points and ensure that anyone who had not activated their account or who did not spend their points was contacted to check that they knew about the scheme, understood how it worked, when their points needed to be spent by and were therefore fully engaged in the scheme.