Challenge
While Sony’s reputation for innovation and quality means its products are usually high on consumers’ shopping lists, competitors are increasingly switching consumers to their brands in the “last 3 feet” of the retail purchase journey. This is often due to competitors’ influence over retail sales staff through the use of cash incentives and (mis) information campaigns about the merits of their products versus Sony’s.
Approach
Retail specialists from Concise’s parent company, iris, developed an end-to-end strategy to support advocacy for Sony through educating, motivating and rewarding retail sales staff. Concise developed a points-based sales incentive scheme that rewards sales people for learning about Sony products and for every sale they convert. Concise completed financial modelling to establish points value and redemption tiers and to forecast liabilities. Concise also developed an interactive weekly report that clearly showed performance of the scheme at a retailer, store and product level.
Outcome
While the scheme is in its early stages, anecdotal evidence suggests that it is having a marked effect on switching behaviour at the last 3 feet, with extremely high levels of engagement among retail sales staff.
Sony
While Sony’s reputation for innovation and quality means its products are usually high on consumers’ shopping lists, competitors are increasingly switching consumers to their brands in the “last 3 feet” of the retail purchase journey. This is often due to competitors’ influence over retail sales staff through the use of cash incentives and (mis) information campaigns about the merits of their products versus Sony’s.
Approach
Retail specialists from Concise’s parent company, iris, developed an end-to-end strategy to support advocacy for Sony through educating, motivating and rewarding retail sales staff. Concise developed a points-based sales incentive scheme that rewards sales people for learning about Sony products and for every sale they convert. Concise completed financial modelling to establish points value and redemption tiers and to forecast liabilities. Concise also developed an interactive weekly report that clearly showed performance of the scheme at a retailer, store and product level.
Outcome
While the scheme is in its early stages, anecdotal evidence suggests that it is having a marked effect on switching behaviour at the last 3 feet, with extremely high levels of engagement among retail sales staff.