| Motivation –
‘Minding the Store’
Motivating consumer-facing staff in stores
can enhance a promotional marketing campaign.
Brands and retailers spend millions on campaigns
to promote sales but it can count for little if they
forget the shop floor staff who are their day-to-day
ambassadors. With few people working in retail seeing
it as a career, and many being only part-time or temporary,
this is one of the toughest groups to motivate.
“Integrating consumer marketing activity with
staff incentive programmes has great potential”
says Libby Waldie, head of operations at Unmissable,
the prize and incentive specialist. “Incentivising
staff will encourage them to support the promotional
activity as there is benefit to them in the form of
an end reward. If the incentive is pitched well, it
should increase staff’s interest levels in the
product, which should not be underestimated as they
are the people who have the power to attract the customer
to it.”
A good incentive scheme linked to a broader marketing
campaign can also help participants to understand
the brands they are selling. “Assuming the brand
makes the incentive relevant, it should also ensure
that the staff in question have the brand’s
message in mind, which could further help entice the
customer.”
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