Leveraging game mechanics to drive laptop retail sales
Scroll Down
Learn how BI WORLDWIDE Canada (BIW) helped a leading National Retail Chain boost entry-level laptop and high-performance laptop sales nationally by implementing an incentive strategy that leveraged game mechanics to drive engagement and spark excitement.
Objective
Sell more than 800 laptops nationwide.
Solution
BIW designed and operated a 21-day sales incentive for 2,961 retail sales associates using a 'Break the Bank' incentive structure.
Core sales incentive program components
Sales incentive program participants earned a portion of the pre-budgeted prize bank — made up of award points — on a first-come, first-earned basis. This was done by completing specific, pre-determined sales or activity metrics.
Progress updates and site communications kept everyone focused – informing associates how much remained in the bank. This approach:
- Created a sense of urgency by motivating participants to act swiftly.
- Ensured the award budget remained intact by concluding the promotion once the prize bank was depleted.
- Encouraged friendly competition among participants.
Sales contest rules
The prize bank started with 40,000 award points. Associates earned 35 points for each qualifying sale of an entry-level laptop unit priced over $299, and 60 points for each high-performance laptop unit sold.
Results
- The prize bank was exhausted 16 days after the contest began – 5 days before the projected end date.
- 1,160 entry-level and high-performance laptop units were sold – exceeding the objective of 800 units by 145%.
- 728 participants, representing 25% of the total audience, sold at least one unit.
- Total revenue exceeded $346,840 (1,160 units sold at $299 each, not including the cost difference for 36 high-performance laptop units), plus $107,640 in revenue above the forecast.
- The total cost of the program was $10,375.
The best way to get started is to get in touch.
