A programme launched to incentivise and motivate O2’s 4300 UK retail staff, which resulted in a 300 per cent sales increase, has been named a finalist within two key awards – the Employee Benefits Awards 2012 and the IPM Awards (Institute of Promotional Marketing).
The Employee Benefits Awards which recognise and showcase employers that have made a significant difference to their organisation through their reward strategies, shortlisted O2’s ‘Spirit’ programme in the category of Most Effective Motivation or Incentive Strategy, while the IPM Awards, which reward excellence in promotional marketing campaigns, shortlisted the programme in the Best Sales Incentive Programme category.
02’s Spirit programme was created and implemented by incentive and motivation agency AYMTM.
The programme was created to centralise reward and recognition activity across the brand’s retail outlets is now the only channel portal. The web based programme (supported by branded print communications), was only accessible to those staff who had completed their accreditation with O2’s ‘Retail Academy’.
The breadth of interactive activity for staff included product knowledge testing, themed online games and access to historical data (previous sales and incentive activity) among many other areas. This was supported by comprehensive management information reporting to analyse the impact & effectiveness of activity.
O2’s Spirit programme was rewarded based on the sophistication of the content as well as its simplification while participants were able to monitor reward earned including points toward an incentive travel trip.
The results to date have produced an increase between 15 and 20 per cent in handset sales, with the most successful tactical element achieving an increase of 300 per cent.
AYMTM’s managing director, Natalie Gunson, commented: “O2’s Spirit programme is testament that the right incentive programme, clearly communicated, offering achievable targets and has an element of fun is what UK employees need right now. We are thrilled that this programme has been shortlisted for two prestigious awards.”
Out of seven organisations shortlisted for the Employee Benefits Award, AYMTM is the only company to have two clients competing in the same category. The winners of the Employee Benefits Awards 2012 and IPM Awards will be announced on 31 May and 12 June respectively.