Boosting Wessex Garages' Sales with Gamification
Wessex Garages is one of the UK's largest automotive dealership networks, offering new and used cars from leading manufacturers like Nissan, Kia, Mazda, ORA, and Hyundai.
Over a decade-long partnership, Fiora have collaborated with Wessex Garages on various campaigns to attract new customers and solidify their reputation as a premium dealership.
The Challenge.
With over a hundred salespeople, Wessex Garages faced a drop in workforce motivation and performance. The existing bonus system was cumbersome, relying on complicated spreadsheets that required multiple handovers between staff. Most bonuses were processed at the end of the month, leading to intense administrative workloads and unclear performance tracking. This situation was affecting sales performance and staff engagement.
Our Thinking.
We recognised that a motivated sales team is crucial for success. Simply offering bonuses wasn't enough; we needed to inject excitement and clarity into the process. By tapping into the common interest of football among the team, we saw an opportunity to make the sales process more engaging through gamification.
What We Did.
Introduced a Football-Inspired Incentive Platform
League System: We divided the sales team into three leagues:
- Premier League: Top-performing staff.
- Championship: Staff meeting their targets.
- Conference: Staff needing improvement.
- Custom Points System: Developed in collaboration with key stakeholders, the system awarded points based on sales. New car models earned more points than used cars, and selling added packages had their own points.
Simplified the Bonus Structure
- Automated Rewards: Points directly translated into bonuses, automatically added to each salesperson's profile.
- Regular Updates: The league tables were updated quarterly, with a platform allowing staff and management to view standings at any time.
Streamlined Administration
- User-Friendly Platform: We carefully designed and wireframed the platform to be intuitive, automating calculations to reduce manual workload.
- Encouraged Timely Data Entry: Salespeople entered their sales data regularly to earn points, eliminating end-of-month bottlenecks.
Implemented Stretch Targets
- Real-Time Messaging: Added notifications to inform sales staff when they were close to achieving the next bonus level.
- Motivational Reminders: Underperforming staff received gentle prompts about their targets, keeping them engaged.
Outcome.
By rethinking the bonus system and making it more engaging through gamification, we revitalised Wessex Garages' sales team. Combining behaviour analysis with understanding human motivations, can lead to significant business improvements. The new system not only boosted sales but also fostered a more enthusiastic and productive workforce.