CROSS TRAINER EARN YOUR STRIPES

Strategy

The adidas Cross Trainer earn your stripes staff rewards programme was conceptualised by Angle Orange in order to generate a significant impact on the Cross Trainer’s slow er moving adidas stock, allow for future sell-in and more significant stock turn-over. This was done through a fun competition between Cross Trainer outlets around the country, with cash prizes for the top performing outlets.

Shopper

Audience: The Cross Trainer retail staff
Shopper: The Cross-Trainer customer

Solution

We ran a store volume percentage staff incentive, where staff stood the chance to win cash rewards for achieving full-price sell through.
All stores received a glorified  button, which was used as a celebratory instrument to announce when an adidas sale was made. We tracked sales on a weekly-basis and summarised the progress in an email for store managers - which they shared with their staff.
To kick start the incentive we also delivered energy sweets along with the button to all participating stores along with a trade presenter and a progress poster for locker rooms.

TOUCHPOINTS
Glorifier button

A celebration ritual to increase excitement over adidas sales.

Weekly progress report

Enabled sales staff to track their progress and see how well they’re performing in comparison to other teams.

Trade presenter

To communicate information about the campaign in order to get retail staff fired up.

Energy sweets drop

A treat designed to increase excitement over the competition.

Progress poster

Placed in locker rooms the progress poster served as a reminder to staff.

Result:
  • Significant full price sell-through on dated stock.

  • Increased sell-in of new stock.

  • 20%+ increase in unit sales compared to the previous period, where generally the category was showing a decline in comparative outlets.

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