Guide

How Gamification Can Boost Beverage Alcohol Sales

Beer, wine, and spirits companies have a unique opportunity to drive better outcomes by integrating gamification into their employee workflows.

Change is the only constant in the beverage alcohol industry.

The demographics with buying power influence the market—which constantly makes room for new products and brands. The cycle is fast and furious: In-store displays go up, sell through, and get replaced with other competitors. And all the while, suppliers and distributors try to capture the performance of both a changing product supply and a disparate sales team. Given all those moving parts, it seems quite an impossible task.

But there's good news:

Beer, wine, and spirits companies have a unique opportunity to drive better outcomes by integrating gamification into their employee workflows. Because of the way these organizations operate, they can directly tie gamification activities to increased distribution and higher sales. And we already know that it works:

Higher productivity

According to a Badgeville survey, 90 percent of employees have higher productivity levels when using gamification.

Here are a few facets of gamification that beer, wine, and spirits companies can leverage to appeal to our gaming instincts:

01. Gamification Drives Personal Visibility of Behaviors and Outcomes

Anyone who’s been successful in making a big change knows this old adage: if you want to change something, you have to start by tracking it. Any weight loss program will ask you to monitor what you eat. A pedometer tracks how many steps you take each day. People need to see a record of what they are doing over time.

Let’s start with visibility

Employees need visibility into how they are performing tasks in order to improve those outcomes. Beverage alcohol reps are great candidates for gamification, as they are already very competitive. They’re out in the field every day—talking up a new wine brand to retailers, getting product displays in stores, and lobbying for better placements for existing products.

Without any visibility into their own activities, reps may think they are doing just fine. They’re visiting accounts regularly, ensuring product placement, and driving sales. Rinse and repeat.

See it all with individual dashboards

But what happens when you give your team a dashboard that allows them to record and view activities on a daily basis? Behaviors change for the better. Let’s say a beer distributor pays each rep a $100 incentive each time they score a floor display in a liquor store.

Without real-time visibility, reps submit each floor display attained to their manager in the form of an emailed spreadsheet, notes, or uploaded photos. At the end of the quarter, managers and team leads are responsible for compiling all the information and compensating reps fairly.

But with access to an individual dashboard, reps can see where they stand at any given time—and push retailers for more displays.

One GoSpotCheck customer carefully tracked individual rep activity and one rep—motivated by real-time attainment numbers—received 35% more payouts! More payouts equal more displays, and more displays drive increased sales.

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02.The Spirit of Healthy Competition Multiplies Employee Efforts

Just having a real-time view of in-store and in-market activity can have an impact on employee behaviors. But there’s another aspect that businesses can offer: a way to view peer activity. Reps want to meet and exceed their own personal goals, but individual contributors and teams are often motivated to keep up with (and beat) their colleagues.

Using the earlier example, for each floor display, sales reps get $100. Beer, wine, and spirits suppliers and distributors have the opportunity to take advantage of the competitive nature of sales and let reps see comparative performance within teams.

With GoSpotCheck, reps can see their individual attainment compared to other members within the organization. And, a real-time view of performance drives healthy competition, empowers reps to exceed goal, and ultimately, increases revenue.

03.Visibility and Competition Increase Engagement in the Game

By implementing GoSpotCheck, reps can have visibility into both personal and peer performance in an easy, intuitive dashboard. A granular level of visibility, combined with gamified goaling and attainment, will help further engagement and motivation. Reps can regularly examine the dashboard to confirm their activity is correctly documented. Managers and team leads can sign up for alerts to be notified of incorrect or abnormal activity. That way, leadership can resolve any outstanding issues.

This virtuous cycle, when associated with goals tied to specific behaviors, will drive ideal results that contribute to a business’s bottom line. But in order to do so, beer, wine, and spirits suppliers and distributors must provide a real-time, accessible view into both individual and peer data.

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