Gamified Commercial Revitalization
Store Network Loewe is a luxury Spanish company that has been in the market since 1846, when it opened its first leather goods workshop in Madrid. Currently, it’s part of LVMH, a French holding company owner of more than 60 brands from different luxury fields.
The workshop of the Loewe store located in Goya Street, Madrid.
Since September 2013, the Creative Director at Loewe is Jonathan William Anderson, who showed his first collection last June aiming to refresh the label. A network with more than 120 points of sales spread about four markets, Europe, Japan, China and Asia Pacific, with almost 250 employees, which reaches its customers through different segments: leather goods, prêt-à-porter, accessories and perfumes. Loewe has achieved its status by being one of the best leather goods manufacturers in the world.
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The store is decorated with old photographs from the label.
Details of the accessories in the Loewe store in Madrid (Goya).
Project: Gamified Commercial Revitalization BABEL creates this project with the goal of revitalizing the brand’s sales. Loewe launches two competitions, the first in Europe and then in Asia Pacific, encouraging a collaborative spirit in the store team, considering both the degree of compliance regarding the quantitative indicators of commercial performance and the qualitative indicators of sharing a commercial best practice. The project was lead by Raquel García, Talent Management at LVMH, and Mauricio Xavier Solodujin, European & USA Commercial Director at the group, “When we heard about gamification, we thought it could be a solution to organize a contest aimed to boost the sales in our stores in a more playful, fun way” (Raquel García, Talent Management at LVMH).
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Raquel GarcĂa, Talent Management at LVMH, surrounded by her team.
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Mauricio Xavier Solodujin, European & USA Commercial Director at the group.
“Stores usually compete for some goals, and at certain times of the year these goals are increased (Christmas, summer campaigns, launching of specific collections...) and there is more rivalry, so we already had a starting point, the KPI of the same stores. We selected the three most significant points: net sales, sale ticket average amount and number of items�.
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The creative strategy was focused as a sports competition.
The creative strategy was focused as a sports competition, very exclusive, aligned with Loewe’s brand image. We chose a graphic guideline based on regattas, in a nautical context, where each store is represented as a sailing boat, allowing the customization of each boat’s image and highlighting values in which teamwork is essential to achieve the set goals.
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“We used a comparison showing each store as a sailing boat and that every day the team would sail against a different inclemency. To start feeling like a team the first thing to do was to find a name for the ship, a claim and a picture. The result was amazing, people participated a lot”.
An employee from Loewe using the application.
Simultaneously, in addition to the use of the Internet as support to the commercial follow-up, it was launched a communication plan with encouraging messages every week to motivate each team – whether they were at the top or has or not achieved the goals –, as well as thank you notes at the end of the company.
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Communication was essential and the messages were carefully designed.
Beneficios “Communication was essential and its format was very visual, that was the hook for the participants”.
“It’s a very interesting way of revitalizing the every day life of a store and refreshing small delocalized business units. The tool is simple, versatile, easy to boost in the social networks and has no language barriers, since the concepts showing (in English) are very recognizable. Today, all brands should shake hands with the new technologies”.
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“There has been a before and after, especially at the time of giving more visibility to the smallest stores, which have no major absolute results, but may have very interesting best practices to share with the rest of the team”. “The positioning of all the stores was made equal, regardless its size”.
Lower ground staircase access at the Loewe store located in Goya Street, Madrid.
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