Mobile Destination’s Workforce Gamification Powers 20% Sales Lift

Lisa Johnston
Editor-in-Chief, CGT
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Mobile Destination is a Verizon Authorized retailer that operates 40 stores.
Mobile Destination is a Verizon Authorized retailer that operates 40 stores.

Wireless communications retailer Mobile Destination has turned to gamification as part of its workforce management investments, resulting in a sales lift of 20%.

The retailer, which sells a range of communication devices and technologies for both personal and business accounts, has been operating for 18 years, and it partnered with solution provider Arcade in May 2020 to simplify the way it engages its sales staff. As part of this, the company began running metrics-driven contests in a fun way across its 40-store fleet.

The SaaS mobile app leverages gamified micro-incentives through sales contests with the goal of incentivizing associates, including multiple sales contests and a bounty program to achieve a certain goal. Using the technology has helped Mobile Destination drive metrics it previously struggled with, Les Bailey, Mobile Destination area sales manager, tells RIS News, enabling them to provide quick and easy recognition.

“We no longer have go through the long process of developing a contest flyer, setting up a tracker in our POS, then updating the contest results daily,” he notes. “Arcade does all of this and reports sales in real time to keep engagement on competition at an all-time high.”

[See also: What Frontline Workers Need to Serve Connected Consumers]

As a result, churn has been reduced and employee engagement is at an all-time high. The contests are designed to be easy to understand, with real-time reporting provided on a daily basis. As a result, Mobile Destination has recorded a 20% sales increase since it started using the platform and decreased employee churn.

Adding fun to the selling environment has helped the retailer reap a multitude of rewards, and Bailey strongly encourages other retailers to be mindful of the benefits of providing fun environments with ample recognition. Other retailers are also turning to gamification, with Kroger among the most recent examples of adding it to a training program for its frontline associates.

“The front line is the most important part of your company,” Bailey notes. “Without them there would be no us. … A happy engaged employee will stay with you even when there are other opportunities that may be better. Most of the time it’s not so much about the pay as it is about who they work for.”  

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