CASE STUDY: How NDL helped Dior keep their staff happy
Provided by NDL
Dior boosted sales and improved staff retention with staff incentive ideas.
What was the Challenge / Background of the Campaign?
Dior wanted to boost sales and improve staff retention in their department store concessions by turning their retail staff into brand advocates.
To achieve this, we developed an online platform for staff to redeem performance-earned points for a range of luxury products and experiences.
What was the Campaign Objective?
- Drive sales of Dior products in department store concessions nationwide
- Improve staff communication and retention across stores
- Devise and deliver a points based staff reward scheme with a compelling set of rewards.
What was the Solution?
NDL put together a portfolio of rewards that included spa days, secret hotel escapes, wine tasting days, glossy magazine subscriptions, gourmet food deliveries and haircuts at top salons. This personalised approach reinforced Dior's brand values and its devotion to creating different products for diverse staff appeal.
The promotion ran across over 300 stores nationwide, supported by social media posts and external PR.
What were the Results?
Dior achieved their objectives and more. We helped them secure a significant rise in sales across 300 concessions nationwide and a 10% drop in staff attrition.
We also helped improve their internal reporting process for performance management.
What were the Key Learnings of this Campaign?
The online platform was so popular that it became an effective communication tool between Dior head office and in-store staff throughout the campaign.