Kraft Employee Gamification

Brief
Kraft Foods, ranked as the 5th largest food and beverage company in the world were looking for new ways to train and educate their merchandisers to inspire them and help them create more sales and profit on their respective food ranges.

Kraft and Ogilvy’s approached Naked Penguin Boy for a gamified digital solution to their problem. As a company that specialises in games and gamification marketing and gamification apps this was challenge that we were designed to solve.

Traditionally merchandisers where given a book to go off and learn the basics from, this eventually evolved into a PDF from where merchandisers would read the same topics just on a different format.

Gamification is the creation of a digital experience that adds game mechanics to a platform, social interaction or in this case learning system to make it more effective and better targeted.
True gamification marries interactive design, data, game mechanics and psychology to enable personalised challenges with meaningful rewards that motivate, educate and engage employees, customers and online communities. This high engagement factor results in more sales, better ROI, deeper brand loyalty, higher customer and employee satisfaction as well as more sales.

Work
Based on the merchandiser manual we created a supermarket store for each merchandiser to run. A supermarket manager was on hand to provide tips and advice throughout the game. This was gamification for employees.

The merchandiser’s objective was to make as much profit as possible throughout the game. To do this they had a variety of options that they could tweak and manipulate as well as some unexpected obstacles and bonuses.

Merchandisers were given a stack of shelves and a selection of products from which they could stock the shelves. From here they had to start making decisions. Products at eye level sell faster, should they put the most popular products at eye level or the products with the highest profit margin? Would customers look for the popular brands or would they just grab those at eye level?

Should they run a promotion on certain products, lowering the price in order to sell more or should they highlight them with shelf strips, wobblers or a minimum number of facings?
Over time stocks would be sold and the shelves depleted so merchandisers would need to return to the game in order to restock their shelves. Occasionally there would be a rainy day when there would be an increase in customers or a day of sunshine when there would be a decrease as they headed out to the park.

Merchandisers had to be aware though as they were competing against their fellow merchandisers who had the ability to pop into their supermarket and mess up their shelves. If stock wasn’t all pulled forward sales would slow and merchandisers who weren’t paying attention could lose out.
As part of the gamification all players were put on a leader board complete with sales graphs and profit margins while Kraft had detailed access to the backend administration from where they could see the choices that merchandisers made and be able to tailor further training based on their decisions.

Results
As an internal project used with Kraft employees the game achieved all the business objectives, invigorating merchandisers and creating an element of competition among them which was translated to real life sales and awareness of the responsibility of merchandisers.

The gamification badges earned in the game were earned with pride demonstrating the power of the gamification platform created.

The gamification of the Kraft Merchandiser manual both educated and inspired, translating into real world profits and a good ROI for the marketing team.

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