Desafíos

In a highly competitive retail environment, brand selection was often influenced by shelf visibility and staff recommendations. However, the manufacturer lacked a consistent way to motivate retail associates across thousands of stores.

Manual trade schemes were difficult to track, slow to pay out, and failed to create sustained engagement among store staff.

Key challenges included:

• Low brand recommendation consistency: Retail associates frequently suggested competing brands with better incentives or familiarity.

• Inconsistent product knowledge: Many staff members lacked confidence explaining flavor profiles, aging processes, and premium differentiators.

• Poor shelf execution: Planograms and premium shelf placements were not consistently maintained across stores.

• Limited premium trade-ups: Customers often defaulted to entry-level SKUs without associate-driven upselling.

• Underperformance during peak seasons: Holiday and gifting periods lacked urgency-driven staff engagement.

• Limited customer feedback collection: In-store insights and reviews were rarely captured at scale.

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Personas involved

• Retail Store Staff & Associates: Earn incentives for product recommendations, training completion, shelf execution, upselling, seasonal performance, and customer engagement.

• Retail Sales Teams: Drive in-store execution, staff engagement, and sales performance across territories.

• Trade Marketing Teams: Design SPIFFs, seasonal contests, and visibility-led incentive programs.

• Training & Enablement Teams: Manage product education, tasting notes, and certification programs.

• Finance & Incentives Teams: Oversee budgets, approvals, compliance, and incentive payouts.

• Program Admin / Super Admin: Configure rules, manage incentive workflows, monitor dashboards, and ensure governance at scale.

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The solution

The Brandy & Cognac manufacturer needed a centralized, scalable platform to motivate retail staff, improve in-store execution, and link incentives directly to measurable outcomes.

Xoxoday Compass delivered a performance-driven retail incentive solution that automated program design, tracking, and payouts—while providing store staff with clear visibility into goals, progress, and rewards.

This shift replaced fragmented retail schemes with a transparent, data-backed retail engagement ecosystem.

1. Product recommendation SPIFFs at point of sale: Xoxoday Compass enabled per-bottle SPIFFs that rewarded retail associates for recommending and selling the brand—driving preference over competing products on crowded shelves.

2. Product training rewards for confident advocacy: Retail staff earned instant rewards for completing brand education modules, tasting notes training, and portfolio certifications—improving selling confidence and customer conversations.

3. Shelf placement & planogram incentives: Xoxoday Compass rewarded associates who maintained premium shelf positioning, executed planograms correctly, and set up promotional displays—boosting visibility and impulse purchases.

4. Upselling & trade-up bonuses for premium growth: Tiered incentives encouraged associates to trade customers up from standard expressions to premium and super-premium Brandy & Cognac SKUs—raising average transaction value.

5. Seasonal sales contests for peak periods: Time-bound competitions were launched during holidays and gifting seasons, driving urgency and maximizing sell-through when store traffic was highest.

6. Customer review & feedback rewards: Retail staff were rewarded for encouraging customers to share reviews and ratings—building social proof and generating insights for future marketing initiatives.

7. Seamless integration with retail systems

Xoxoday Compass integrated with POS data feeds, Hubspot, LMS, merchandising tools, and finance systems—ensuring real-time validation of sales, training completion, shelf audits, and automated incentive payouts without manual effort.

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Impact

• 2.2× increase in brand-led recommendations, driven by point-of-sale SPIFFs.
• 41% improvement in premium and super-premium trade-ups, supported by upselling incentives.
• 3× growth in training completion rates, strengthening retail advocacy.
• 36% improvement in shelf compliance and visibility, boosting in-store performance.
• 29% uplift in seasonal sales volumes, driven by time-bound contests.
• PHP 88 million in automated retail incentives processed annually, improving transparency and trust.
• Stronger retailer relationships, enabled by consistent recognition and fast payouts.

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Conclusion

By implementing Xoxoday Compass, the Brandy & Cognac manufacturer transformed retail staff engagement across the Philippines—from disconnected trade schemes to a high-performance retail incentive ecosystem.

Through recommendation SPIFFs, training rewards, shelf execution incentives, and premium upsell bonuses, Xoxoday Compass empowered retail associates to become confident brand advocates on the shop floor.

With automated incentives, real-time visibility, and seamless integrations, the brand strengthened in-store execution, increased premium sales, and built lasting loyalty among retail partners in a competitive spirits landscape.