Tantangan

While consumer demand for wellness beverages was growing, in-store execution and staff engagement varied widely across retail formats and regions. The brand struggled to consistently influence store-level behavior where purchase decisions were often guided by retail associates.

Key challenges included:

• Low brand recommendation at point of sale: Store staff defaulted to familiar or higher-margin competitor brands.
• Inconsistent product knowledge: Retail associates lacked confidence explaining functional benefits and ingredients.
• Poor display and shelf execution: Planogram compliance and cooler placement varied significantly by store.
• Missed upsell opportunities: Larger formats and multipacks were under-recommended, limiting basket size.
• Seasonal demand not fully captured: Peak periods like summer saw traffic spikes but inconsistent sell-through.
• Limited visibility into retail execution: Manual audits made performance tracking slow and unreliable.

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Personas involved

• Retailers & Store Staff: Earn rewards for product recommendations, training completion, display compliance, upselling, and contest performance.

• Trade Marketing Teams: Design SPIFFs, contests, and retail engagement programs aligned to shelf and sell-through goals.

• Sales & Distribution Teams: Monitor store-level performance and drive execution consistency across regions.

• Training & Enablement Teams: Manage product education, certifications, and knowledge programs for retail associates.

• Program Admin / Super Admin: Configure incentive rules, verify claims, manage integrations, and oversee payouts and dashboards.

The solution

The brand required a retail-first incentive platform that could directly motivate store staff behavior while ensuring verification, transparency, and scale. Xoxoday Compass delivered a mobile-enabled, rule-based system to reward the right retail actions at the right moment.

By replacing ad-hoc retail schemes with automated incentives and real-time visibility, Compass helped the brand turn store associates into active wellness brand advocates.

• Product recommendation SPIFFs to win at the shelf: Xoxoday Compass enabled per-unit SPIFFs for recommending and selling wellness beverages, shifting associate behavior toward prioritizing the brand over competitors.

• Product training rewards to build confident advocates: Retail staff earned instant rewards for completing LMS-linked product education and ingredient knowledge modules—improving recommendation quality and consumer trust.

• Display placement incentives to boost visibility: Compass rewarded store staff for maintaining premium cooler placement, executing planograms, and setting up promotional displays verified through image and QR-based submissions.

• Upselling and multipack bonuses to increase basket size: Tiered incentives encouraged associates to trade customers up to multipacks, larger formats, and premium variants—driving higher average transaction values.

• Seasonal sales contests to capture peak demand: Leaderboard-driven contests during summer and holiday periods created urgency and friendly competition across stores, maximizing sell-through during high-traffic windows.

• Planogram compliance rewards for consistency: Verified rewards reinforced proper shelf placement, facing standards, and promotional execution—ensuring consistent brand presentation across thousands of outlets.

• Seamless integration with retail systems: Xoxoday Compass integrated with retail audit tools, DMS, LMS, CRM, and analytics platforms, enabling verified claims, real-time leaderboards, automated incentive calculations, and instant digital payouts in ZAR.

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Impact

• 29% increase in point-of-sale brand recommendations, driven by targeted SPIFFs.
• 35% improvement in training completion rates among retail associates.
• 24% uplift in average basket value, supported by upselling and multipack incentives.
• Consistent planogram compliance across priority stores, reducing execution gaps.
• 2.1× higher sell-through during seasonal campaigns, fueled by gamified contests.
• ZAR 96 million in retail incentives processed annually with zero payout disputes.
• Stronger retailer and store staff engagement, positioning the brand as a preferred partner.

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Conclusion

By implementing Xoxoday Compass, the Functional & Wellness Beverages manufacturer transformed retail execution across Africa.

From motivating product recommendations and training completion to improving shelf visibility, upselling, and seasonal performance, Compass enabled a data-driven, incentive-led retail strategy. With verified actions, instant rewards, and seamless integrations, the brand strengthened in-store advocacy, increased sell-through, and built lasting engagement with retailers and store staff across the region.