As the UK’s number one kitchen retail specialist, the three sales periods (Easter, Christmas and Summer) play a huge part in Wren Kitchens’ year – a third of the company’s kitchen sales for the year take place over the festive period, for example. With the sales being so important for the company, it is critical that Showrooms and Showroom managers are not just prepared for, but also excited about, these key sales periods.
The fabl was tasked to create a programme that not only engaged and motivated managers but ensured that the series of daily actions that managers were required to do for several weeks in preparation for the sales would be carried out.
To create excitement around these daily checklists, we conceptualised themed pre-sales communication packs – with something a bit special inside to show managers that their hard work is recognised and appreciated.
At Easter, the theme was ‘Spring Into Action’, encouraging managers to act quickly to help them achieve their best ever Easter sales figures. Their pre-sales pack included a beautiful chocolate Easter egg, wrapped in Wren green wrapping and it was delivered directly to their desk. The beautifully designed checklist inspired them to spring into action and get ready for the busy time ahead. At Christmas, we created ‘Rudolph the Red Nosed Wrendeer’. The managers received a Rudolph pack which showed them exactly what needed to be done in the Showroom, and by when.
Both packs contained a series of cards which, when completed by managers, were then sent via a smartphone to a central data control centre at Wren. Copy was engaging, helpful and humorous for added encouragement.
The pre-sales packs gel with Showroom managers because they make their jobs easier and increase their potential for having a successful sale – and that’s good for the company as well as their own career. At Christmas, Rudolph the Red Nosed Wrendeer was also rolled out in Showrooms as a point of sale and featured on Wren’s Christmas cards to their customers. We even wrote a new version of the song which was performed at Wren’s annual retail conference to motivate employees. For every new sale, we always come with fresh thinking to create a new theme to inspire and motivate the Showroom staff. Because when staff are excited and well prepared, that’s when the sales figures soar – just like Rudolph the Red Nosed Wrendeer.
Rudolph also sat in-store as giant point of sale and customers loved him!