Shop till you drop
Background
H&M’s members are worth their weight in gold. They provide valuable insights and, in return, receive fantastic deals and extra discounts. While online conversations are exactly where H&M wants them, there’s still room for improvement on the shop floor. H&M’s question: how do we raise awareness among our store staff about all the opportunities to entice shoppers to become members? But with so many employees on the floor, how do you engage them in a light-hearted manner without it feeling like a lesson? Challenge accepted!
Approach
We opted for: Simply. Great. Content. Divided into six digestible themes and chapters, each introduced by light-hearted videos. How does the membership programme actually work, and why is it so beneficial and important? From these videos, we extracted catchy snippets to support the message and transformed the content into playful gamification. This allowed staff to quickly and effortlessly familiarise themselves with all the ins and outs of the membership.
From drop games to quick quizzes and ranking games—each activity offered a playful perspective on a different topic. To strengthen the strategy, we employed the See-Think-Do-Care model. With the help of our creative teams, production house, and digital experts, we ensured the experience was not only fun and engaging but also educational and completely on-brand.
Result
Employee engagement at H&M saw a significant boost! Nearly every store participated enthusiastically, and staff became actively involved in the membership programme. A crucial detail: sensitive privacy data remained under the radar. Very important! H&M was also pleased with the approach and the results. Strategy, development, execution: all on point!
