Excelsia Vinos y Destilados entrusted us with a project to increase sales of its products and increase their loyalty in the hospitality industry.

Our task was to design a programme to increase sales of certain products in accordance with the commercial and marketing interests of the company. These interests would change as sales evolved, which meant we had to design a system that would allow targets to be re-established on the fly each month based on the needs of Excelsia Vinos y Destilados.

The loyalty programme we created was based on direct incentives, which served to motivate the distribution companies’ sales forces to increase sales of certain selected products. In order to establish a viable system for the different companies participating in the programme, we chose a simple, flexible and highly adaptable digital environment.

We created Excelsia Awards, an ad hoc website environment to reward the loyalty and efforts of members of the distribution companies. We also established monthly targets to offer faster and more direct responses to adapt to the changing commercial and marketing needs of Excelsia Vinos y Destilados. These targets were set on the first day of each month. At the end of each period, sales representatives who had met the targets were rewarded. This encouraged the distribution companies to continuously improve their monthly performance. To incentivise wholesaler sales teams, they were given reloadable VISA cards in their name at the start of the programme. When they met a target, their card would be charged so they could enjoy the incentives they had earned for their good work. The targets always focused on acquiring new customers, introducing specific products and increasing sales. To notify participants of the targets and report on progress, we designed direct rapid communication channels in two formats: a newsletter, and, more instantaneous and immediate, a WhatsApp channel. Constant communication was maintained on both channels, on incentives set each month to encourage sales and on targets attained.