Horton Ella Marketing developed and implemented a retail staff incentive program for all Gucci watches retailers in Australia and New Zealand that aimed to increase sales and reinforce the brand qualities and positioning of the Gucci brand in the luxury goods market.
An information pack was sent out to every Gucci watches retailer in Australia and New Zealand, which outlined the purpose and entry process of the program and the prizes on offer. It also included brochures for all staff members and hundreds of entry forms / envelopes.
Horton Ella Marketing negotiated cross-promotional opportunities with other high-end lifestyle brands YSL and Sony to provide additional products to the prizepool on top of Gucci’s own products to add more value to the program for the staff.
The program was extremely well received with an increase of over five times as many entries as Gucci’s previous RSI program and was deemed to be so successful that the model Horton Ella Marketing developed was adopted by Gucci in other RSI programs worldwide.