Polo Ralph Lauren (fashion house)___________________________________________________________Background and requirementsPolo Ralph Lauren is a big brand fashion house selling through high street stores and factory outlets. Outside the USA, these factory outlets are in 7 countries in Europe including the UK.

The brief was to create a pan-European incentive programme targeted at factory outlets only.

Target audienceThe audience consists of managers and staff of factory outlets in 7 European countries – approx 4 outlets per country

Overall strategyStaff were canvassed on-line in order to fully understand the angles and implications of different approaches to incentivising a pan-European audience.

The solution was to:

• create a dynamic and impactful ‘fashion’ style and website hub

• tease the new programme, in advance of launch date, to build excitement

• use the website to constantly communicate news, performance and promotions to all staff, so that they see the site as their first port of call for information (and of course reward)

• communicate with each country in the local language

• refresh the website ’look and feel’ at least quarterly and in line with the launch of seasonal clothes and accessories lines

ResultsBusiness was up +98% (2008 over 2007). Current figures down due to credit crunch.

MOTIVATION case study

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Dynamic motivation to improve staff performance and company bottom line