The franchise formula of the Dutch retailer is proven to be successful. And with 97% brand awareness it is a very well-known brand. As a company, they are keen to respond to market demands in a pleasant and inspiring way. They want to be the place where people come to get inspired to do something relaxing again: read, write, make, learn and play.
One of the most important features of franchising is uniformity. In each physical store, consumers should have the same customer experience on how they are served, how products are presented and how tools are used. To successfully apply new performance standards to the franchise formula, there is a great dependency on the adoption at the physical stores and its employees.
The franchises have always been independent, deciding on their own direction. Therefore the retail organisation was looking for innovative training techniques that would intrinsically motivate its franchisees. It should trigger their genuine passion for what they are doing and provide a sincere sense of fulfilment.
By cooperating with a Dutch consultancy firm specialised in behavioural change, they created a unique gamified change program: ProjectX. It consisted of one academic application and one game application. The design was based on three specific goals:
- Strengthen local teams and improve franchise formula adoption.
- Improve and intensify interactions with customers to improve the customer relationship.
- Boost sales revenue.
Gamification techniques were applied to inspire intrinsic motivation. It helped players to see the progress they were making towards a bigger goal and towards mastery.