Case Study

Building capability to grow sales, reduce attrition and increase engagement

GLOBAL CONSUMER GOODS COMPANY

A British multinational consumer goods company headquartered in London, United Kingdom. More than 400 Unilever brands are used by consumers worldwide and are currently sold in 190 countries, according them a turnover of €52 billion (2019). 

Ubiquitous in the UK, Europe and the USA, a key imperative has long been to expand into developing markets, improving local distribution and sales performance. To meet the challenges in those markets, the Unilever Field  Sales Accreditation (UFSA) programme was created: a tried and tested digital learning programme to support organisations in delivering specific goals and targets. ​UFSA content continues to evolve in line with local markets to include new product briefings, incorporation of e-Business technologies and continuing development of leadership skills to equip high performing people for their next role in the Field Sales network.​

Key Challenges

  • Third party field sales force
  • Disparate teams with poor engagement levels
  • Lack of detailed product knowledge resulting in missed sales opportunities
  • Low retention

Our Solution & Strategies

  • Extended capability enterprise
  • Digital App providing individual activities and team engagement
  • Gamified learning content
  • Field Sales Accreditation awards
  • Trialled in Kenya and subsequently deployed to >20 markets in Africa and Asia
  • Translated content and app into 15 languages

Impact & Results

  • 10%+ increase in sales in test and control conditions in multiple markets
  • ~0.5 million page views per month (2020)
  • ~15k users
  • Increased Engagement and Reduced attrition by ~50%
  • Recipient of Brandon Hall Gold Award for Excellence

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