It's great that in a turbulent sector like retail, there are things that are just the same every year. What are we going to do with Santa Claus? Can we do something different for Easter? Do we have a fall-back for the Dutch football team that has once again failed to make the final (and has lost retail about 100 million euros in extra sales)? And, of course, whether someone has a nice prize for the annual internal store competition.
Every retailer has a shop competition where the branch and individual staff are assessed on pre-defined KPIs such as sales, service and shop hygiene. These important values are the same for most retailers every year, as are the five best-scoring shops. Isn't it wonderful that some things never seem to change in these turbulent times?
The shop competitions are a real party for the staff and there are often very nice prizes for the best-scoring shops. Of course, these great prizes are a way for head office to show how much the stores and their employees mean for them.
But that's where it often goes wrong. The prize awards have become the goal. In other words, it’s all about winning! Despite the fact that there are only a few shops that can win a prize. Most shops do not win, and since the budget for the competition has gone to the prizes or the party for the winners, the other stores only get to read a newsletter about who the lucky ones were this year. We'll do better next year!