by Susmita Baral | April 02, 2019
When San Diego-based Petco Animal Supplies hired MotivAction to implement a companywide recognition and reward program, it had several goals in mind: to modernize technology, create efficiencies, recognize and influence behavior, reward top performers with unique experiences and increase the market penetration of key products. Together, the two companies devised the enterprisewide program, MyPetcoRecognition, the success of which earned it this year's Motivation Master award in the Recognition Category.

Organized each year by Incentive, the awards honor four category winners in the areas of sales, channel sales, recognition and loyalty. In addition, the Grand Motivation Master award celebrates outstanding overall achievement. The winners were announced last month at an awards ceremony held during Incentive Live, Northstar Meetings Group's incentive, loyalty and motivation event at the Fairmont Chicago Millennium Park.

Petco and MotivAction's initiative uses the world's first ISO-certified enterprise-engagement software. The winning program included peer-to-peer and manager-to-peer recognition; a social message center to promote "desired" behavior; a nomination section for peers to acknowledge each other's efforts, and a contest center to drive sales goals and award top performers. 

The platform kept tabs on many metrics, such as program engagement by region and area; in its first 18 months, it generated 240,094 recognitions, and Petco saw a 35 percent growth in sales of its key products. A new travel reward program -- the Petco Guest Experience Circle -- sent 55 winners to the Westin Denver Downtown, where a "Run Through the Warehouse" allowed participants to nab an average of $2,117 worth of goodies each from brands like Yeti, North Face and Brookstone. 

"From the inside out, we've seen higher engagement, sales achievement and a noticeable positive impact in Petco's bottom line," says Rhonda Sucharda, business development manager at MotivAction.