Currys Be Amazing
Driving colleague engagement and performance throughout Peak.
- Full-stack development
- UX/UI design
- Reward & Recognition programmes
- Production & delivery
Overview
For over five years, Yellow Fish has partnered with Currys to design and develop Be Amazing – a bespoke employee engagement platform that brings together communications, learning, reward and recognition in one connected experience.
For Peak 2025, Currys’ busiest trading period, the platform became the hub for a large-scale Reward & Recognition campaign designed to engage retail colleagues, drive supplier-funded product focus and reward outstanding performance across 97 days of trading.
Peak is a fast-moving trading environment, with supplier promotions, product priorities and business communications changing daily. Currys needed a campaign that could adapt at pace while keeping over 290 stores engaged, informed and motivated throughout the period.
At the same time, the campaign needed to maintain high colleague engagement, drive sales across priority product categories, increase product knowledge and sales confidence, recognise exceptional performance and maximise supplier participation and commercial return.
Solution
Powering Peak through one connected experience
Using the flexibility of Be Amazing, we delivered a connected Reward & Recognition campaign that combined communications, learning, gamification and incentives within a single experience.
Powered by live Sales, HR and CSAT data, the platform delivered personalised content, targeted challenges and automated recognition throughout the campaign, enabling Currys to respond quickly as priorities evolved.
To maintain momentum across the 97-day campaign, we created a programme of interconnected experiences spanning sales incentives, learning, recognition and communications. Each mechanic was designed to reinforce key retail objectives while keeping colleagues engaged throughout Peak.
Campaign experiences
Keeping colleagues engaged
Key campaign experiences included:
Supercharge Sales – supplier-funded sales incentive campaigns rewarding colleagues for selling priority products and driving focus across key categories.
Spin to Win – an instant-win game giving colleagues the chance to win prizes through qualifying product sales.
Store Leaderboards – live rankings encouraging friendly competition between stores based on sales performance and campaign participation.
Interactive Brand Learning – supplier-led product training and quizzes designed to increase product knowledge, build confidence and reward learning.
Achievements & Badges – instant recognition celebrating milestones, completed challenges and outstanding performance throughout the campaign.
Colleague Hub – a central destination for executive updates, Accelerate podcasts, campaign news and real-time communications, ensuring colleagues stayed informed throughout Peak.
Outcomes
of all retail employees signed up
uplift in sales year-on-year (peak period 2024)
increase in page views year-on-year
logins and 8.5m views across the portal
campaigns delivered with 60 key supplier partners
