Mobile phone retailer O2 is sending 'hit squads' into stores to reward successful staff with a day off.
Each month, O2 plans to recognise employees in top-performing stores by presenting them with an all-expenses-paid day trip to Alton Towers.
While winning staff ride the roller coasters, the hit squad will manage the store for the day.
Store staff will be assessed on customer service, product knowledge and the general sales experience. Redditch in Worcestershire emerged as the top store last month, and next Wednesday a team of senior managers will man the tills.