Sectors IT/Telecoms/Equipment

The context

Launch of an online employee reward and recognition programme called Applause Target group: the employees

The objectives

• Empower managers by giving them a budget to reward their employees
• Encourage good behaviour in relation to 5 key business elements
• Harmonise all the recognition systems

The action plan

• Implement a Webcentiv’-type platform
• More than 30,000 gifts or gift vouchers distributed
• Launch a brochure/send emails
• Quarterly rewards for the best participants
• A trip for the best participants in recognition of their annual activity
• Send gift vouchers to the best participants

The results

• 1,822 recognition gestures in 2008 compared with 327 actions pre-launch
• Total reward amount £135k compared with £128k in 2007
• The average gift was £93 per year per employee compared with £13 pre-launch

The targets

1,200 employees and 300 managers

Sectors Motoring/Oil industry, IT/Telecoms/Equipment

The context

Caparol is one of the leading paint manufacturers in Europe.

The objectives

Caparol’s wholesale partners distribute products directly to business users (painters). Caparol wishes to increase retention among these painters by rewarding the purchase of particular products.

The action plan

Quasar proposed a comprehensive reward programme:

• a specific code is allocated to each product in the promotion and the painter can either collect these codes in an album or open an account on the website and redeem the codes directly for rewards.
• Quasar has developed a printed gift catalogue and an online reward shop and has set up a back office tool so that Caparol can manage the entire campaign (statements, analysis of the painters’ points accounts, etc.)

The results
Despite a relatively low level of internet equipment among the target group (craftspeople), the online redemption rate was almost 25% for the first year. The outlook is promising.

Sectors Transport/travel and tourism

The context

Amara Raja’s Amaron Hi-Way lorry batteries are intended for the heavy goods vehicle sector but they only have a marginal presence in this market segment, with insufficient product visibility and brand awareness.

The objectives

• Increase the awareness and visibility of Hi-Way batteries
• Establish a clear, personalised relationship with the fleet owners
• Inform the fleet owners about the product range and the rules and procedures
• Persuade and inform the specifier segment about Hi-Way batteries so that they recommend them to the fleet owners
  
  

The action plan

• Customer relationship management programme
• Market research and analysis
• Unique customer relationship programme for fleet owners and automotive electricians
• Promotional activities to build brand awareness

The results

• Increased market share and a marked improvement in product acceptance
• High level of repeat purchases and improvement in customer confidence
• 200% increase in sales

The targets

Fleet owners and automotive electricians

Sectors Motoring/Oil industry

The context

In a highly competitive context, this foreign motor manufacturer based in France uses Accentiv’ to devise and run a competition for its exclusive dealers.

The objectives

• Increase sales volume
• Improve service quality
• Reward the best exclusive dealers

The action plan

• Launch a competition based on qualitative and quantitative criteria
• Manage email campaigns Manage rewards (gift vouchers)

The targets

190 distributors in France 300 exclusive dealers

Sectors Consumer products/Distribution

The context

Many businesses are looking for new ways to offer gifts and rewards at the lowest possible cost. SurfGold has implemented the e-voucher solution, which allows gift vouchers to be distributed easily and cost effectively.

The objectives

Reduce the costs of delivering gifts and rewards

The action plan

SurfGold implemented the e-Voucher solution and integrated it into the system in the Burger King points of sale.

The results

More than 30 businesses, including the leading online sales site in Korea, have now chosen Burger King vouchers as their preferred means of offering gifts, rewards and incentives.

The targets

The general public and young, trendy customers

Sectors Industry/pharmaceutical laboratories

The context

This leading distributor of luxury bathroom equipment commissioned Accentiv’ to improve and manage its loyalty programme for plumbers and resellers

The objectives

• Attract the target’s attention and meet its expectations
• Improve the management of the Club
• Strengthen the relationship between the manufacturer and its Club

The action plan

• Manage the entire recruitment system
• Design a graphical identity
• Reorganise and manage the database
• Develop tools in various areas, such as training and publicity
• Organise trade events, including the distribution of personalised gifts and welcome packs

The results

• Better tools for the sales force
• Improvement in the quality of communication
• Increase in recruitment

The targets

1,500 plumbers and bathroom distributors in France

Sectors Industry/pharmaceutical laboratories

The context

FedEx Corp. is one of the world’s leading express transport businesses, serving more than 220 countries and territories worldwide. FedEx wanted to implement a reward-based loyalty marketing programme for its customers in order to identify its most active customers and establish positive business relationships with them.

The objectives

• Generate additional revenues through a reward programme aimed at the most active direct customers.
• Assess the general behaviour and receptiveness of customers through a reward programme
• Identify the main income drivers and accelerators
• Streamline the communication flows at each customer contact event

The action plan

• Launch several direct marketing campaigns
• Launch a loyalty programme

The results

• Updated information on the new programme sent to 25,000 existing customers Around 250,000 potential customers contacted through the email campaigns
• A significantly above-average level of income
• Improvement in the general understanding of the behaviour of the active direct customers and their receptiveness to a reward programme
• Assistance with FedEx’s implementation of long-term relationships with their active direct customers

The targets
Customers

Sectors Industry/pharmaceutical laboratories

The context

Kimberly-Clark is one of the world’s leading health and hygiene companies

The objectives

Increase sales compared with the previous year

The action plan

• Distributors earn points by increasing their sales volume
• The points can be redeemed for gifts and Ticket Compliments (multi-brand gift vouchers)

The results

Accentiv’ ran the Kimberly-Clark incentive campaign for the fourth year in a row

The targets

Distribution channels: 60 distributors

Sectors Computer science

The context

Launched by one of the leaders in the field of telecoms, Vitalize is a global reward programme for its partner distributors. Accentiv’ Kadeos France was chosen as an expert in reward programmes and as the best partner to manage and run this programme on its own.

The objectives

• Establish relationships and increase retention among the indirect multi-brand distributors through a commercial incentive scheme
• Reward the best distributors with points
• Implement a communication plan with the distributors and with their sales representatives

The action plan

Accentiv’ provided a comprehensive reward solution involving a network of 2000 distributors across more than 100 countries:

• Gift catalogue, selection and purchase
• Optimal cost: cost of gift + delivery + insurance + tax
• Delivery of gifts in all regions (Asia Pacific, South America, Africa, etc.)
• Back office system for receipt of orders, deliveries and tracking and reports on orders and deliveries

The results

For the network marketing team:

• Resolution of the issue of purchasing and distributing gifts at a global level
• Successful expansion of the programme
• For the distributors in the network: gifts delivered straight to the doorstep in record time with just one click

Sectors Consumer products/Distribution

The context

LEVI’s is a fashion brand

The objectives

Offer a Christmas gift to all the staff at Levi's Spain and Portugal

The action plan

• Each employee can choose their own Christmas gift
• A specific website was created for that purpose, allowing the employees to choose gifts such as Christmas hampers and sample gift sets
• The orders are placed online and the gifts are sent directly to the employees’ homes

The results

• All the gifts were redeemed online
• Accentiv’ has provided Christmas gifts to Levi's for the second year in a row

The targets

200 employees

Sectors Motoring/Oil industry

The context

Employee incentive operations have been implemented for MAN since 1999.

The objectives

• Increase the sales of lorries and related accessories
• Increase the number of customers at the points of sale
• Increase the profitability of the retail business
• Improve employee retention
• Introduce training courses to ensure good product knowledge
• Improve customer service through the introduction of an after-sales network

The action plan

• Develop and host a bespoke website
• Implement a communication plan
• Receive and process daily raw data
• Calculate and publicise the results
• Rewards: Capital Bonds gift vouchers, Incentive Award and travel gift cards
• Prepare all the tax declarations

The results
Increase in turnover, customer diversity and employee retention

The targets

• 3 regional centres 30 lorry centres 150 sales executives
• A large number of employees forming the customer service department

Sectors Computer science

The context

The customer wanted to find a way to incentivise their partner distributors in order to increase their sales.

The objectives

To be able to reward the partner networks that performed best over a one-year period and then maintain the momentum.

The action plan

SurfGold implemented a series of seasonal marketing campaigns:

• Definition of the various marketing themes in relation to the annual incentives
• Seasonal messages to maintain seller motivation
• Conventional and online messages so as to reach the different types of seller
• Gifts in keeping with the seasonal theme
• Purchase and delivery of gifts

The results

Adobe’s distributor partners kept the sales targets in mind throughout the year. Total annual sales increased.