59 / 116
mimic a shopping spree, allowing employees
to redeem loyalty program points for mer-
chandise in the online rewards platform. It
took place in close proximity to some of the
company’s largest offices resembling a retail
experience with web-based registration and
checkout, redeemable points in real-time,
food and beverage, product displays, person-
alized fitting booths and music.
The diverse rewards selection offered at
the event included brands like Ray-Ban,
Tissot, Cuisinart and Johnston & Murphy.
Employees were able to mingle with fellow
colleagues and enjoy an exclusive shopping
experience that let them leave with some of
the hottest products from that particular sea-
son, all purchased with their redeemable
points. The event generated additional excite-
ment for the employee recognition program
and increased employee focus.
Management used monthly reports and
surveys to track their improvement in com-
municating the program to employees and
ensured all staff members were using the pro-
gram to their benefit. After one year, the pro-
gram generated a 68-percent improvement in
employee satisfaction and a 74-percent
increase in company communication.
The success of this program was directly
tied to remedying the specific, weak areas
identified in the planning process. In this
case, those areas were improving communi-
cation and productivity; any other program
would not have generated the same results.
For example, if the company executed a
more targeted program, such as a sales
incentive, it would have only engaged that
particular department, rather than the com-
pany as a whole.
OCTOBER 2015 •
PPB
• 57
Paul Gordon is senior vice presi-
dent of sales at industry supplier
Rymax Marketing Services in
Pine Brook, New Jersey.
A Swiss-made Tissot watch was among the
high-end products offered to a telecom
company’s employees through an online
rewards platform at a redemption event.
1. Create a list of set goals and choose a program that
best meets the company’s desired end results.
The
planning process is the most important step. It is impera-
tive to implement a program that will successfully and
completely meet the company’s expectations. Ask what
the company aims to achieve, what the desired metrics
are and who it is targeting.
Based on the company’s responses, create a mission
statement that highlights the main objective of the pro-
gram. This will assist in communicating the program to
the company’s targeted audience, as well as choosing
the program that best suits the company’s goal.
2. Segment the targeted audience.
No matter the type of
program, whether it is employee- or customer-based, it
will need to engage a multi-generational audience.
Understanding the defining characteristics of different
demographics will assist you in creating a program that
gets consistent participation. This process is also impor-
tant for choosing the most effective incentive offerings to
meet generational trends and motivate your audience.
3. Create a simple point system.
The functionality of the
program should be easy for the company to communi-
cate and simple for audience members to use. The
more complicated the process is for people to use their
points and obtain products, the less active they will be
in the program.
For example, Rymax has created a practical redemp-
tion platform that is based on points. Loyalty members
can shop on the online rewards site and use points to
redeem for trending merchandise, such as the Garmin
Vivofit or Narrative Clip. Members simply add items to
their checkout, similar to an online shopping site and
the product is shipped directly to them from Rymax’s
onsite warehouse. The process is fast and easy to use
for any audience.
4. Design program elements and select diverse reward
offerings.
To guarantee longevity, as well as lasting
engagement, it is vital to offer merchandise that matches
seasonal and current trends. This will entice audience
members to redeem their points and stay active in
the program.
Also, it is important to plan out specific promotions
and unique features, such as peer-to-peer recognition
badges for an employee recognition program or tailored
reward events for VIP customers, during the execution
process. This allows for the company to plan ahead of
time and communicate these offers effectively.
5. Measure the program frequently.
In order to ensure the
program is being used and is working to achieve the
company’s goal, conduct frequent surveys with your audi-
ence to measure important metrics such as program satis-
faction levels, redemption activity and promotion usage.
Five Steps To Successful Loyalty Program Execution