CLIENT: Credit Card
While the Client had a beautiful catalog, the challenge was to improve redemption rate and increase usage.
Avanza conducted an analysis on earning potential of cardholders, redemption patterns on items, seasonality of spend and redemption and competitive card offers. What it discovered was that the reward items featured were unattainable based on the earning potential of the cardholders. With the proposed catalog, Avanza introduced unique items that are within their reach of points, popular items, aspirational items that were not so difficult to achieve and right timing on release of catalogs.
Broke historical records on redemption and increased usage.
CLIENT: International Cement Manufacturer
Client wanted to increase sales volume and improve the company’s cash position from their retail partners.
A loyalty program skewed on exclusivity was developed where retailers were motivated with non-cash rewards based on their purchases, on-line cash payments and most especially, for remaining exclusive to the company.
- Increased sales volume through exclusive retailers.
- Dramatic increase in cash payments from exclusive retailers.
- Substantially reduced outstanding receivables.
CLIENT: International Petroleum Corporation
Client was experiencing declining market share in identified traditional retail trade areas in Metro Manila due to very low brand visibility and availability.
The recommendation was two-pronged:
- Reward owners of retail trade outlets based on adherence to merchandising standards developed by Client. An audit team went around on a regular basis to measure retail adhrence.
- Reward frontliners based on their knowledge of the product. Quiz cards were given on a monthly basis wherein frontliners were asked to answer 5-item quiz about the product. Raffle entries were given for every correct answer.
- Response rate of 100% from frontliners.
- Market penetration targets were expected.
CLIENT: International Pharmaceutical Company
The market for children’s vitamins was growing by 6.6%. However, the Client’s brand experienced a sales decline over the previous years. TVCs were only aired during the 2nd quarter of the year to increase brand awareness among the end consumers.
A method to directly reward front liners were based on their knowledge of the product was implemeted. Scratch cards were given on a quarterly basis wherein product information was communicated. Frontliners are then asked to answer a 5-item quiz by scratching the letter of the correct answer. Raffle entries were given for every correct answer. A tear-off portion was added to the product packaging, and turned in by the front liners along with the scratch card, as proof of sale.
- Response rate of 95% from frontliners that contributed in achieving increased sales in participating drug stores.
CLIENT: Multinational Beverage Company
Client wanted to align the salesmen’s behavior and activities to achieve the company’s sales targets among their tertiary accounts (sari-sari store).
Key Performance Indicators (KPI) targets were created. The participants/salesmen were rewarded based on achievement of these KPIs.
- Positive measurable impact on all KPIs.
- Database of tertiary accounts were created.
- Government bank wanted to protect its current customer base in a highly competitive environment.
- Generate new business in deposit products.
- Increase average daily balance (ADB) among its existing depositors.
A referral Rewards program for employees was implemented.
- Increased ADB by 200% over initial deposits.
CASE STUDY: Telecommunications Company
The company had 12,000 employess dispersed amongst branch offices all over the country. It was a challenge for the HRD, and a very simple process of awarding corporate pins and rings had been implemented. Despite the simple process, there were awardees who were missed; or resigned employees who were still in the list. This contributed employee dissatisfaction.
An automated and merchandise/lifestyle/travel range of reward system provided clean employee tracking and allowed the employee to choose his own reward based on the service levels.
- Consistently received a rating of “Very Satisfactory” or 4 out of 5 from the participants/employees.