Product category:
Vouchers
News Release from: The Gift Voucher Shop | Subject: One4all and Leisure4all Gift Vouchers
Edited by the Marketingservicestalk Editorial
Team on 21 February 2008
Bmi chooses Gift Voucher Shop for crew
incentive
Award-winning airline bmi is the latest in a long line of market-leaders to appoint The Gift Voucher Shop.
GVS has been tasked with creating and operating a completely new staff incentive scheme, designed specifically to boost in-flight sales Bmi, which operates services in the UK, Europe, the Middle East, Central Asia, Africa, Russian Federation, USA and the Caribbean, expects rapid uptake of the scheme by its 1,400 cabin crew
This article was originally published on Marketingservicestalk on 6 Feb 2008 at 8.00am (UK)
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Known as eric (employee rewards and incentives club), and launched on 1 February 2008, the new programme has been developed by GVS to drive increased in-flight sales.
"Previously cabin crew received a cash-based commission payment," said Sam McKissock, general manager cabin services for bmi.
"However, we wanted to add more perceived value and make the reward more aspirational and memorable - cash tends to just disappear into everyday expenditure rather than being used for a treat.
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"Now at the end of every month we will tot up the commission earned on all in-flight sales made by each individual, and calculate an equivalent 'points' value.
"These points will then get deposited into the employee's points bank".
GVS has built a dedicated site for crew members.
By clicking on the 'crew rooms' button, the individual will then sign in using their unique username and password.
At this point they launch their own dedicated points bank page, where they can view recent transactions, points accumulation and if they wish, they can spend immediately, or choose to save.
"The real added value comes from the fact that for every GBP100 worth of One4all or Leisure4all gift vouchers purchased, GVS will award another GBP5 worth free," added McKissock.
"But it doesn't end there, as many of the key retail brands on the One4all voucher will launch additional offers throughout the year, adding even more value: for example on Valentines Day, Thornton Chocolates will give an extra special chocolate reward to anyone spending their One4all vouchers in-store".
Commenting on the new business win, Tracy Aslam, Business Partner Director UK, GVS, said: "We have a very good track record in the airline industry, as we have been operating a similar crew incentive scheme for Aer Lingus in Ireland for a couple of years now.
"They have seen significant uptake and increased sales as a result and we, of course, expect to replicate this for bmi".
One4all and Leisure4all Gift Vouchers can be spent at any outlet from a list of leading retail brands and services, including Debenhams, Comet, River Island, House of Fraser, Selfridges, Champneys, Woolworths, Laithwaites, Halfords, JJB Sports, Thresher, Legoland and Goldsmiths.
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