Product category:
Vouchers
News Release from: Kingfisher Gift Vouchers | Subject: Kingfisher Gift Vouchers
Edited by the Marketingservicestalk Editorial
Team on 11 September 2007
Kingfisher helps Norwich Union to boost
sales
Motivation expert PandMM devised and launched a points-based reward programme for Norwich Union call centre staff that made use of Kingfisher Gift Vouchers.
Achieving the perfect incentive scheme is akin to finding the holy grail for call centre operators What motivates one person may not strike the right chord with another, but Norwich Union certainly seems to have come up with a near-perfect answer
This article was originally published on Marketingservicestalk on 17 Aug 2007 at 8.00am (UK)
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Last September the company approached PandMM, one of the UK's most respected motivation and performance improvement agencies, with a brief to craft a package of incentives to drive sales and improve morale within their six call centres located around the country.
A total of 3,000 staff, located in Bishopbriggs near Glasgow, Perth, Worthing, Sheffield, Norwich and Southampton were to be the recipients.
PandMM devised and launched a points-based reward programme, whereby Norwich Union call centre staff were to be targeted with achieving policy sales and renewals on each of their core products or providing customers with excellent levels of customer service.
In addition the scheme, or NUB as it's now known, was to be inclusive of back-office personnel who were responsible, amongst other things, for customer service.
Each member of staff was allocated a 'points bank account', with points added every month depending upon performance.
Lyn Gurner, Account Manager at PandMM, explained: "Norwich Union staff have the option of spending their points at any time on a comprehensive range of gift vouchers, and merchandise.
but since launch in September the vouchers have dominated, with 97 per cent of points redeemed against vouchers as opposed to just 3 per cent against merchandise.
"We put this down to the fact that staff have real choice - they know what they want, and pick the voucher which most suits their lifestyle".
One of the most flexible gift voucher offerings in the scheme is the Kingfisher Gift Voucher, which can be spent on more than 400,000 different products stocked by BandQ, Comet and Woolworths - three of the country's favourite retail brands.
With 1,500 stores and the majority of the population within a 15-minute drive of one of the brands the Kingfisher Gift Voucher is both accessible and aspirational.
To drive awareness of the voucher and its spending opportunities, the Kingfisher Gift Voucher team came up with the idea of mounting a voucher vortex roadshow, which would travel the country visiting four of the six Norwich Union call centres.
Gurner continued: "After launching a scheme of this type, it's critical that you don't lose any momentum - Kingfisher Gift Vouchers recognise this fact and came to us with the idea of the voucher vortex roadshow - the vortex creates theatre and drama, and is highly memorable, so achieving their objective to reinforce awareness of their brand, and achieving our objective of keeping the campaign alive" "For a four-week period in January 2007, Kingfisher Gift Vouchers' vortex machines became a permanent fixture at Bishopbriggs, Perth, Sheffield and Norwich, and everyday at 2.30pm each office prepared for the daily recognition of sales or customer experience performance and the vortex was activated.
"Every member of staff who had, the day before, redeemed points for a Kingfisher Gift Voucher were invited to stick their hand into the whirling mass of prize-winning slips in the vortex, to grab a prize.
"Participants had a one in three chance of winning anything from an iPod; PSP; GBP1, GBP5, GBP10 or GBP25 Kingfisher Gift Voucher; through to sweets and chocolates or even a novel Wooly or Worth stuffed toy.
"The roadshow went down a storm - prizes were handed out immediately, and the Norwich Union centre managers decided to up the ante, and award on the spot vortex 'plays' to the best daily performing staff members.
"So every day, for four weeks, hundreds of call centre staff were playing for a chance to win - the whole event was extremely well received.
"The managers even asked Kingfisher Gift Vouchers if they could buy the vortex to have as a permanent fixture, such was the boost that the daily ritual gave to each centre.
"More importantly, sales performances were increased, and Kingfisher Gift Vouchers became and still remain one of the most popular vouchers in the whole scheme.
"The whole thing was driven and funded by Kingfisher Gift Vouchers - they delivered and set up the vortex at each site; sourced and packaged up prizes; worked out prize ratios; prepared the slips for each day's play; briefed the centre managers and generally guaranteed the success of the roadshow.
"We just liaised and confirmed each day's points redemption patterns to each centre, then the manager oversaw each day's play and prize presentation".
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