Business Case – Channel Marketing

Incentive Program Participants Were Definitely A Cut Above But Management Needed More…

Target Audience
 10,000 Third-Party Retail Floor Reps

Situation
The Edge Rewards is a successful online incentive platform that has been in place for several years. Third-Party Retail Floor Reps earn rewards for sales and training initiatives. The online program is definitely a solution that works: Floor Reps who are actively engaged in the program produce significantly higher sales than those who do not participate.

the challenge
Management needed to increase sales–immediately and significantly– and turned to Anderson Performance Improvement to help. The specific goal was a 20 percent increase in product sales–which meant Floor Reps needed to engage and sell.

Improved performance was key, and The Edge website was the perfect vehicle to drive it. Strategic additions to the existing incentive site were designed to increase sales of targeted products with a minimum sale price. The high number of Retail Reps who already knew and used the incentive program, as well as the site enhancements, allowed management to take advantage of The Edge and quickly launch a meaningful sales incentive.

Solutions
Anderson Performance Improvement launched two new initiatives:

  1. "Double ePoints," a sales incentive; and
  2. "Activate It," a referral incentive with a training component.

"Double ePoints" drove sales by issuing double-the-usual number of ePoints for each sale of the targeted products.

"Activate It" increased participation by rewarding Floor Reps who recruited new participants. Each referring Floor Rep received ePoints for each referral—but only if the newly registered participant passed at least one product quiz and reported a sale of the targeted products on the website. Knowledge leads to increased sales, and this was a great way to ensure that every new Edge participant had the competitive edge! Participants were further fueled by the large selection of merchandise available by redeeming their earned ePoints.

Communications
Targeted communications were critical. Electronic announcements and mid-program communications kept initiatives top-of-mind, as did highly visible "What's New" messages on the Home page. Results Together, the initiatives increased sales by 30% and participation by 9% in 60 days. Management realized a Return on Investment (ROI) that far exceeded Anderson Performance Improvement's 200% guaranteed ROI.``

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