Industry
In-Store Pickup Boosts Redemption
By Alex Palmer
February 9, 2012
Incentive recipients enjoy having the option of picking up their awards at the store, USMotivation has found. The Atlanta-based incentive company began allowing recipients to redeem their incentive merchandise at Best Buy this holiday season, and some 30 percent of clients took the company up on the opportunity.
This represented a 50-percent increase in point spend compared to the previous year, reflecting a growing interest from recipients to have the choice of getting a merchandise award themselves rather than the traditional method of having it mailed or given to them at work.
“You can say, ‘I want that 42-inch TV, and I want it now,’ then you can order it online through our online points platform, and it’s ready at the store in 45 minutes,” says Scott Siewert, vice president of sales and marketing for USMotivation. “It’s a convenience factor.”
USMotivation currently only offers its in-store redemption through Best Buy, but after the success of this year’s program, Siewert expects they will soon expand it, presenting additional options for incentive winners.
While this brick-and-mortar approach has proved popular for USMotivation, the warehouse systems that many merchandise incentive providers have makes such a program difficult for some incentive houses. USMotivation’s online platform, Ovation, is designed to offer more flexibility on this front.
The positive response to in-store pickup has strengthened USMotivation’s interest in the offering, but the company expects it will continue to be just one choice of many for recipients.
“It’s all about choice for us—if you want to use it, great, if you don’t and want it shipped to your doorstep, that’s great, too,” says Siewert. “It actually works, and our participants have embraced it.”
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