Objective: To drive new business and acknowledge the loyalty of its customer base.

Participation: Both new and existing customers.

Mechanic: :  In the highly commoditised, and primarily male-dominated market of commercial vehicle parts purchasing, Parsons needed to differentiate itself and wanted a reward that would be both flexible and desirable.  The B&Q and Comet brands were considered a natural choice for men, but the company also wanted a reward that the recipient could share with their families.   The scheme is designed to both attract new business and acknowledge the loyalty of existing key customers, and rewards the purchaser whenever they achieve set monthly-spending targets.

Results: The scheme is extremely popular, and Parsons has firm evidence that new business comes to them in preference to its competitors because of the incentive on offer.  Every month individual customers are being rewarded with anything between £25 and £150 worth of Kingfisher Gift Vouchers.

Comment: John Coote, Sales Director: “Our customers are geographically spread, and we know that they can easily access the three retail brands, which is very important.  The standard of service we receive from the Kingfisher Gift Voucher team is superb – we simply fax over an order one day, and receive the vouchers the next.  The team is always there should we need any advice or input.”