After managing thousands of loyalty and incentive promotions for the past 35 years, I have become enthralled with corporate culture and how companies view themselves relative to the vendors they wish to work with.
All sales incentive companies, such as our own Incentive Solutions and Loyaltyworks, ultimately strive to sell the same end result; however, they go about it differently based upon their own C-suite objectives, sales cost overhead, technology, and investor expectations. As a result, the incentive companies’ branding and product positioning tends to trickle down and eventually manifests itself in how their incentive clients perceive they are best served.
Please consider my subjective department store analogy and determine which “incentive store” you see yourself most likely to shop in.
The Incentive Vendor Branding Positioning Hierarchy:
- Neiman Marcus: crème de la crème, can’t go wrong, but will “needless markup” make people consider you a lavish spender
- Nordstrom: consultative, super service, upscale cost but not considered extravagant, focused appeal
- Macy’s: been there done that
- Target: HIP, cutting-edge at a competitive price with good customer service and user experience, mass appeal
- Walmart: Best prices, but non-rewarding customer experience is a product of unengaged employees, poor store environment and disinterest in end user satisfaction.
We have two brands, Incentive Solutions and Loyaltyworks, that enjoy the similar technology, client satisfaction and financial support, but offer different services. Here’s how we position them:
www.Loyaltyworks.com = Nordstrom
www.IncentiveSolutions.com = Target
We just won "Best Channel Incentive Program" by Incentive Magazine, are Inc 5000 company, have perfect BBB ratings, won “Best & Brightest Atlanta” 3 years in a row and, most important, a recent survey of our 220+ clients gave us a 95% “excellent” rating and would recommend us to a friend.
If incentive programs were a pair of shoes, where would you shop?
Contact me at 678-514-0203 for a free “fitting” and see the future of "B2B Promotions".