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October 2, 2015

Americas: Survey Reveals Goals for Merchandise and Gift Card Programs

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In the latest survey conducted by MeetingsNet in conjunction with McLean, Virginia–based Incentive Research Foundation, several trends emerged from the responses of incentive buyers, who revealed their behaviors—based on their organizations’ preferences as well as their incentive recipients’ desires—as they plan and execute programs that use merchandise and gift cards.

Buying Behavior  

The good news? Budgets for such programs are steady or on the rise and the infrastructure for obtaining merchandise and gift cards for buyers continues to improve. A continuing trend? Personalization is the name of the game; this is the “me” era of rewards.

Business Goals Behind the Usage

The first nugget to come from the survey is the increased emphasis in 2015 on using merchandise and gift cards to reward customers, versus an emphasis by organizations in the past few years on using such items to motivate and reward salespeople and other internal employees. This year, 60 percent of respondents said that the primary goal of using merchandise as incentives is to reward customers, while 59 percent said the same for their use of gift cards. In previous years, the top business goal was driving sales; this year it drops to second for both merchandise programs (45 percent of respondents) and gift card programs (48 percent).

Read more at MeetingsNet.com...

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