Fujitsu Siemens Computers

Fujitsu Siemens Computers is the leading European IT Infrastructure Provider with a strategic focus on next-generation Mobility and Dynamic Data Centre products, services and solutions. With a platform and services portfolio of exceptional depth, their offering extends from notebooks through desktops to enterprise-class IT infrastructure solutions and services offerings.

In a bid to increase sales to through key channels, Fujitsu Siemens Computers set-up a number of initiatives and Love2reward talked to their sponsor, Ian Leigh - Volume Channel Marketing, about how they operate:

Firstly, could you explain what prompted you to implement these schemes?
Fujitsu Siemens Computers first engaged with Love2Reward just over 12 months ago as we were initially looking for a voucher-based reward mechanism and the offering from our previous supplier was starting to become a bit dated.

We have expanded the campaigns that use Love2reward vouchers, from 1 to 4 over the past 12 months and will continue to include them for the foreseeable future.

Which specific areas to the campaigns look to target?
There are three specific areas we looked to address: lead generation, lead conversion and product training. The first two campaigns use an online points-banking mechanic based on pre-agreed targets and the latter, an online product training questionnaire linked into an interactive games platform. The current version is called 'Summer of Sport' and it allows participants to use their skill in various sports, such as Cricket and Tennis, to increase their overall score; providing that they've successfully answered the product training questions, of course! The leading 'players' are then awarded rewards e.g. Love2shop's High Street Gift Vouchers, at the end of the promotion.

How are the schemes administered?
As we have a number of campaigns running, we administer the larger customer-based ones through specialist agencies. This has proved to be very successful we are currently looking at how we can integrate these current campaigns into other areas.

Why did you decide to use Gift Vouchers and Love2shop vouchers in particular, as your reward mechanism?
I was impressed with the flexibility of the vouchers on offer and the speed of turnaround from order to delivery - from experience the more instant a reward, the more powerful the promotion.

How did you decide to communicate the launch and how are you proposing to maintain ongoing interest?
We've used various methods of communicating the campaigns; from interactive, theme-based programs to simple e-comms and L2R have been very proactive in providing collateral and bespoke imagery to help with this.

How do you measure the success of the scheme?
Due to the technical nature of our products, we recognised some time ago that sales are directly related to effective product training; front-line sales teams will always promote the products they are most comfortable fielding questions about. Not surprisingly then, as the product questionnaire scores have climbed, so have our sales results.

Have you any advice for other companies who are considering introducing a similar scheme?
My advice would be keep the campaign simple and the reward as instant as possible, and always remind your customers why they got the reward and how they can earn more...!

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