Space Air

Space Airconditioning plc is Europe's largest independent distributor of Daikin products and, as such is acknowledged as a market leader. Selling through a network of approved installers the company has always sought to maximize sales via both strategic and tactical use of sales promotion activity. "For the past 14 years we have exploited the power of incentives to promote sales," comments Lynne Ford, Marketing Manager for Space Air. "Our Pleasure Points scheme has been enhanced to the point where the Pleasure Points brochure now features rewards as diverse as hot air ballooning, white-water rafting, supercar driving, golf, canal boats, relaxation days and trips to theme parks. The most popular reward however, is retail vouchers, in particular Love2shop - The high street gift voucher. Over the past three years their popularity has grown, so that now we provide 70% more than any other Gift Voucher. We put this demand down to the fact that Love2shop - The high street gift voucher can be spent at more than 75 brands, there isn't one area of retail that they don't cover."

Some 250 customers are now registered with Pleasure Points and as Lynne explains,"The recipient of the reward is the company, which means greater flexibility if they select Gift Vouchers. Employers are able to distribute as they see fit - some may use the Vouchers to make one large purchase for a team of people, or they may award them individually, giving employees the opportunity to spend as they wish. Love2shop - The high street gift voucher gives everyone the greatest choice. The largest redemption at any one time was worth £1,000."

Such is their appeal that last summer Space Air ran a tactical promotion using Love2shop - The high street gift voucher exclusively as the reward. "From 1st July to 30th September we chose to support our 'split system' product range (a split system is an air conditioning unit that both cools during the summer and heats during the winter). With the poor summer weather last year, we believed that an extra push would be needed to promote sales and, as a result we saw a very respectable upturn of 17%," Lynne concludes.

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