Case studies
Procter & Gamble
Service Award Program
A couple of years ago, P&G issued a tender to develop a localized service award program for the EMEA region. The main targets of the new program were to ensure on-time delivery and to increase the perceived value of service awards.
After having gone through a solid analysis of the requirements, Arteel developed an web-based solution that allows P&G to centrally manage the service awards for the whole region. Every site has a local coordinator who has to make sure that the list of awardees is loaded into the system and continually kept up-to-date. The system sends the awardees well ahead of time a personalized message to invite them to choose the gift of their preference in a web catalog. Various possibilities are offered taking into account the individual areas of interest, different award levels or budgets, and local restrictions that may apply. As soon as the choice is made, the line manager is offered the possibility to add a personal message in the system. This message will be wrapped and delivered together with the chosen gift. All gifts are delivered in due time on site to the local coordinator who makes sure that they are handed over by a senior leadership member during a local service award ceremony.
After a successful try-out in Belgium, the localized service award program was gradually expanded to 42 countries in the EMEA region. This goes to show that Arteel is a full-service partner who makes sure that the gifts arrive on time together with the appropriate personalized communication to ensure that employees feel recognized and appreciated for their loyalty and contribution to the success of the P&G organization. Together with the customer we regularly evaluate the process so we can proactively identify and tackle any opportunities for improvement. It is our conviction that this dynamic and flexible approach is essential to maximize the perceived value of the incentive program on all levels.
GSK
End of year project
Our customer GSK, Glaxo Smiths Kline, contacted us with the request to develop a new more cost-effective and personalized approach for the delivery of New Year gifts to their employees. They had a long tradition of organizing a drink in every site just before the holiday periods, but as this became logistically more and more difficult they were looking for an alternative. They contacted us about 6 weeks before the end of the year with the request to have it all organized and in place before the end of the year.
After having talked about the goals and critical success factors of the new program, it took us 1 week to set-up, and select an assortment of gifts that fit the customer’s budget, to increase stock levels to ensure availability of the most popular items and to look for the most cost-effective solution to deliver the gifts to the employees. Every employee then received a personalized invitation with an access code to choose his personal New Year gift within the next 3 weeks. As soon as the selection was made, the gift was shipped to the employee’s home address or his address of choice just before the holidays. A customized gift wrapping was designed and agreements were made that overstock items would be offered to charity.
The most challenging aspect of this project was to ensure that the data about the employees was complete and accurate and that the employees made their choice on time. Thanks to our punctual and precise follow-up of the different project steps, Arteel succeeded in deploying the new program on time to the satisfaction of the GSK employees and management.
Randstad
Summer gift program
Every year, Randstad offers its 2000 employees a summer gift to express their gratitude and send them their best wishes for the summer holidays. They want it to be an attractive original gift that reflects corporate culture. Furthermore, it should be timely delivered in the right quantities to their different sites.
Out of the different proposals that fit their budget, Randstad management selected for the summer of 2009 a colorful lettuce bowl with salad accessories like salad seasoning and an apple cutter. The attached personalized message emphasized the health aspect of summer holidays to re-charge the batteries.
Year after year the high level of empathy and creative inspiration of our in-house design team enable us to come up with original and convincing proposals. Combined with a flawless delivery process, Randstad management was quickly convinced to renew its co-operation with Arteel for their next summer gift projects.
Familiehulp
Service award program
Familiehulp is a non-profit organization that offers home support services with a workforce of 12000 employees spread out all over Flanders. Most of their co-workers work in remote areas and many of them even work on a free-lance basis. They used to have a service award program based on gift vouchers but they wanted to change their approach because they had doubts about the perceived value of the voucher program.
Arteel developed an on-line service award program that allows jubilees to choose a concrete, tangible gift. This significantly increases the recognition experience and perceived value of the program. The entire system is supported by the communication which is geared towards the employee who feels truly valued for his efforts and loyalty to the organization.
Wherever the employee is located, whatever his type of contract, centralizing all the information in one single database makes the follow-up of the entire process very easy. Simple reporting ensures that correct information is available for evaluation and further decision-making.
Hamal Signature
Points Based Loyalty Program
Our customer Hamal Signature is a Belgian company which is market leader in manufacturing and selling of salads and sandwich spread to supermarkets, grocery stores, butcher shops and sandwich bars. They contacted Arteel because they were looking to outsource a points based customers loyalty program that they had been running in-house for a number of years. The program consisted of a saving program where the Hamal Signature customers were granted points for every purchase. Afterwards, they could use these points to choose a gift from the catalog. Most gifts were electrical devices and the minimum number of required points was quite high. Furthermore, the delivery of the gifts had to be handled by Hamal Signature’s sales force. As the company became grew, the administration and logistics of the program became very time-consuming. Hamal Signature was therefore looking for a specialized and reliable partner to support them in this process.
Arteel developed a new catalog (paper and web version), fully customized to the Hamal Signature look and feel, and we developed a web-based solution to manage the process. The entire administration and logistics of Hamal Signature’s customer loyalty program is now handled by Arteel. This includes purchase, delivery and customer service.
Hamal Signature customers can choose from a much wider range of gifts. The gifts are delivered within a set time frame and clear customer service procedures have been put in place. By outsourcing its customer loyalty program to Arteel, Hamal Signature has established a solid basis to ensure long-term continuity of the program. KPI’s have been determined to measure the program’s effectiveness and to detect any opportunities for further optimization.
AVEVE
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AVEVE is a retail organization specialized in bakery, garden and pet products. Every year, for world animal week, they look for an out-of-the-box marketing idea to promote their pet division. The campaign’s target group is families with children.
Based on this input Arteel’s creative team came up with the idea of developing an AVEVE-branded educational card game on animals. This was developed in close cooperation with a specialized cartoonist and Carta Mundi, world leader in the production of playing cards.
The campaign was a big success, more than 125.000 card games were produced and distributed.
Belgacom
Employee gift project
Belgacom, one of the Belgian telecom operators, was looking for an employee gift for its 19000 employees that would help them focus on the importance of sustainable development and corporate responsibility for the entire workforce. They issued a tender to 20 potential suppliers with the request to come up with an original proposal for a limited budget.
Arteel’s creative team based their proposal on the customer’s company brand and values. They came up with the idea of a Belgacom branded shopping bag filled with fair-trade products. A card with appropriate messaging was added to the bag and wrapped in a customized card board box.
Out of the 20 proposals, the Arteel’s proposal was selected because it was a full concept that included gift, communication, packaging and delivery to their different sites across the country. It is for the third time already that we were chosen as preferred supplier by the Belgacom management team because our offer best conveyed the corporate message and generated the highest perceived value for the available budget.
