Accentiv’ publishes its first international rewards barometer

To measure market changes and expectations in terms of rewards solutions, Accentiv’, the "rewards and incentive" division of Accor Services, conducted an international survey covering six EU countries (Germany, Belgium, Spain, France, Great-Britain and Portugal) in April 2009.

Almost 700 decision-makers from European enterprises agreed to reply to a series of questions for this first international rewards barometer.

The results provide us with the main rewards market trends:

In Europe, multi-store gift vouchers are particularly effective for rewarding performance, commitment or loyalty within a company, thanks to the wide choice they give to beneficiaries. From this point of view, companies have given priority to employee motivation or sales-force stimulation. We also observe greater generosity for employees (€ 280 on average per year and per employee) than for any other target beneficiaries (partners, distributors, consumers). Lastly, even if certain companies believe that paper gift vouchers will still be used for many years to come, most of them consider that they will be replaced by gift cards.

European companies much prefer multi-store gift vouchers

Over 80% of European companies surveyed indicated that they had already made use of rewards solutions. Amongst these companies, the "Top 3" rewards solutions already used include principally multi-store gift vouchers (60% of replies cited), incentive travel (45%) and gift merchandise (42%).

In the case of companies wishing to start a rewards program, 45% also indicated their desire to use firstly multi-store gift vouchers followed by incentive travel (32%), gift merchandise (27%) and gift boxes (24%).

Staff motivation: at the heart of company priorities

When European companies use rewards solutions, the most frequently cited objective is the motivation and recognition of their employees (52%), followed by the stimulation of internal sales forces (42%), the stimulation of distribution networks (34%) and developing the loyalty of end customers (33%).

The other major trends of the rewards barometer

• Generosity is in general greater for employees (€ 280 per year and per person) than for distributors (€ 270) and customers (€ 218).
• 57% of European companies consider that price is the first decision factor to purchase a rewards solution; simplicity of use for the beneficiary being a key deciding factor in 54% of cases, and simplicity of management in 46% of cases.
• 27% of European companies intend to implement a rewards solution program with a partner within the next 24 months, compared to 32% with no such intention.

To get some more information about the results, please download the presentation.