Case Study: A Leading Office Furniture Manufacturer

Incentive program captures channel mindshare... and market share.

Situation

In an industry experiencing significant downsizing, this leading office furniture manufacturer, wanted to increase its share-of-mind throughout its network of 3000 dealer sales representatives. A dealer rep survey had identified over20 competitive office furniture manufacturer incentive programs, and the Client was in search of a compelling incentive program that would actively engage dealer reps and leverage to drive sales of its products. Confident that increased product training would better position its company in the marketplace, it also wanted an incentive program that would reward dealer rep learning programs.

Solution

Making the most of over 70 years of experience in designing and implementing incentive programs, Maritz worked with the Client to develop the Masters Program. The program rewards dealer reps with Master points for product sales, plus points for attending leader-led training courses (four are offered per year) and completing follow up on-line quizzes. The points are co-funded by the Client and its dealers. The customized points-based reward program combines web-based management, flawless reward delivery, and a vast selection of merchandise and services. Master points can be redeemed at hundreds of retail, catalogue and entertainment merchants, allowing reps to choose rewards that are most meaningful to them.

The Masters Program also includes a Top Achiever trip. Every year, any dealer rep who earns 3200 Master points, attends all four training courses, and passes the on-line quizzes earns a 5 day/4 night trip for themselves and a guest. Past destinations have included Hawaii, Palm Beach, Vancouver, Canada and Marco Island, Florida. “This program is very successful,” says Dick O’Connor, Account Manager, at Maritz, “because of the wide award selection and the fact that everyone has a chance to win.”

Results

• During the past five years, the Client has realized an 8% market share increase, in a depressed market where office furniture sales have decreased almost 30%.
• Throughout this period over 3000 dealer sales reps enrolled in the program with more than 2500 earning reward points.
• More than 5000 on-line product knowledge courses were completed.