Client: GE Money
Background: For the 2007 holiday season, GE Money and Stein Mart launched a Stein Mart credit program that offers its cardholders a points-based rewards program plus the benefits of the Stein Mart Preferred Customer Program. To hit and exceed pre-set store goals in terms of new credit applications, Stein Mart introduced an Incentive Program to motivate store employees to generate high volumes of applications.
Mechanics:
- Store managers assigned a goal.
- Each store that met their goal received a Kick-Off package.
- Packages included instant-win, scratch-off game cards, along with prizes.
- Every store employee received a card and prize, regardless of individual job responsibilities.
- Store managers handed out cards (all employees were winners), and employees would scratch off to see which prize they received.
- Each store had a pyramid of prizes with top level, mid-level and lower-level logoed merchandize prizes.
Results: GE Money received overwhelming store management and employee response, meeting 156% of their goal. DJA is currently working on an annual promotion plan for 2008 with Stein Mart and GE Money.
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