Using data to plan acquisition campaigns in 2021

We recently asked 2,020 people around the UK about what they’re most interested in spending money on as national restrictions are eased.

You can read more details about the research and our findings in our article here, but one main point was clear. The people of the UK want to spend their money on experiences, not things, as we ease out of restrictions. That means restaurants, leisure, travel, and seeing their friends.

By comparison, the public are significantly less likely to want to go out and buy laptops, phones, tablets, cars, and other items.

What that means for customer acquisition

There’s a stark divide between sectors, with travel, hospitality and leisure being in very high demand, and almost everything else falling away.

How you make the most of finding new customers over the next few months depends on which camp you’re in – in the sun, and in the shade.

In the shade

When the public are excited to put their money into other industries, you still have a play available to you – tie yourself into that demand.

We can’t argue with what the public wants any more than we can argue with the tide coming in and out. But we can find a way to give people what they want.

Your promotions, your incentives, and your acquisition rewards need to align with a clear statement of demand from the public.

For instance, interest in buying new cars is very low, with only 2% of women and 4% of men excited to buy a new car. But when enthusiasm for experiences is so high, you can ignite interest in test drives if you’re offering leisure, dining, or travel as a test drive reward.

In the sun

For companies with a business in demand, it’s more about making sure that you get the most out of a busy period. If the public are going out to eat, you want them to eat in your restaurants.

We wrote more about how you can make the most of the busy period and find new customers here. But, to summarise our main points:

  • Be shareable: The public are looking for experiences, so offer them experiences that they want to share with their social group.
  • Promote yourself: Stand out from the crowd with promotions and deals that excite and attract customers.
  • Collaborate: Where you can, collaborate with other businesses serving similar demographics to create better experiences for your combined customer base.
  • Manage your reputation: Reputation directly affects new customer acquisition, and means managing your presence on reviews sites like Trustpilot.

What you can also do is start thinking loyalty. At some point, the novelty will wear off and the public’s attentions will turn back to the parts of life that aren’t travel, experiences, or hospitality. Other demands will take precedence in their lives.

The trick will be to take the customers who came to you while leaving lockdown and turn them into enthused, loyal customers in the future.

Over to you

Eventually, the frenzy will subside. But we’re in a challenging period with every business looking for their best footing for their recovery.

Achieving that footing means understanding and aligning approach to acquisition with what the public are most interested in.

If you want some help, or just want to ask us a question, you’re always welcome to get in touch. Use the live chat or call us during working hours, or shoot us an email any time.

News: People in the UK are itching to spend their money on making up for lost time

According to research from Appreciate Business Services, people in the UK are most looking forward to spending their money on experiences, not things, as we ease out of lockdown.

Appreciate, with the help of polling agency YouGov, asked 2,020 people around the UK what they were looking forward to spending their money on as we ease out of lockdown. They overwhelmingly said that they’re excited about leisure, travel, and spending time with their family.

Travel in particular was a focal point, with a combined 49% of respondents saying they’re looking forward to travel in the UK, and 40% saying they’re looking forward to travel abroad.

Other popular activities include cinemas, visiting friends, and meals in restaurants. All activities we’ve missed out on over the last 12 months.

The top five activities the UK is most looking forward to spending money on as lockdown eases:

  1. Going on holiday (either in the UK or abroad) – 89%
  2. Having a meal inside a restaurant – 64%
  3. Travelling to see friends and family – 55%
  4. Visiting cinemas, spas, leisure centres, etc. – 44%
  5. Buying clothes in a shop – 34%

Written answers from the survey showed a similar pattern, with social activities being the most popular responses. The most frequent responses Appreciate received involved meeting friends, going to the pub, being able to be spontaneous again and, crucially, spending more time with their family.

In contrast, the public said that they’re least excited about going out to buy new tech and new cars in-person. Just 2% of women, and 6% of men, said they were looking forward to going out and shopping for a new car.

When it comes to technology, young people are slightly more enthusiastic about buying items like phones, laptops, televisions and tablets, with 13% of 18-24 year-olds saying they were looking forward to tech shopping.

However, even the youngest consumers’ enthusiasm for leisure, travel, and social activities dwarfs their interest in buying new tech. Across the board, across gender and age, what everyone’s looking forward to spending money on most is what they feel like they’ve missed out on over the last year.

While the results might be startling for the retail tech and auto dealer industries, other sectors will be delighted by the feedback. Restaurants, travel, and hospitality were popular across all age groups, and in-store clothes retail is in high-demand with women and younger respondents.

Going back to restaurants in particular is universally popular, with more than 60% of respondents, across every age group, saying they were looking forward to the return of indoor dining.

Reacting to the results, Director of Business at Appreciate Business Services, Frank Creighton, said, “The data from our survey clearly reflects what our clients and customers say – the UK is desperate to get back to what they’ve missed. The most interesting question for us is how we use the data to help our clients with customer acquisition and customer loyalty.

“When only 4% of the UK is excited to buy a new car in-person, we need to help auto dealers motivate people to go out and take test drives. And, when 64% of the UK are thrilled to eat and drink indoors again, we need to make sure it’s our clients in hospitality that reap the rewards of that with great acquisition and loyalty plans.”

All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2020 adults. Fieldwork was undertaken between 21st – 22nd April 2021.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

How we turn 1-star Trustpilot reviews into 5-star reviews

Trustpilot, or the review site you rely on, is now an essential part of your company’s reputation management. And the stats say you don’t have the luxury of disagreeing:

  • 93% of customers check review sites before they buy from a company[1]
  • 91% of consumers trust review sites as much as they trust word of mouth[2]
  • Consumers read an average of 10 reviews before they trust a business[3]

Having a review site isn’t enough, though. It has to be manned, managed, and curated. Like any other digital outlet, consumers expect that you’ll be there for them when they talk to you, and what they see (or don’t see) on your Trustpilot page is a reflection of your business.

It’s is a chance for you to demonstrate a proactive, empathetic approach to customer service, giving your customers faith in your business before they even talk to you.

That includes knowing what to do when a 1-star review comes down the pipe. And no matter how good you are, the bad review will come.

In this article we’ll outline how to turn a 1-star review into a 5-star review, and how to make the most of the good reviews as well.

We wrote this article about Trustpilot, but the advice here is still relevant whether you’re using Google Reviews, Feefo, Birdeye and more.

How we turn 1-star reviews into 5-star reviews

Because we treat our Trustpilot page as a loyalty and acquisition tool, we have an internal process for dealing with all reviews that come in, including bad ones. Actually, especially the bad ones.

We start by making sure the user is in the right place.

Is the review legit?

The first thing we do with a bad review is assess whether the complaint is legitimate. This sounds simple, but it’s important – is the reviewer actually talking about your business?

For instance, you might manufacture tyres. And you may get a Trustpilot review talking about the quality of service they received in an independent fitter selling your tyres.

While their complaint is legitimate, the complaint’s place on your page isn’t. On Trustpilot, you may apply to have the negative review removed on the grounds that it’s not about your company. It might seem harsh, but we’re talking about your company’s reputation.

If it’s a legitimate review, you can move to the next step of the plan.

Dealing with a legitimate bad review

First, check if the user has left their name, or their business’ name.

If they have, connect the name to information in your database, or customer relationship management (CRM) software like Salesforce. If you don’t have a CRM system in place, you can go to your sales or account management team and ask about the customer.

Find more information on the complaint, bug, or delivery issue the customer is experiencing. Armed with this information, you can make an attempt to resolve the issue.

While you’re doing this, be sure to leave a sympathetic reply offering the unhappy customer a chance to get in touch and resolve the issue. Whether they initiate contact in reply, or you get in touch later, it’s important to be seen to engage with bad reviews. We’ll explain more about that later.

You know better than we do on how to talk to individual clients, but in our experience a negative review is often an act of frustration. And it often comes from a sense of not being heard. Opening dialogue is the first step to alleviating that frustration and finding a happy outcome.

With your internal team, and your client, you can find out what the issue is and implement a solution.

Approach the reviewer

Once the issue is resolved, and the customer is happy again, you can talk about their review. Ask the client if they’re otherwise happy with your service, and if they are, ask if they would consider changing (or removing) their negative review.

Precisely when you do this depends on the scale of the problem resolved, and the quality of your relationship with the client – you and your team will know best on this front.

But if our experience tells us anything, a happy client will often be amenable to changing their review. Especially when asked directly – they’re no longer talking to the faceless review site, they’re talking to a human being who has gone out of their way to resolve a problem for them.

When you don’t have the details

Your reviewer might have taken pains to stay anonymous, or you might not be able to match them up to a contact in your CRM system. It happens from time to time.

You should still leave a reply and invite the customer to talk about the problem they’re having. With a bit of luck, they will get in touch and you can resolve the problem with the same process we outlined earlier.

But even if they choose not to get in touch, leaving a reply is better than letting it fester unchallenged. As we pointed out earlier, it’s there for benefit of the next customer that comes along to the page too.

Being engaged and energetic about your review page shows readers that your customer service is proactive and interested. Combined with a high review score, it helps you build confidence in existing and prospective customers that you’re a quality provider.

Tips on leaving a good reply to a bad review:

  1. Be courteous. Not quite formal, but polite.
  2. Be human, using their name if it’s supplied, and using straightforward language.
  3. Express that you’re sorry the customer is having a problem, but don’t apologise or admit blame in your reply.
  4. Offer to help, and leave them with a direct way to get in touch.
  5. Sign off with your own name and title, not the company’s name.

What to do when someone leaves a good review

It’s not all rainy days!

You’re good at what you do, your customers know that, and they’ll express that in reviews. There’s no shame in shamelessly making the most of the good news when you get it.

Here’s how to get the most out of a 5-star review.

Reply to the review

Just as you would for a negative review, get back in touch to thank the user for taking the time to leave positive comments. For all the reasons we’ve already discussed, this is important.

Keep track of them

It pays to start keeping a document of your positive reviews as soon as possible. When you want to draw on them later, it’s much easier to search through an Excel sheet than use Trustpilot’s user interface.

Getting into the habit of logging them pays off down the line when you need information in a hurry. Especially when you want to find one quickly by client, sector, time, or content.

Use them externally

As a review left on a website is in the public domain, you’re free to use a good one to promote your business. That said, we would recommend asking clients for their permission if you want to alter the review.

That would include using it as part of a brochure, adding them to a testimonials section of your website, or using them for your marketing material. And you will want to use them.

A good review from a major client makes for excellent social media content, something to drop into your newsletter to clients, and something you can include on promotional material when prospecting new customers.

Don’t be shy about tooting your own horn when your clients are raving about your company.

Share them internally

If a customer names a specific employee in the review, be sure to pass the review on to that person in recognition of their work.

Or, if the review highlights a particular product or service, let your internal teams know how the end-users appreciate their work.

While doing this, it’s worth CC’ing leadership figures in, so that managers can chip-in with their own recognition, and to make these success stories as visible as possible.

Over to you

Regardless of the review site you use, these simple steps help you turn a Trustpilot page into a legitimate part of your loyalty and acquisition strategy.

If you want to talk about anything else your company can do to bring more customers in, and keep the ones you have for longer, just get in touch!

Appreciate talks to Times Radio: Workers won’t miss their “Mad Friday” office parties

Frank Creighton, our Director of Business Development, spoke to Times Radio about our poll showing that the UK’s workers won’t miss their Mad Friday office parties.

Between the hangovers, the stress, and the Monday-morning shame, they’re happier without it. Our research showed that:

  • Half of employees are happy there’ll be no traditional staff Christmas party this year
  • 1 in 5 say they won’t miss the dreaded office Christmas party hangover
  • 9 out of 10 would prefer cash instead of a staff party
  • 1 in 4 would save the money and 1 in 10 would treat their partner to a night out
  • Almost 1 in 10 say avoiding the ‘walk of shame’ next day and apologising for embarrassing behaviour is a perk of office Christmas parties being called off

Given the choice between an office Christmas party or £50, 9 in 10 said they’d be happy with the cash. Fortunately, HMRC’s Trivial Benefit Allowance enables businesses to gift £50 to employees tax-free, allowing companies to save £33.68 per basic tax-paying employee (£48.10 for higher rate tax payers).

The research, conducted with 1,002 British employees by YouGov, revealed that 46% don’t want a company Christmas party at all this year, compared to 24% who do want one.

Even post-Covid, British employees are not keen on a postponed ‘Christmas do’ – 51% said they wouldn’t attend, compared to 36% who would consider it next year.

When asked how employees would spend the £50, almost one in four (23%) said they would save it and 17% would put it in their Christmas fund.

A romantic 11% said they would spend it on a night out with their partner, whereas only 5% said they would spend it on a gift for their kids.

Interestingly, 7% said they would spend it on themselves and not tell anyone.

Avoiding the dreaded office Christmas party hangover (21%) was the biggest perk of traditional in-person celebrations being cancelled this year, followed by avoiding ‘bad behaviour’, including dad dancing, chatting up a colleague and telling regrettable home truths (8%).

bp treats loyal customers to Love2shop Digital Reward Codes with BPme Rewards scheme

bp’s customer loyalty scheme, BPme Rewards, is now even more rewarding with the addition of Love2shop Digital Reward Codes to the scheme’s online redemption options. Digital reward codes provide bp customers with access to 25+ additional retailers, making every point earned even more exciting.

BPme Rewards celebrates the loyalty of bp customers by awarding them points for bp purchases, whether that’s fuel or in-store purchases. After saving up their points, customers can cash them in for extra fuel, or pick a prize from BPme Rewards’ selection of incredible gifts.

The popular Love2shop Digital Reward Codes have now been added to the online redemption options available, making it even more rewarding to fill up at bp stations. They join an array of single-store gift cards, and a selection of special gifts like toys and cookware.

Love2shop Digital Reward Codes are exchanged online for more than 25 popular brands like Nike, Primark, Foot Locker, and Argos. They can even cash in their loyalty points for holidays, or VIP experiences like track days and skydiving if they’re not up for shopping.

Louise Jackson, UK Lead Loyalty Advisor, said: “BPme Rewards is a fantastic scheme that lets us show our gratitude to our most loyal customers. We’re thrilled that just by adding Love2shop reward codes, we can add so many new ways to say, “thank you” to our valued bp customers.”

Alex Speed, Head of New Business at Appreciate Business Services, said: “We take huge pride in the broad selection and quality of rewards we offer our clients and their customers. By introducing our digital reward codes, we put bp customers in touch with thousands of potential gifts. We’re excited to see bp’s customers enjoy them!

Customers can sign up to BPme Rewards at After picking up a card in-store or by downloading the BPme app and accessing a digital card, customers can start earning points when they fill up and shop with bp.



Northern Ireland has a great idea – give everyone a gift card

Northern Ireland’s Finance Minister has announced that, as part of a £300m support package for business, they will earmark £95m for a high street gift card scheme.

While the details haven’t been hammered out yet, we do know the scheme will deliver prepaid high street gift cards to individuals in Northern Ireland.

We think it’s a sensational idea.

Cash is not always king

Many people will ask why a gift card scheme is better than just giving businesses the money. It might seem like a more ‘common sense’ idea, but a gift card scheme does much more than just move money from public to private bank accounts.

Gift cards not only generate extra cash flow for businesses, they spur other spending moments beyond their main purchase. Someone who pops out to Argos to spend a gift card is likely to pay for public transport, parking, a coffee, perhaps even a meal while they’re out. They might even make some secondary purchases on top of their gift card value.

Distributing vouchers also ensures businesses carry on operating like businesses – they still need to employ staff, which drives money back into the pockets of their workers. It also means the business still needs to source stock, pushing revenue to their suppliers as well.

The goal is to spur more activity in brick-and-mortar retail and hospitality, and we think this scheme has an excellent chance of doing exactly that.

It’s the same for business rewards

We see a similar effect when employees are issued cash as a reward. The extra money is absorbed into an employee’s monthly pay, and often ends up paying down credit cards, or paying a bill. There’s no novelty, or sense of the cash being a real “treat”.

As a result, just moving cash around doesn’t produce any tangible emotional benefits for staff, and it still doesn’t produce an immediate benefit for the wider economy.

On the other hand, closed-loop rewards like gift cards prompt someone to spend their reward on something special by limiting where it can be used (hence the term closed-loop).

It’s one of the biggest reasons so many companies come to us instead of just issuing a bonus to staff. Even modest amounts of cash can be turned into special moments by making sure recipients spend them on a gift instead of a gas bill.

The scheme is very exciting, and we’ll be keeping an eye out to see how well it helps the high street. In the meantime, however, there’s something the whole UK can do to produce a similar effect without having to earmark money for vouchers.

Back the #GiftCard500 campaign

Alongside the Gift Card and Voucher Association (GCVA), Appreciate Business Services are supporting the government lifting the limit on the Trivial Benefits Allowance (TBA) from £50 to £500.

The TBA allows businesses to reward their staff with up to £50 a year in gift cards tax-free. An equivalent reward in cash would cost a business up to £40 per employee on top of the £50 gift. By making those rewards tax-free, employers are incentivised to offer non-cash rewards to their staff at Christmas.

By switching from cash to a closed-loop product like a gift card, the money works harder for everyone. Instead of disappearing into savings accounts or settling gas bills, it goes back into our economy through retailers and restaurants.

Given the UK gift card industry is worth more than £6bn a year, there would be huge benefits to business, customers and brick-and-mortar retail alike by raising the threshold. If you’d like to share the campaign, or get behind it yourself, you can find the GVCA’s petition here.

Pick the perfect office Secret Santa gifts with our cheat sheet

We’ve all been there. You draw a name in the Secret Santa, and…blank. You’re looking at a familiar name, but you can’t think of a gift. You can’t even go and ask their work-friends, because everyone will know who you’ve drawn.

Don’t sweat though, we have you covered. Use our Secret Santa cheat sheet for a bit of inspiration.

By the way, if this seems like a lot of gift ideas to take in at once, get in touch with our team! With just one of our Love2shop Gift Cards, or Digital Reward Codes, your staff can pick the perfect gift for themselves.

The kitchen wizard

The person in your office who gets a kick out of delighting the team with treats. Hasn’t turned their oven off since March, and thinks Bake-Off is for “casuals”.

DON’T: Try to take on the champ at their own game by baking something. You’re wading into deep waters, there.

DO: Give them their own cheat sheet apron! The skirt of the apron has common unit conversions for quick reference, so there’s no more trying to Google “2/3 Cup in ML” with doughy fingers.

The health nut

Rarely seen without a protein shake, never seen with refined sugars.

DON’T: Go for supplements, powders, or gym equipment – they probably already have it all. And trust us, you’ll never be able to pick the right blend of powders, pills and oils they like.

DO: Buy shakers and shake balls. If your gym-aficionado is anything like ours, it doesn’t matter how many they’ve already got, they’ve got an eye on one more.

The gourmand

You’re having coffee, they’re using home-ground Arabica beans in an AeroPress. You made steak and chips, they reverse-seared a 28-day dry-aged ribeye joint with fondant potatoes.

DON’T: Think you have to impress or one-up them. Their interests might be niche, but it doesn’t mean they’re a snob.

DO: Buy them a cookbook from the chef of that one restaurant you heard talking about back in February.

The social butterfly

They can’t turn down a chance for a chat, and their social side brings some positivity to the office every day.

DON’T: Go for chocolates. They don’t need the energy, they get their buzz off other people.

DO: Buy them a conversation-starter mug for their drinks. They need a chance for a talk, so give them exactly what they want.

The modest mouse

Comes in on time, works with their earbuds in all day, clocks out on time. You never hear them say much, but they never miss a deadline either.

DON’T Assume that because they’re quiet at work they’re a champion introvert outside the office.

DO: Check out what kind of phone they use and buy them a charger for that brand. It doesn’t matter how many chargers you have, the amount you need is always one more than what you’ve got.

The remote worker

Rarely seen, occasionally heard, but always valued. Could be manning an outpost away from HQ or just working at home full-time.

DON’T: Scour their Facebook for clues on what they’re into. You might accidentally like a photo from 2012.

DO: Hit them up with some streaming services. Netflix, Amazon, Disney Plus, any of the big hitters would be great.

The boss

It doesn’t matter how good they are as a boss, they’re the closest thing to the short straw in a Secret Santa.

DON’T: Try to hit a home run by breaking the price limit. It’s not cool and your boss won’t really be able to enjoy the gift if it’s expensive.

DO: Lean into the discomfort a bit. Get them something like a desk name-plate that says “THE BIG CHEESE”.

The workaholic

The person on your team that lives for the job. Emails at 10pm, in the office (or on Teams) at 7am. Likes to talk shop at Friday drinks.

DON’T: Try to imply they need to slow down a bit. It could come off as a judgement.

DO: Either make sure the time they do take to relax is worth it with a nice bottle of wine, or keep them well-caffeinated with a supply of fancy coffees.


Last orders for gift cards and vouchers, and our opening hours for Christmas 2020

We know things are incredibly hectic at the minute, but we want to assure you that Appreciate Business Services will be here to help you and your business right up until the last minute this Christmas.

If you need to place an order, we’ll be able to dispatch rewards until very late in December. Or, if you need to talk to your account manager or ask our support team a question, we’ll be here right up until Christmas Eve.

Have a look below for the full details on our opening hours and last orders.

Appreciate Business Services Christmas opening hours:

  • December 24th: Open. 09:00-17:00
  • Christmas Day: Closed
  • Boxing Day: Closed
  • December 29th-31st: Open. 09:00-17:00
  • New Year’s Day: Closed
  • January 4th 2021: Open. 09:00-17:00

After January 2nd, our we go back to our usual opening hours, 09:00-17:00 Monday to Friday.

Last orders for Appreciate Business Services rewards

The last order date for your rewards varies depending on which products you want to order, as explained below. If you have any questions about these dates, you’re always welcome to get in touch with our teams. Email any time, call, or use the live chat on this page during working hours.

  • Gift cards: 22nd December
  • Branded gift cards: 15th November
  • Digital reward codes: 23rd December
  • Love2shop Contactless: 23rd December
  • Vouchers: 22nd December
  • Specialised gift card or voucher fulfilment: 17th December

As we said above, if you do have any questions, don’t hesitate to get in touch. Particularly if you want to talk about specialised fulfilment of your rewards, like delivering cards or vouchers to home addresses – the sooner we talk, the sooner we can make sure your business’ Christmas rewards are squared away this year.

The Christmas party is cancelled. How will you celebrate instead?

It’s been a bit of a whirlwind year so it feels crazy that we’re already talking about our usual festive end of year fun, the Christmas Party! At a time when we usually start parting with our Christmas party deposits and getting all excited about company festivities, there’s one thought in everyone’s mind – what is going to be the difference this year?

If there’s one thing we know, it’s that your 2020 company celebrations will likely be a lot different than the norm but hey, I think a lot of us expected it. It looks like plans will be minus the company-wide parties where let’s face it, not a lot of social distancing goes on.

It’s no wonder many companies across the UK have already cancelled their Christmas plans and with that in mind, it doesn’t surprise us that 74% of our customers say they are definitely not planning a party this year at all.

Are we putting our party shoes away this Christmas?

All these factors beg the question – how are employers going to celebrate Christmas with staff this year? Well, we surveyed a number of our clients to find out.

From those giving the Christmas party a miss, it looks like many companies haven’t yet got Christmas gifts at the top of their mind. This is likely due to all the uncertainty with finances and budgets, which has changed attitudes towards Christmas celebrations.

On the contrary, alternative rewards are already on the radar for some companies as 35% are planning an alternative way to celebrate their staff, with that number expected to increase dramatically over the coming months.

So, is it looking like a Zoom Christmas party? Well that was one of the alternative rewards we quizzed our clients about, but closer to the top came gifting cards and vouchers instead, as well as offering cash gifts and a staff rewards scheme.

It looks like some employees might also benefit from an extra days holiday at Christmas too, with this being another popular alternative. Socially distanced parties were on the cards for some, but the Christmas budget has been moved for a 2021 summer party instead.

Overall it doesn’t look like company Christmas celebrations are cancelled, it just looks like we’ll be celebrating in a different kind of way. So, will your company continue to embrace the festivities or have the challenges posed by the pandemic put a dampener on your Christmas spirit?

Case study – Digital rewards make sure healthcare heroes are recognised


A large UK healthcare provider, whose portfolio includes numerous care homes, found themselves unable to safely reward their staff with plastic gift cards following the outbreak of COVID-19 in the UK.


The challenge

For more than three years previously, the client had been enjoying our Love2shop Gift Cards. While we always discuss our digital reward options with clients, in this case, our client was understandably reluctant to change a winning formula – their reward scheme was producing good levels of engagement and positive feedback with using plastic gift cards.

While the client was happy with their status quo, the COVID-19 outbreak forced a change. Not only was there a sharp increase in the demands placed on the workdays of their employees, meriting more recognition and reward, but there was no safe way to distribute physical gift cards to their employees. A solution had to be found, and fast.

“Crucially, we’ve been able to keep engagement high, and keep rewarding our amazing staff, through a difficult time.”

Appreciate’ solution

After a conversation with their account manager,  Jackie Reynolds, about these difficulties, we recommended they switch to our  digital reward codes.

Our codes are an end-to-end digital product, meaning  there’s no physical interaction between our clients and their staff  when  buying or delivering them. Clients order them through our Self-Serve portal, and they’re delivered digitally. The codes themselves come to employees as emails or text messages, and those employees redeem them online. Perfect for sending rewards when physical contact is dangerous.

As it was unthinkable that our client’s incredible staff would go without rewards for their work during this difficult period, these digital rewards were a natural fit. Jackie helped them through an initial transition, and made sure the client got right back to thanking their employees with exciting rewards as soon as possible.

“The codes are so simple to use that our staff have had no trouble making the switch.”

The outcome

Most importantly, our client was able to lift morale among their staff in a trying time. For Appreciate, part of Appreciate Group plc, this is one of the aspects of our work we’re most proud of. Employees doing great things deserve to be recognised and celebrated. It’s a privilege to help deliver that for our clients.

However, the rewards have also been a success in other ways. For instance, our client’s staff have enjoyed their digital rewards so much, they are considering continuing to use digital rewards even when contact is safe in their workplace again.

The digital ordering and delivery process for our reward codes also deliver significant advantages in fulfilment and ordering. Especially when centrally managing a nationwide scheme. Our client would previously order their gift cards, and have them delivered to their central office. From there, the client would separate the rewards and send them to individual facilities, creating a time-consuming administrative task on top of postage fees.

Our simple ordering process, and digitally fulfilled rewards, massively simplified that process, removing the need for physical fulfilment. The combined effect is less time, and less money, being spent to deliver better rewards.

Jackie Reynolds, the Love2Shop Engagement Consultant who managed the project, added: “What’s good to see is how easily their staff have adapted to their new rewards. Many clients have concerns about changing their staff rewards, especially if it involves technology, but our experience is usually that employees adapt quickly to the switch. It’s heartening to see that’s also the case for this challenge, given how important these rewards are to the client.”

Our contact inside the company said: “All our worries about switching from plastic to digital evaporated straight away. The codes are so simple to use that our staff have had no trouble making the switch. Crucially, we’ve also been able to keep engagement high, and keep rewarding our amazing staff through a difficult time.

“Appreciate, and our account manager Jackie, have done a great job helping us quickly make the change, and making sure that our incredible staff get the thanks and rewards they deserve so much during this difficult period.”



*At the request of our client, this case study has been anonymised.