Gold Medal Travel
Background:
Gold Medal Travel is a leading supplier to the Travel Agency trade sector in the UK. The company successfully operated the leading Agency Incentive scheme called Farebanknotes. Points were earned for sales of hotels and flights and redeemed for Argos Vouchers or for discounted travel through Gold Medal Travel. The company distributed the Farebanknotes to members with invoices. Farebanknotes were sent to Argos for conversion to Argos Vouchers.
What is the scheme trying to achieve / issues / challenges:
In 2003, the considered decision was taken that the scheme should be moved from a paper based system to an online system to ease the administration. The Farebankcard was introduced to replace the paper vouchers. Gold Medal Travel wanted to maintain its position as THE leading incentive to independent travel agents.
How the Hive has helped:
· Reduction of fraud as the on-line reward system would track bookings and redemptions
· Reduction of points issued to cancelled bookings therefore increasing cost effectiveness of the scheme, as well as a reduction in internal workload
· Modernisation of scheme and online capability
· Full reporting of member activity and management information
Results:
· Over 7,000 members successfully registered onto the new Farebankcard scheme
· High quality ongoing scheme management from ABS personnel
· Proven management of points awards and reclaim of points awarded to bookings subsequently cancelled
· Seamless redemption from the website to the Farebankcard, reducing postage costs and offering increased speed and security for members
· Ability to communicate directly with members
Customer Quote:
“Gold Medal Travel has found the HIVE online rewards system to be a valuable loyalty tool which has been well received by our travel agent partners. The scheme’s main advantages include improved security which prevents award points being lost or stolen (a common problem with our previous paper voucher scheme), and reduced administration costs. We have also been able to use the system’s reporting features to allow us to accurately monitor our customer’s buying patterns, providing valuable information for direct marketing.”
