Kent Express

Background:
Kent Express sells a comprehensive range of competitively priced supplies to dental health practitioners. Customers buy direct from Kent Express, either online or over the phone.

The Challenge:
Since 1999, Kent Express had operated a successful loyalty scheme with over 1,000 active members across the UK.

In 2002, Kent Express decided to target their top spending accounts by launching a more ‘exclusive’ element to the programme that would go beyond acknowledging basic loyalty. The company wanted the proposed programme to increase sales through customer incentives. The pay-off would come in the form of a selection of high quality rewards, and the kudos that comes with being part of an exclusive club.

Kent Express understood that it needed a programme that would attract customer attention - and commitment - by offering a wide range of premium quality yet cost-effective rewards.

The Solution:
A thorough investigation of the market revealed that only one company, Argos Business Solutions, could provide Kent Express with a solution that combined desirable rewards, responsive customer service, and comprehensive management.

Argos Business Solution uses its online reward and incentive management system, "the Hive", to support and control all aspects of Kent Express’s loyalty and reward programme.

Kent Express worked closely with Argos Business Solutions to select a bespoke range of Argos merchandise with ‘must have’ desirability.

Argos Business Solutions designs the branded ‘Partner Points’ catalogues, which are then published, printed and distributed by Kent Express. Aside from the Argos reward merchandise, participants can also choose from ‘Points For Stock’ vouchers that allow a reduction on Kent Express products, and either Argos or Going Places gift vouchers.

Argos Business Solutions provides a call centre team that handles all telephone orders and a help desk to deal with queries. By accessing an online portal, Kent Express’s own customer service team can also respond to queries regarding a participant’s Partner Point account.

Participants order their choice of rewards online - via the Partner Points Hive site - or via telephone ordering.

Customer Quote:

"Argos Business Solutions came up with a programme that has enough 'wow' factor to attract the attention of even the most jaded loyalty scheme veteran. Our reward programme has achieved everything we wanted. It has increased customer retention on our top-tier accounts and differentiated us from our competitors as a company that is in tune with the aspirations of its customers," said Paul Byfleet, marketing analyst at Kent Express.