The Science Behind Incentive Cards for Employee Recognition
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Transcript of The Science Behind Incentive Cards for Employee Recognition
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The science behind using
Incentive Prepaid Cardsfor Employee Recognition
Accelerating Performance:
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Objectives
• To present research on how prepaid cards have become the award of choice for corporations for employee reward and recognition programs.
• To understand why prepaid card rewards are more preferred and more effective than equivalent cash rewards.
• To correlate prepaid card use and popularity with motivational psychology.
• To share data on where open-loop prepaid card recipients spend their reward dollars.
• To present prepaid card award best practices to maximize effectiveness.
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• Any non-cash reward given to an employee for recognition of achievement.
• It does not include payroll, commissions, bonuses or any other type of cash compensation.
• Does include travel, merchandise, recognition symbols (pins, plaques) and gift cards.
Defining Employee Reward and Recognition Programs
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Source: 2012 Research by First Data
Employee Non-Cash Awards by Percentage of Spend
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Why Prepaid Cards?
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Rated Most Effective
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Recipients' Favorite Non-Cash Award
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• Most businesses (73%) use a single type of card, but some use multiple types. Of those who use multiple types, the most common combination is open loop and closed loop.
• When firms are using multiple cards, they generally are splitting their budgets 50/50 between open and closed-loop cards.
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Types of Prepaid Cards Used*
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Recipients Prefer Open Loop Cards
Recipient preference given a choice betweena $50 open loop card and $50 in cash
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Even though open loop cards are near-cash equivalents, recipients prefer the open loop card over cash nearly 5 to 1.
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Better Than Cash!
Why: could be explained in the behavior and psychology of recipients
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Possible reasons…
• Recipients classify cards as discretionary or “fun” spending vs. cash they receive as rewards.
• Recipients more likely to add the value of award to monthly budget vs. incorporating value, as with cash.
• Recipients make more memorable purchases with prepaid cards than cash (Schweyer, 2012).
• Recipients associate the award with the corporate sponsor.
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Why Better Than Cash?
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Are Prepaid Cards Memorable to the Recipient?
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Motivational Award Theory
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*Based on historical aggregate spend data of over 1 million open loop cards given as corporate employee awards
60% of open loop card spend is for non-essential items
Maslow's Pyramid Core Values Employee NeedsPercentage of
Spend Merchant Category
Self Realization (achieving full potential)
Self-Fulfillment Needs 38%hobbies, books,
specialty clothes, shoes, electronics
Personal Esteem (prestige and feeling of accomplishment)
Social Acceptance (relationship and friends) Psychological Needs 22%
restaurants, real estate, drug stores,
pharmacies Safety Needs (security and safety)
Psychological Needs (food, water, warmth)
Basic Needs 40% grocery, gas, fast food
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Spend Pattern Data*
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• Personalize the card with recipient’s name
• Print personal note on the card and on the carrier (if applicable)
• Customize the card with corporation’s branding and/or program’s branding
• Combine award issuance with recognition event
• Consider “gifting” packaging15
Best Practices for Open Loop Prepaid Card Awards
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• Prepaid cards are the favorite award choice for employee recognition, as measured both by program planners and recipients.
• Open loop prepaid cards are the most popular type of prepaid card.
• Recipients prefer open loop prepaid cards 5 to 1 over cash even though its a cash equivalent.
• Reasons include:
– Guilt free, memorable spending as compared to cash
– Association with giver/company/sponsor
– Fulfills all levels of Maslow’s hierarchy of needs
• Data confirms that 60% of open loop card spend is for non-essential items
• Open loop prepaid cards provide cash equivalency with non-cash award advantages
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Conclusions
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• 2010 & 2011 Consumer Insights into the U.S. Gift Card Market, First Data; GiftCardRescue.com poll of 6,000 users – January to October, 2010; Incentive Mag 2011 Gift Card IQ Study
• Huff, C. 2006. So Plastic Gift Cards Are Most Popular Incentive. Retrieved from http://www.workforce.com/articles/so-plastic-gift-cards-are-most-popular-incentive
• Incentive Gift Card Council and Incentive Research Foundation. 2012. Research Shows Recipients Prefer the Control and Personalization Gift Cards Provide vs. Cash. Retrieved from http://c.ymcdn.com/sites/www.usegiftcards.org/resource/resmgr/Docs/ResearchShowsRecipientsPrefe.pdf
• Lipman, V. 2013. 3 Substantive Ways Companies Can Invest In Employee Engagement. Retrieved from http://www.forbes.com/sites/victorlipman/2013/11/07/3-substantive-ways-companies-can-invest-in-employee-engagement/
• 2005 Premium and Incentives Report, Promo Magazine
• Schweyer, A. 2012. An In-Depth Look at Prepaid Cards in Incentive, Rewards & Recognition Programs. Retrieved from http://theirf.org/Prepaid-Gift-Cards-in-Incentive-Reward-and-Recognition.6087263.html#8.
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References