Departments - September/October 2015

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Loyal Recognition
HON Company Recognized for Channel Sales Program

By Deborah L. Vence

Workplace furniture designer and manufacturer The HON Company received a special award this summer for its channel sales incentive program, HON HONORS.

At the 2015 Loyalty360 Awards, the Muscatine, Iowa-based company received recognition in two categories—two Silver Awards for Best Customer Insight and Best Creative Communication Campaign.

"The HON Company is honored to have been recognized two years in a row by Loyalty360. Being one of the few B2B loyalty programs to be recognized in what has historically been more centered around B2C programs is very exciting," said Stacy DeLong, director of loyalty and dealer programs for The HON Company, which specializes in designing and manufacturing workplace furniture, including chairs, storage, panel systems, tables and desks.

"HON has worked very closely with our longtime partner, Maritz Motivations, to ensure that we are continuing to push the envelope and to create an industry-leading loyalty program that the dealer sales representatives who participate can be proud of," she said. "We look forward to the future and are excited to continue delivering relevant, forward-thinking loyalty solutions for our customers."

Besides The HON Company, other winners in the category of Best Creative Campaign were: Platinum: Raley's Family of Fine Stores; Gold: Best Western Hotels; and Bronze: Sam's Club MasterCard 5-3-1 Cash Back.

And for Best Use of Customer Insight or Voice of the Customer, the other winners were: Platinum: Best Western Hotels; Gold: The Coca-Cola Company's My Coke Rewards for Schools; and Bronze: Global Hotel Alliance's DISCOVERY.

The winners of the 2015 Loyalty360 Awards were presented at Loyalty360's 8th annual Loyalty Expo at the Loews Royal Pacific Resort at Universal Orlando, with many of the top CPG, retail, travel, hospitality, restaurant and financial services companies having entered to win the prestigious industry award. The winners were selected from among five categories of excellence and for two overall North American and International "360-Degree Loyalty Awards," according to information from the Loyalty360 website.

"The HON Honors program was reconstituted from the ground up just over five years ago around one simple premise—personalization drives engagement, and engagement, paired with an effective value proposition, drives loyalty," said Charles Purvis, solution director, direct sales and channel loyalty, Maritz Motivation Solutions, a company that specializes in designing employee recognition, channel loyalty, global rewards and sales force incentive programs.

"By taking a hard look at the data, and by actually asking channel partners what program attributes are most important to them, we were able to collaboratively design a program that delivers a more personalized experience for the participants," Purvis said. "A key aspect of this personalization is the communications strategy, which is tuned not just to the individual details of a participant, but also to where they are in their lifecycle of engagement with the Honors program, and with the HON brand."

Maritz Motivation Solutions has been partnering with The HON Company, an operating company of HNI Corp., for more than 30 years to develop innovative approaches. Applying loyalty principles to a channel sales program has proven successful and differentiates its program from traditional programs.

In a June press release DeLong had stated that "Since the program's inception, we have stayed pretty true to our core foundational principles. I am a firm believer that our program has had such great success, because it has been tried and true—and our participants very much appreciate consistency. This is what keeps them loyal to HON and to the HON HONORS program."

St. Louis-based Maritz Motivation Solutions is part of the Maritz family of companies, and offers consumer loyalty, employee recognition, sales incentive and channel loyalty programs to U.S. and global companies. Maritz Motivation Solutions also provides best-in-class program design, and rewards and fulfillment services, including merchandise and experiences that excite, motivate and recognize people around the world.

Loyalty360 is a professional association for loyalty marketers. Loyalty360 members have access to exclusive, market-driven and unbiased coverage of all facets of customer loyalty, including CRM, Customer Experience, Loyalty Programs, Brand Loyalty and Customer Engagement. The company's members-only, peer-to-peer community enables members to connect with each other, network, share advice, news and insights.