With the objective of broad basing its customer networkthis year; Hutch introduced a unique reward scheme, which gave their loyal retailers the opportunity to win extra prizes this year.
‘Instead of having a smaller number of high valued prizes, we lowered the net worth of each prize and increased the number of prizes to be won, giving retailers the choice of targeting what they really wanted to win’ says ---
The ‘Swarna Abhisheka’rewards scheme has been a great success in terms of retailer participation, making prize winners out of over 10% of the participants.
The objective of this marketing exercise was to further develop retailer relationships and expand customer penetration. This objective was clearly met across the country, and the winners of the ‘Swarna Abhisheka’ programme were facilitated yesterday at a grand ceremony held at the Taj Colombo. Hutch Retailer Pradeep Kumar from Bower Communications, Kelaniya was the highest rewards earner winning prizes to the value of over Rs. 250,000/-.NalinDarshana from Paba Communications also in Kelaniya came second and in third place was NilminiDilrukshi from Gampola. The lucky winners were awarded at a grand ceremony held at the Taj Samudra earlier this week.
By introducing the ‘Swarna Abhisheka’ programme in February this year, Hutch has once again come up with a unique approach of rewarding its clients. Applicable to retailers island-wide, this innovative programme provides a variety of choices of converting commissions earned into rewards.
Regular telecommunication companies usually offer a single prize to the winner of a lucky draw. Rewarding clients this way is left completely up to chance with clients having no say in the matter. However, the ‘Swarna Abhisheka’ programme differentiates itself by empowering participants to decide which reward to aim for. Theschemeoffers Hutch Pre-paid card retailersthe option of converting their commissions into redeemable token points.
Gifts range from household appliances and electronic office equipment to gold jewellery and motorbikes. Each prize can be redeemed if its corresponding worth in points wascollected over the allotted four months. It thereby allows dealers to aim for what they want and then work towards achieving that goal.
‘More than 4000 dealers participated in this programme which has resulted in 450 of them becoming eligible for the final prize giveaway. The purpose was to promote brand loyalty and to give away more prizes!’ Chief Operating Officer Anand Prakash said.
At the end of this programme, five motorbikes and Rs.1.7 million worth of gold has been claimed through token points.
Positive feedback received from vendors amount to ‘Swarna Abhisheka’ being a popular initiative. Receiving prizes however is entirely optional, with dealers having the option of receiving their regular commissions in cash if they so choose.
Hutchison Telecommunications Lanka (Private) Limited (“Hutchison Telecom Lanka”) provides mobile telephony service under the "Hutch" brand. Its service covers all major population centres and most parts of the country. The Company is constantly expanding its network to reach the entire country. Hutchison Telecom Lanka provides affordable and accessible mobile telephony plus useful value added services. For more information about Hutchison Telecom Lanka, see www.hutch.lk.
About Hutchison Telecommunications Lanka (Private) Limited
A subsidiary of Hutchison Whampoa Group (“HWL”), Hutchison Telecom Lanka is a member of Hutchison Asia Telecom International which comprises mobile telecommunications operations in the emerging markets of Indonesia, Vietnam, Sri Lanka and Thailand. Hutchison Asia Telecom is a key part of HWL’s telecommunications division which includes the 3 Group comprising 3G operations in Australia, Austria, Denmark, Hong Kong, Ireland, Italy, Macau, Sweden and the UK. For more information about HWL, see www.hutchison-whampoa.com.