Incentive Intelligence has a terrific article - Do Awards Earners "Shop" For Awards? Should They?
If you follow my blog, you know I do a lot of research on messaging, persuasive copywriting, and word choice. I've seen how changing even one word can make a big difference in results.
Incentive Intelligences' Paul Hebert has this to say:
It’s Not Shopping – It’s Selecting and Awarding
You don’t want participants to shop. You want them to reward themselves. You want them to freely release points for rewards.
It’s time to stop using the cash analog of shopping when it comes to redeeming for awards.
Change the Process, The Vocabulary, The Experience
My recommendation is that we need to go back to square one and redefine the redemption process and do our best to eliminate any connection to shopping.
The first thing I’d do is change the vocabulary…
- Instead of a shopping cart why not a “Reward Pile?”
- Instead of shopping for awards participants are “Rewarding Themselves?”
- Instead of checking out you get people to “Get Your Rewards Now?"
Wow - the power of words. Look how changing the words changed the whole customer/employee experience?
Read the rest of the story at Incentive Intelligence.