Asperity launches RewardFocus : Personalised Benefits Communication
Asperity Employee Benefits has launched a major new artificial intelligence engine into it’s Reward Gateway employee discounts product. The system, called RewardFocus communicates the discounts and benefits most likely to be useful to individual employees to their attention based on their previous shopping and benefits use and their optional completion of an extended profile.
The system has been in development for nearly two years and has been described as one of the largest development projects in Reward in recent years. PhD’s from Goldsmith College’s department for Media and Communications who specialise in artificial intelligence have consulted on the development which will bring key benefits to the attention of employees through an individually tailored scheme website, individually tailored email marketing, text messaging and podcasts.
Glenn Elliott , Asperity’s MD said “The key aspect to creating employer value is creating regular high value, usage from employees. Employers need employees to be using their scheme at least monthly, each time creating a positive connection with the employer and their benefits brand. RewardFocus ensures that all employees have access to all of the voluntary benefits on offer, but that the ones most likely to be of interest to them are highlighted and the ones least likely to be of benefit are not, but are still available through navigation or search of the scheme. This means that the whole employee communications programme can be tailored to the level of the individual, rather than trying to group employees into a few inaccurate demographics.”
Where employees complete an extended profile, which Asperity incentivises with a £5 bonus to the employee we tailor the scheme and all communications to their living situation, preferences, hobbies and interests. Even when employees have not completed a profile RewardFocus will tailor based on previous discount usage and shopping patterns. So if an employee is making use of offers for childrens clothing and toys the system knows that is important to them. Similarly, if an employee has just bought broadband or a mobile phone, the system knows that they aren’t likely to want that again in the next 12 months – but it will remind them when their contract is due to expire and present offers and benefits for lower contract renewal costs when switching to other suppliers.
Asperity is the only UK voluntary provider who can combine employee preferences with real shopping and discounts usage data as their Reward Gateway Management Information system tracks employee usage to the transaction level – right to the point of purchase. Other schemes stop at the point the discount is viewed but cannot see if it was actually used and how much was spent by the employee
Asperity’s Reward Focus software will be launched on June 1st and will roll out across Asperity’s Reward Gateway schemes in the following weeks.
