Kuehne + Nagel: Route2Rewards
Kuehne + Nagel is a world player when it comes to integrated supply chain management, and in the UK the business offers a complete range of logistics and transport services. So for a company on the move, just how do employee benefits fit in?
Employees: c.10,000
Workforce profile: Logistics company with significant offline population
Highlights: Achieved 2 year engagement target after just 18 months
Kuehne + Nagel were no strangers to employee discounts. They had offered the benefit before but interest and hence uptake was low. Asperity were keen to prove that with the right offers combined with the right communication tools, employee discounts could be a relevant and valuable employee benefit for Kuehne + Nagel. They also persuaded the company that by including Childcare Vouchers too, the integrated proposition would be even more powerful. So convinced were Asperity that they could make the scheme work, they agreed to engagement targets being set in the contract.
The main challenge with a logistics company is reaching the employees - with many of them on the road or based at warehouses the strategy would always have to centre on printed materials. Newsletters were the first thing to be produced and were sent to home addresses ensuring that not only did the employee receive the communication but that family members also had a chance to see the benefit available. The newsletters were to become a regular communication tool throughout the year. Packed with articles and features, they showed just how easy it was to access the savings with information about the 7 day per week helpdesk, as well as news about the savings and discounts available. Childcare vouchers were also featured with a regular section dedicated to highlighting this benefit, how it works and the savings that could be made.
Asperity also took on the design and production of a benefit book. Produced and updated annually, the book was to be used as part of the induction process for new starters. This high quality contemporary styled book supported the Kuehne + Nagel brand identity and created a real positive first impression of employee benefits for new starters.
To complement the printed communication tools, Asperity also ran some perfectly timed competitions in the run up to Christmas - a period when employees can really cash in on the savings available. The ‘Refer a Friend’ competition gave both the referrer and the friend the chance to be entered into a Prize Draw for a Christmas themed prize. As a tool for creating excitement, boosting awareness and raising registrations the competition really worked, with over 60% of registrations during the period directly resulting from the Refer a Friend competition.
What about those engagement targets? Well, the end of Year 1 target was exceeded and the end of Year 2 target was reached after only 18 months proving that the right voluntary benefits package is a relevant and valuable benefit for employees on the move!
