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In late 2012, Raleigh UK decided to set up an incentive scheme to reward independent cycle and accessory outlets who hit sales targets over the Christmas period. Given the option of receiving an iPad 2 or an LCD television, customers overwhelmingly chose to go after the iPad – even though the sales target was much higher.
“We supplied a significant number of our trade customers with a target turnover for 2012, and if they hit that target they’d receive a 19” LCD television or an iPad 2,” explained Barrie Timson, Raleigh UK’s Business Systems Manager. “We have an incentive scheme every year, but the iPad proved particularly popular due to the strength of the brand and the ‘kudos’ associated with it as a product.”
Barrie was particularly pleased with the interest in iPad as the device works well in a retail environment, allowing staff in the cycle shops that received an iPad to use it to interact with customers, increasing engagement and driving further potential sales.
Choosing a device for the Raleigh brand
“We’d been using iPad on our stand at the NEC Cycle show, where we launched the scheme,” Barrie said. So [rolling that out to shops] was a fairly seamless process. We also wanted a product that wouldn’t give us problems in terms of quality – getting returns and such – and the reliable nature of the iPad was a factor in the decision making process.”
Over 60 outlets hit the target required to receive an iPad, and after securing the devices from Jigsaw24, Raleigh chose to dispatch them using their own fleet, to make it clear the iPad was a reward from Raleigh.
Raleigh are no strangers to the Apple ecosystem, as their sales force are supplied with iPhones and their design team are dedicated Mac Pro users. “We’ve always used Jigsaw24 for our Apple hardware and software,” said Barrie. “They’re local to us and have always been very accommodating of our requests. We’ve always had a good relationship and I’d recommend the Jigsaw24 team to anyone thinking of doing a similar thing.”
And would he recommend using iPad as an incentive? “Of course it depends on the kind of business you’re doing, but as a product incentive the iPad worked for us. We gave away over 60 devices and we still made enough margin for the scheme to be a success.”
The Jamf Nation User Conference is the largest annual gathering of Apple admins in the world, so hell would have to freeze over for us to miss it.
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