November 2018
Generali Life Poland partners with Philips to reward clients
Generali Life Poland wanted to give clients something more as a reward for being with them for a number of years. And so the seed of an idea to partner with global electronics firm Philips was sown.
“We didn’t want to just give something away for free to the employer, such as a product rider or premium reduction. We wanted something that would be valuable for both the employer and employee,” said Katarzyna Rynkiewicz, Deputy of Sales - Deputy Director, Generali Life Poland.
Following an introduction to Philips, already an international client of the Generali Group, a campaign was designed and built. The idea was to offer Philips products at a 40% discount on selected items, via a specially designed platform, to the employees of Generali Life’s clients.
Prior to the campaign period, which first took place before Christmas 2016, a code for the vouchers was sent via SMS and email to group clients at renewal and included on all new policies.
The product offers were also tailored according to employee demographics to ensure that individuals would find them useful.
“We looked at the average age of groups and life stages and then tailored offers to need. For example, kids toothbrushes for working mums,” explains Katarzyna.
“We also rewarded intermediaries with the voucher codes too. We were aware that Philips offers discounts regularly so, in order to ensure value, we had to guarantee that the voucher codes via this offer entitled clients to the cheapest offer on the market.
“It was a hugely successful campaign. Both clients and intermediaries asked for it again after the first year, so we repeated it in 2017. We also extended it into the non-life business.
“We wanted to get the message across that at Generali’s core is the goal to build long-term partnerships. Acquisition is important but that’s just the start of the journey.”