The approach
Nexus Extras was relaunched in September 2014 with a special incentive to celebrate – an increased 6% discount at the most popular retailer on their platform. It was widely advertised throughout the workforce with posters and emails sent to all staff. They also refreshed the logo, making it sharper, cleaner and more modern. To ensure they targeted absolutely everyone, a flyer was sent to employee’s homes. Doing this encourages the engagement of an employee’s family if they don’t see the merits of the platform for themselves.
A simple thank you goes a long way in letting someone know you value their work and so eCards were launched as a brand new feature. Nexus were attracted to using eCards because you can send them instantly to anyone in the business to thank them for something they have done. They created four eCards that they knew would resonate with all of their employees – Well Done, Star Player, Congratulations and Good Idea.
To advertise that this was a new platform with new benefits, they put emphasis on the promotion of Instant Vouchers now being available. Being able to use these on a mobile device resonated with Nexus’ offline workforce. It was decided the best way to get maximum coverage for the relaunch was to stagger the strategy. In the first week, Nexus promoted eCards and the increased retailer offer, week two was the opening of their Cycle to Work scheme, and week three focused on how mobile the platform is, as well as the friends and family aspect.
