AKBANK – AXESS INTERACTIVE

Brand: Akbank (One of three biggest retail banks in Turkey)
Product: SMS + POS technologies
Company: Pharos Consulting
Partners: Valensas   

Goals:

• Establishing an incentive program for market’s least rewarded work force: Cashiers
• Creating an activation program over customer touch-points for merchant groups
• Bringing a new dimension between the merchant cashiers and Axess POS machines

Solutions:

• Axess Interactive is launched as a breakthrough reward program for an extremely challenging B2B customer segment
• Axess Interactive is built upon a plastic-card loyalty program, whereas card activations are asked to be done through SMS
• Once again SMS technology and Axess POS infrastructure are integrated in order to reward accumulated transactions of a single cashier on Axess POS machines
• Over the application, cashiers are expected to activate their cards by sending their unique card numbers through a text message and to swipe on an ordinary day their cards at the start of their shifts. The system collects cashiers’ daily total revenue over their affiliated merchant’s Axess POS machine  
• SMS activation is automatically rewarding B2B participant with free counter units and call durations together with each pre-set revenue amount bringing one participation to the rich sweepstake from flat screen TVs to cellular phones

Results:

• A long-lasting rewarding infrastructure becomes available for the related segment
• Targeting loyalty among merchant network is reached
• Cashier performances are taken under track as well as cashier-merchant cross loyalty is also measured
• A successful response rate has seen and continuity of similar applications over the same platform is ensured
• Strong word-of-mouth is seen