Results: Top B2B Rewards for the Year

Three incentive types nab most-desired spots for businesses, partners

ATLANTA, Feb. 5, 2025 /PRNewswire/ -- Incentive programs are rising in demand for businesses and there are three most-requested rewards for last year, according to findings from Extu.

Extu manages $60 million in marketing programs. Of those programs, the three most likely to reach the benchmark of 60% average redemption rate of distributed rewards within two years are:

• Debit/gift card rewards
• Merchandise or points-based rewards
• Group travel

"Loyalty points programs are great for large or diverse participant bases, because they're the easiest way to offer a wide variety of desirable rewards," said Steve Prebble, CEO of Extu. "Distributors can choose the reward that motivates them most – which drives the best business results."

Some of the most unique rewards redeemed through Extu's incentive programs include new vehicles, an elaborate engagement trip to see the Northern Lights, and even plastic surgery procedures.

"Meanwhile, travel incentives are best reserved as rewards for your top performers," said Gunn. "Group travel experiences create lasting bonds and memories that strengthen distributor relationships, making it far less likely for your competition to steal their business."

Benchmarks for successful rewards programs include:

• In the introduction phase, or the first 12 months, 39% of participants should be redeeming rewards.
• By the maturity phase, or year 3, 67% of active participants are redeeming for rewards.

Additional benchmarks and insights are in Extu's recent report High ROI Loyalty Programs for Distributors.

About Extu
Extu specializes in providing innovative channel incentive and marketing technology solutions to mid-market companies in various industries, including automotive, energy, building and construction, and IT. With a focus on delivering measurable results, Extu's solutions empower businesses to drive growth and enhance channel performance.

SOURCE Extu