Ganjaran dan Insentif untuk Syarikat Digital Usia Baru

 Landskap digital sentiasa berkembang, dan syarikat digital zaman baru berada di barisan hadapan. Syarikat-syarikat ini, yang sering dilahirkan di era Internet dan teknologi mudah alih, dicirikan oleh model perniagaan inovatif mereka, pendekatan berdasarkan data, dan trajektori pertumbuhan pesat.  

Mereka beroperasi dalam persekitaran yang sangat kompetitif di mana pemerolehan pelanggan mahal, pengekalan adalah sekejap, dan penglibatan adalah penting untuk berjaya. 

Menonjol dalam pasaran digital yang sesak ini memerlukan pendekatan strategik dan inovatif untuk menarik pelanggan baharu, memastikan yang sedia ada terlibat, dan memupuk kesetiaan jenama. Dalam konteks ini, ganjaran dan insentif muncul sebagai alat yang berkuasa untuk membantu syarikat digital era baru mencapai matlamat mereka.  

Syarikat-syarikat ini secara strategik boleh menawarkan ganjaran dan insentif untuk memotivasi dan menggalakkan tingkah laku pelanggan yang diingini, mendorong penglibatan, dan mencapai kelebihan daya saing yang mampan. 

Catatan blog ini akan meneroka cabaran yang dihadapi oleh syarikat digital zaman baru dan bagaimana ganjaran dan insentif dapat digunakan dengan berkesan untuk menangani cabaran ini. Ia juga akan meneroka contoh dunia nyata pelaksanaan ganjaran dan insentif yang berjaya, melihat strategi dunia nyata untuk pemerolehan, pengekalan dan penglibatan pelanggan, dan meneroka pandangan mengenai masa depan ganjaran dan insentif dalam era digital. 

What are digital rewards and incentives? 

Digital rewards are exactly what the name suggests—perks or incentives delivered digitally instead of in a physical form. The most widely used digital rewards are digital gift cards, which recipients can redeem online and use either at physical stores, restaurants, or on the brand’s website.

Virtual prepaid cards, such as Visa or MastercardⓇ, provide even greater flexibility since they can be used across various retailers, not just one. 

Other forms of digital incentives include charitable donations, virtual event tickets, discount coupons, downloadable media, promo codes, gated content access, virtual achievement badges, and digital items like eBooks or premium articles. 

What unites all these rewards is their ease of delivery—there’s no need for shipping or handling. They can be sent directly via email, SMS, or through a personalized link on your website or company portal.

Among all options, digital gift cards remain a top favorite for their flexibility and broad appeal, letting recipients choose their own reward from popular brands like Amazon, eBay, Walmart, Target, Wayfair, and more. 

Cabaran yang dihadapi oleh syarikat digital zaman baru 

Berikut adalah cabaran yang dihadapi oleh syarikat digital zaman baru: 

1. Kos pemerolehan pelanggan (CAC) yang tinggi 

Syarikat digital zaman baru sentiasa memerangi kenaikan kos memperoleh pengguna baru. Setelah dianggap boleh dipercayai, saluran pemasaran dan pengiklanan tradisional menjadi semakin tepu dan mahal.  

Ini diburukkan lagi dengan: 

• Pembidaan buta: Platform seperti media sosial menggunakan sistem lelongan, yang membawa kepada persaingan sengit untuk perhatian pengguna, dengan pembida tertinggi sering memenangi ruang iklan. 
• Buta sepanduk: Pengguna semakin terbiasa mengabaikan iklan dalam talian, menjadikan banyak iklan sepanduk tradisional tidak berkesan. 
• Klik penipuan: Kehadiran klik penipuan dan aktiviti bot boleh meningkatkan kos pengiklanan tanpa memberikan petunjuk tulen. 

Faktor-faktor ini menyumbang kepada Kos Pemerolehan Pelanggan (CAC) yang tinggi, menjadikannya penting bagi syarikat digital usia baru untuk mencari cara inovatif dan kos efektif untuk menjangkau pelanggan baru. 

2. Pengekalan pengguna yang rendah 

Walaupun selepas memperoleh pengguna baru, pertempuran jauh dari berakhir. Syarikat digital zaman baru bergelut dengan cabaran pengekalan pengguna yang rendah. Beberapa faktor boleh menyumbang kepada churn pengguna, termasuk: 

• Kekurangan pembezaan: Dalam pasaran digital yang sesak, menonjol memerlukan cadangan nilai yang jelas dan pembezaan daripada pesaing. Pengguna yang melihat syarikat lain untuk menawarkan produk atau perkhidmatan yang lebih baik lebih cenderung untuk beralih. 
• Persaingan: Kemasukan berterusan pemain baru yang bersaing untuk perhatian pengguna menguatkan cabaran pengekalan. Pengguna mempunyai banyak pilihan, dan syarikat mesti terus berusaha untuk memberikan nilai yang luar biasa untuk mengekalkan pangkalan pengguna mereka. 
• Nilai yang dirasakan rendah: Jika pengguna tidak menganggap produk atau perkhidmatan syarikat sebagai cukup berharga untuk membenarkan penggunaan berterusan, mereka lebih cenderung untuk churn. Ini mungkin disebabkan oleh kekurangan ciri, pengalaman pengguna yang lemah, atau jangkaan yang tidak dipenuhi. 

Menangani faktor-faktor ini dan menarik pengguna untuk mencipta nilai dan lampiran adalah penting bagi syarikat digital zaman baru untuk meningkatkan pengekalan pengguna dan memaksimumkan nilai seumur hidup pelanggan (LTV). 

3. Penglibatan pengguna yang rendah 

Selain hanya memperoleh dan mengekalkan pengguna, memupuk tahap penglibatan pengguna yang tinggi adalah penting untuk syarikat digital zaman baru. Walau bagaimanapun, ini memberikan cabarannya sendiri: 

• Rentang perhatian pendek: Dalam dunia digital hari ini, pengguna mempunyai rentang perhatian yang lebih pendek dan mudah terganggu oleh aplikasi, platform dan kandungan yang bersaing. 
• Kekurangan tujuan: Jika pengguna tidak melihat tujuan yang jelas dalam menggunakan platform atau memahami bagaimana ia menambah nilai kepada kehidupan mereka, mereka kurang cenderung untuk terlibat secara konsisten. 
• Kerumitan dan geseran: Antara muka pengguna yang kompleks atau fungsi yang rumit boleh menghalang pengguna daripada terlibat secara teratur. 

4. Motivasi pekerja 

The fast-paced, high-growth environment characteristic of new-age digital companies also presents challenges related to employee motivation.  Here are some key aspects to consider: 

• Keletihan dan tekanan: Sifat menuntut kerja boleh menyebabkan keletihan dan tekanan pekerja, memberi kesan negatif kepada produktiviti dan kesejahteraan keseluruhan. 
• Jurang kemahiran: Apabila syarikat berkembang pesat dan menerima pakai teknologi baru, risiko jurang kemahiran muncul, memerlukan latihan dan pembangunan pekerja yang berterusan untuk mengekalkan motivasi dan penglibatan. 
• Perolehan pekerja yang tinggi: Dalam pasaran bakat yang kompetitif, perolehan pekerja yang tinggi boleh mengganggu dan membawa kepada kehilangan pengetahuan institusi yang berharga. 

Bagaimana ganjaran & insentif dapat menangani cabaran syarikat digital zaman baru 

Dalam dunia perniagaan digital zaman baru, di mana persaingan sengit dan perhatian pengguna sekejap, menarik pelanggan baru, mengekalkan yang sedia ada, dan memupuk penglibatan adalah yang paling utama.  

But achieving these goals can be an uphill battle. This is where rewards and incentives come in, crucial in addressing the key challenges these companies face. 

1. Pemerolehan pelanggan 

• Account-Based Marketing (ABM): It is a game-changer for customer acquisition. Unlike traditional methods that scatter a wide net, ABM focuses on a targeted list of high-value companies.  

This focus allows for deep research and personalized messaging directly addressing each account's unique needs and challenges. By crafting content and rewards that resonates and building relationships with key decision-makers, ABM dramatically increases the chance of converting these ideal customers. 

• Referral programs: Referral programs incentivize existing users to spread the word about your product or service by offering them rewards like discounts, points, or exclusive benefits for successful referrals. This leverages the power of word-of-mouth marketing and can significantly reduce customer acquisition costs (CAC). Over 9 in 10 consumers trust referrals from friends and family over anything else  

• Welcome bonuses and trial periods: First impressions matter and offering welcome bonuses or free trials can be a great way to entice new users. These incentives act as a low-risk entry point for potential customers, allowing them to experience your offering firsthand before committing financially. 
• Gamification: Implementing gamification elements like points, badges, and leaderboards can increase user engagement and serve as a subtle acquisition tool. These elements add a layer of fun and competition, encouraging users to take desired actions, ultimately leading to higher conversion rates. Gamification companies can see up to 7X higher conversion rates.  

2. Pengekalan pelanggan 

• Loyalty programs: Loyalty programs reward repeat customers for their continued patronage, creating a sense of value and appreciation. These programs can offer various benefits like points redeemable for rewards, exclusive discounts, or priority access to new features. According to 69% of consumers, loyalty programs influence their purchasing decisions. 
• Faedah berperingkat: Ambil program kesetiaan ke peringkat seterusnya dengan memperkenalkan peringkat dengan meningkatkan faedah. Apabila pengguna melibatkan diri lebih banyak dan memanjat peringkat, mereka membuka kunci ganjaran yang dipertingkatkan dan faedah eksklusif, seterusnya memberi insentif kepada mereka untuk kekal aktif dan setia. 
• Ganjaran peribadi: Tidak semua pelanggan dicipta sama. Ganjaran jahitan kepada pilihan pengguna individu boleh meningkatkan kesan program anda dengan ketara. Dengan memanfaatkan pandangan berdasarkan data mengenai tingkah laku dan keutamaan pengguna, anda boleh menawarkan ganjaran diperibadikan yang bergema dengan setiap pengguna, menjadikan mereka berasa dihargai dan dihargai. 

3. Penglibatan pengguna 

• Points and rewards for actions: Encourage users to actively engage with your platform by rewarding them for specific actions. This could include completing tasks, purchasing, sharing content, or participating in discussions. By associating rewards with desired behaviors, you can nudge users towards more active engagement, ultimately increasing user lifetime value (LTV). 
• Contests and giveaways: Inject some excitement and spark user participation through contests and giveaways. Offer attractive prizes like free products, exclusive experiences, or early access to new features. These events create a sense of buzz and encourage users to compete and interact, boosting overall engagement with your platform. 
• Akses awal dan tawaran eksklusif: Membuat pengguna berasa istimewa dan dihargai dengan menawarkan mereka akses awal kepada ciri baharu, diskaun eksklusif atau produk edisi terhad. Ini memberi insentif kepada penglibatan dan memupuk rasa komuniti dan eksklusif, mengukuhkan ikatan antara pengguna dan jenama anda. 

4. Motivasi pekerja 

• Ganjaran berdasarkan prestasi: Mengiktiraf dan memberi ganjaran kepada pekerja atas pencapaian dan sumbangan mereka. Melaksanakan ganjaran berdasarkan prestasi seperti bonus, komisen, atau pengiktirafan awam dapat meningkatkan motivasi pekerja dengan ketara dan mendorong mereka untuk berusaha mencapai kecemerlangan secara konsisten. 
• Pengiktirafan dan anugerah sosial: Mengiktiraf dan meraikan pencapaian pekerja secara terbuka melalui program anugerah atau jeritan. Ini mendorong individu yang diiktiraf dan memberi inspirasi kepada orang lain untuk cemerlang, memupuk semangat kerja berpasukan dan kerjasama yang kuat. 
• Employee wellness programs: Prioritize your employees' well-being by offering wellness programs that focus on their physical and mental health. These programs can include gym memberships, mental health resources, or flexible work arrangements. Investing in their well-being creates a supportive and positive work environment, ultimately leading to increased employee motivation and satisfaction. 

What kind of digital rewards and incentives can be offered?  

Digital rewards can be grouped into categories that cater to various recipient preferences, from shopping and wellness to entertainment and social impact. Here's a breakdown of popular categories and top reward options within each: 

Gift cards 
These are flexible, universally appreciated rewards that allow recipients to choose what they want. They're ideal for personalizing the experience without overcomplicating the selection process. 

• Amazon e-gift card – Ideal for shopping across a wide range of categories. 
• Starbucks gift card – A perfect pick-me-up for coffee lovers. 

Prepaid & wallet cards 
Prepaid cards and wallet credits offer the freedom to spend on almost anything, making them a versatile reward. They’re convenient and widely accepted online and offline. 

• Visa/MastercardⓇ virtual prepaid cards – Usable across online and offline stores. 
• Paytm or PhonePe wallet credits – Convenient for mobile payments and everyday purchases. 

E-commerce & retail rewards 
Perfect for rewarding consumers or employees who enjoy online shopping. These rewards offer access to a variety of categories like fashion, electronics, and home goods. 

• E-gift card – Great for everything from gadgets to groceries. 

Wellness & lifestyle 
Support the well-being of recipients with rewards that promote physical and mental health. These are great for encouraging self-care and healthier lifestyles. 

• Fitness/gym subscription – For fitness classes, therapy, and overall wellness. 
• Calm or headspace membership – For guided meditation and mental health support. 

Entertainment & dining 
Great for leisure-focused rewards, this category allows recipients to enjoy meals or relax with music and streaming content. A perfect way to enhance work-life balance. 

• Spotify Premium gift card – Stream music without ads. 

Charity & Purpose-Driven Rewards 
These rewards help recipients contribute to meaningful causes, adding emotional value to the gifting experience. Ideal for brands that prioritize sustainability and social impact. 

• Donation to a cause (e.g., education, health, environment) – Supports meaningful initiatives. 
• Tree plantation in recipient’s name – A green and memorable gesture. 

Learning & development 
Fuel growth and curiosity with access to online learning platforms. These rewards help individuals upskill and invest in their personal and professional development. 

• Udemy or Coursera gift card – Access thousands of online courses. 
• LinkedIn learning subscription – Learn in-demand skills on the go. 

How to choose the right digital incentives? 

Choosing the right digital incentives involves understanding your audience, your goals, and the context in which the reward is being given. Here’s a practical framework to help you make the right choice: 

1. Ketahui khalayak anda 

Understanding your recipients is the first step. What motivates a millennial employee may not appeal to a senior executive or a B2B customer. Consider factors like age, location, job role, lifestyle, and preferences. The more relevant the reward, the more likely it is to be appreciated and redeemed. 

2. Match the incentive to the goal 

Every reward should align with the outcome you're aiming for. Are you trying to increase survey participation, boost employee morale, or improve customer retention? Tailor the incentive accordingly quick wins like gift cards work well for feedback, while long-term loyalty may call for experience-based or tiered rewards. 

3. Offer choice and flexibility 

One size doesn't fit all. Offering multiple reward options gives recipients the freedom to choose something they truly value. Multi-brand gift cards, digital marketplaces, or customizable reward links help maximize satisfaction and minimize the chances of rewards going unclaimed. 

4. Ensure instant delivery and accessibility 

Digital incentives should be easy to send and even easier to redeem. Look for rewards that can be delivered instantly via email, SMS, or link—especially for global recipients. Timely delivery ensures that the reward remains relevant and enhances the overall experience. 

5. Stay within budget without sacrificing appeal 

A good incentive doesn’t have to break the bank. Focus on perceived value—some low-cost digital rewards like premium content, subscriptions, or discount codes can be very effective. Set clear budgets and choose platforms that offer transparent pricing and tracking tools. 

6. Align with brand values 

Rewards should reflect your company’s identity and values. For example, if your brand emphasizes sustainability, offer green rewards like tree-planting donations or eco-friendly products. This strengthens brand recall and makes your gifting strategy more authentic and meaningful. 

Revamping employee recognition: H&M's partnership with Xoxoday 

H&M, a leading global fashion retailer with over 171,000 employees worldwide, is renowned for offering fashion and quality at the best price in a sustainable way. With operations spanning more than 73 locations and encompassing nine independent brands, H&M continually seeks innovative solutions to enhance its human resource initiatives and maintain a motivated workforce. 

Challenges faced: 

H&M's internally developed Human Resource Management System (HRMS) faced several challenges in effectively implementing employee rewards: 

• Cash-based rewards: Employees received rewards in cash alongside their salaries, which were subject to a flat tax rate, reducing the actual reward value. 
• Logistical complications: Coordinating reward distribution involved multiple teams, including salary processing, winners, and HR business partners, making the process cumbersome. 
• Diminished value for on-site employees: For on-site employees, currency conversion rates and applicable taxes further decreased the reward's value, leading to dissatisfaction. 

Solution by Xoxoday Plum: 

To address these challenges, H&M implemented Xoxoday's points-based rewarding system, offering multiple reward options such as experiences, gift vouchers, and perks. This integration provided: 

• Enhanced rewarding efficiency: Streamlined processes reduced interdepartmental coordination, leading to a significant increase in peer-to-peer and manager nominations. 
• Simplified on-site rewarding: On-site employees could easily redeem localized rewards tailored to their interests and geographic location, enhancing participation. 
• Tax-efficient rewards: Employees received the full reward value without flat tax deductions, ensuring the incentives were more meaningful. 

Keputusan 

The implementation of Xoxoday's solution yielded remarkable outcomes: 

• Increased participation: 52% of all employees were nominated in the last fiscal year, with 10% receiving awards, indicating heightened engagement. 
• Positive employee feedback: Surveys revealed a majority of employees favored the new rewarding process, appreciating its simplicity and effectiveness. 
• Operational efficiency: The HR team experienced reduced administrative burdens, allowing them to focus on other strategic initiatives. 

By partnering with Xoxoday, H&M successfully transformed its employee rewards and recognition program, fostering a more engaged and motivated workforce. 

Kesimpulan 

The digital age hasn’t just changed how we work or shop—it’s rewired how people respond to value. Static rewards and one-size-fits-all perks don’t cut it anymore. What moves the needle today?

Thoughtfully timed, context-driven incentives that feel less like transactions and more like appreciation. In this new landscape, strategic rewards are no longer perks—they’re signals of respect, recognition, and relevance. 

Xoxoday Plum makes this process seamless by automating the entire rewards journey—from selection to delivery. Whether you're incentivizing customers, recognizing employees, or delighting partners, Plum offers a global catalog of digital rewards, effortless integration with your existing tools, and detailed insights to optimize performance. Its flexibility, personalization, and scalability make it the go-to platform for modern businesses. 

Ready to turn motivation into momentum? 
Book a free demo with Xoxoday Plum today and build a rewards strategy that drives impact where it matters most.