ASDA launch colleague eVouchers | Incentive&Motivation

ASDA has launched evouchers on its colleague reward and recognition programme “Asda Stars”. Designed and run by employee engagement specialists River since 2013, Asda Stars allows colleagues to earn rewards and nominate each other for recognition, through both a website and mobile app.

The evouchers, which are earned by receiving Star points from managers or taking part in adhoc incentives, can be redeemed by colleagues on Asda Stars and spent in store along with their colleague discount card. The initiative was designed to improve the reward experience for the retailer’s 150,000 colleagues and since its launch in mid-October, has attracted over £33,000 worth of redemptions.

Angela Woodward, Reward Manager at ASDA, said: “We are thrilled with the feedback from stores since the launch of evouchers. Managers now have a way of rewarding teams instantly, colleagues can redeem these rewards easily and it’s really going to make a difference to colleague engagement.”

There are over 70,000 ASDA colleagues registered on the Asda Stars programme – more than 20,000 over the original annual target – and it’s still growing. Since the launch of the mobile app in 2016, there has been a 365% increase in active participants.

Phil Dunk, CEO of River, said: “The launch of evouchers will change the shape of Asda Stars. Earning and redeeming rewards is just one part of any engagement programme, but improving this experience to make it instant, simple and seamless means rewards won’t take away from that buzz of receiving recognition from a manager or peer. Ultimately we want ASDA’s culture of appreciation to be as free-flowing as possible and this certainly helps.”

River is an employee engagement specialist agency whose mission is to make great days at work for clients, their customers and their people.

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