2. OBJECTIVE & CHALLENGES
• A special product that will excite majority of Delivery boys and is in
line with the image of Amazon as an international brand.
• It should be an innovative product yet very simple to use
considering the type of receiver
• Minimizing the cost of campaign with maximum impact
Case study on delighting channel partners
CHALLENGES
• Amazon India has around 4000 delivery boys in cities like Bangalore,
Hyderabad, Mumbai, Kolkata, Mysore, Chandigarh and Delhi.
• Amazon wanted to delight these delivery boys in a unique way as
they are an important stakeholder and face of the company to the
consumers.
OBJECTIVE
3. SOLUTION OFFERED: 1- GIFTXOXO EXPERIENCE BOX
Giftxoxo handled all the execution of the experience and
Delivery boys were delighted to receive the exclusive treatment
from our vendors
We made the redemption process very simple . They just had to
call our customer care to book the Experience
Delivery boys were surprised to receive such a unique concept
like Giftxoxo Experience Box
Amazon selected 8 unique and exclusive experiences the
specified price range and city and we supplied the box with
Amazon Branding
Amazon gave Giftxoxo the budget for category of Star Performer
category and Giftxoxo shared multiple Experiences in two Price
ranges Rs. 5000 for various locations in Metro cities
Case study on delighting channel partners
4. SOLUTION OFFERED: 2-
XOXO MOVIE AND MEAL VOUCHER
Delivery boys were happy to receive myriad of choices
Delivery boys also got a virtual wallet facility on Giftxoxo
website where they could see the remaining credit
To make the redemption easier we offered them multiple ways
of redemption ranging from mail to calls
Delivery boys Amazon were excited to receive this voucher as it
could be converted into almost all offline and online brands of
cinema and restaurents
Amazon wanted to give something to Delivery boys who have
shown good results but not as good as star performer. We
proposed a Giftxoxo movie and meal voucher worth Rs. 3000
Case study on delighting channel partners
5. HOW IT HELPED AMAZON?
•Giftxoxo offered Amazon multiple exclusive options across 5 categories of
Experiences namely Adventure, Gourmet, Arts & Learning, Health & Wellness
and Tours and Getaways. Amazon did first level of selection for different cities
•Employees got flexibility of choosing the experience from 8 experiences in the
box as per their preference and were happy not to have forced option
•Amazon also saved efforts for selecting various Gift Voucher and collaborating
with brands and XOXO Voucher helped them reach all brands in one place
SELECTION
•Giftxoxo Experience Boxes are very easy to handle and can be distributed
easily.
•Giftxoxo delivered boxes in very short timeline of 2 days
•All the execution of Experience was handled by Giftxoxo
•Sourcing for different vendors of movie and meal vouchers was also done by
Giftxoxo
LOGISTICS
•Amazon saved man hours by outsourcing the campaign to Giftxoxo
•Perceived value of Experience Boxes were at least twice the actual cost
•XOXO Movie and Meal voucher also gave them flexibility of choosing their
denomination unlike the brand vouchers which have fixed denomination
•Delivery charges were also born by Giftxoxo
COST
OPTIMIZATION
Case study on delighting channel partners
6. OUTCOME
This campaign was huge success and since then Amazon has become regular client of Giftxoxo for
Giftxoxo Experience Boxes. and XOXO Vouchers. Following were the main points of success:
•Delivery Boys of Amazon applauded the new concept of Giftxoxo Experience
Box offered by Amazon. They felt motivated to learn that company is trying
to come up with unique ways to engage with them
•They felt empowered of making choice with XOXO Movie and Meal Vouchers
INCREASED
MOTIVATION
•Employees were delighted to receive the Giftxoxo Experience Box with very
unique and exclusive choices.
•Employees gave very positive feedback about the quality of Experiences
•Employees were very happy to get an innovative product from the company
EMPLOYEES’
DELIGHT
•Employees were delighted to get a memory in the form of Experience box
and felt rejuvenated after the experience. This in turn factored in the
increased productivity from them.
•Easy redemption process also helped them get the product of their choice
delivered to their address
ENHANCED
PRODUCTIVITY
Case study on delighting channel partners
