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companies & people
Retail & Loyalty Pioneers
Being in the incentives busi- ness is like playing Santa every day, according to Brian
Dunne, managing director of SVM Global Ltd.
“We specialize in delivering de- light,” Dunne says. “It’s the exact opposite of being a debt collector!” he jokes. “The envelopes (or emails) we send out of this o ce are opened with the biggest smiles because somebody is giving you
a treat. It’s wonderful work.”
From the recently renovated o ces in Rotherham, England,
the Dublin-born veteran of the prepaid voucher and gift card industry works with some of the world’s largest retailers and hospitality providers, including Tesco and Toys“R”Us. During his 25-year career, the technology be- hind how gift cards are delivered has changed considerably.
“We started with pre-denominated paper vouchers and moved to plastic, then to reloadable, then to remotely reloadable. Twenty years ago, the only way I could send you something in the U.S. was through the mail, and I could only pay you by sending a physical check or cash. Digital has made things so much more exible.” At the same time, he notes, changes in com- munication—think mobile phones and the Internet—have given rise to what he calls the “now” gen- eration. For incentives providers, that means delivering something that’s relevant, personalized and immediate, he says.
“It’s easier to erode loyalty than to build it.”
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Industry Firsts
To help clients meet those demands, Dunne says SVM’s infrastructure is key. “When we set up SVM, we went the di cult but ultimately more bene cial route by integrating directly into the processors,” he says. That integration enables SVM to load and reload cards remotely and also to deliver digital codes. For example, SVM was the rst to deliver a digital code in the U.K. for a Debenhams incentive program.
Dunne also was the rst to bring the incentive industry together in Europe, forming the European chapter of the Incentive Marketing Association after attending a con- ference where he met members of the U.S. organization. He continues to serve as president of the group and sits on the board of the global association, which he admits is a lot of work, but well worth it. “We have 50 members in Europe and it’s really helped us all stay on top of what clients want. It’s helped me to understand with great intensity what types of products delight em- ployees and customers and which products will change behavior.”
Given the deluge of o ers, deals and incentive programs on the market, what does resonate with consumers? Dunne says there are two critical components of a successful program: 1. The reward must be relevant to the recipient; and 2: It’s being delivered through the preferred distribution channel. “For me, that’s email. For my teen- age son, it might be Instagram or Snapchat,” he notes. “But, if you don’t get the rst part right, the distribution and ease of redemp- tion won’t matter.
“It’s easier to erode loyalty than to build it,” Dunne continues. “If you send me something that doesn’t apply to what I like or isn’t in the right geography, I’m not going to en- gage with your brand and I’m going to feel like you don’t know me.”
Getting to know people is one
of the aspects of his work that appeals most to Dunne, who says his 100-plus employees are like
a family. “I’m so fortunate to work with the people I do, from those at SVM to our clients and also my industry colleagues.”
Brian Dunne
Managing Director, SVM Global Ltd.