Online Rewards has set out changes to B2B incentive programs as sales and partner communication moved online during the pandemic. Its May 2021 guidance argues that a digital program also requires changes to earning rules, reward selection and ongoing support.

The company recommends reviewing performance thresholds against actual market conditions. It also identifies training, referrals, testimonials and other activities that can support a longer-term commercial relationship when immediate sales volumes are under pressure.

Digital gift cards feature as a reward option when travel or physical experiences are less accessible. The article emphasizes a catalog suited to participants’ locations, preferences and circumstances.

Online Rewards draws on the convenience of consumer ecommerce as a model for B2B redemption. Clear earning information, personalization and mobile access are presented as ways to make the program easier for customers and channel partners to use.

Communication remains part of the delivery. The guidance calls for accessible product information, educational materials, updates about program changes and opportunities for participants to give feedback.

The article also recommends helping channel partners develop their own capabilities. Its central operational point is that moving an incentive program online involves the whole partner experience, from understanding the rules to receiving a useful reward and finding assistance when needed.