Virtual Incentives advised employers to build international reward catalogs around local recipient preferences rather than replicate a single country's program worldwide. Its November 6, 2024 guide examined how brand choice, purchasing power, cultural expectations and delivery infrastructure affect global employee rewards.

The company recommended defining the program's objectives and participant demographics before selecting reward products. Regional knowledge could then inform the choice between retailer gift cards, broader prepaid card options and other incentives, together with the practical question of how each reward would reach its recipient.

Julien Rochard, head of global partnerships and platform content, said programs needed to adjust for local brands, trends and living standards. The guide used Airbnb as an example of a familiar international brand whose appeal could vary with local attitudes, and encouraged program operators to consider holidays such as Christmas and Eid when scheduling recognition.

A mixture of local and international retailers was central to the approach. Virtual Incentives named Coles in Australia and Flipkart in India as examples of country-specific choices. The company argued that a recognizable global catalog alone could overlook brands that participants actually used in everyday life.

Delivery and reward value required separate attention. Postal services, internet access, local rules and taxation could affect fulfilment. The same nominal reward could also represent substantially different purchasing power between markets. The guide recommended consulting providers with local expertise on those practical differences.

Virtual Incentives also encouraged employers to review redemption data and recipient feedback continuously. New brands could be introduced and less-used options removed as preferences changed. The resulting program design combined a consistent company objective with choices adapted to the employee's country, interests and circumstances.