Intel has lifted the lid on its new loyalty scheme, which allows channel partners to earn points that can
be redeemed for business and lifestyle rewards.

Unveiled last month (CRN, 23 June), Intel Flex+ is the latest addition to the Intel Channel Partner
programme, which covers relationships, training, marketing and support among Intel’s 187,000 partners in 167 countries.
Carey Williams, Intel’s partner rewards manager for EMEA, explained that despite its dominance, Intel needs to stay vigilant in the UK channel.

“We have always wanted to stay close to the resellers, and this programme was originally devised to ensure we have a direct engagement with the resellers. We do not just want to push everything through the distributors,” said Williams.
Intel insists there is still a surviving channel of system builders in the UK, in addition to its normal distribution partners.
“There are still locally based companies that might build 100 PCs for a contract, along with all the installation work,” said Williams.

The Flex + points scheme rewards channel partners for their commitment, with credits that can be spent on business and lifestyle services, or even Intel products.

Points are earned by investing in Intel training, taking part in webinars or being involved in other Intel events.
When enough points are accrued, partners can spend them on Intel sample kit, or use the credits for other business activities, such as Wi-Fi contracts for mobile users.

“Intel partners who organise customer events could outsource the organisation to our travel service,” said Williams. “Or they could just go for relationship-building events such as golf or experience days.”

Meanwhile, another processor maker, Nvidia, has announced a seemingly identical loyalty points scheme. The 1,500 members of Nvidia Partnerforce can now receive debit cards, which can be redeemed in hotels and restaurants.
“We are doing anything we can to help our partners grow their business,” said Chris Ayres, channel marketing manager at Nvidia.

Intel’s Williams rejected the suggestion that the basket of reseller loyalty schemes should be rationalised by vendors into one unifying currency. “We have had good feedback, but that is a step too far,” she said.