A fair and flexible loyalty program that motivates every postal point
A conversation with Kris Stevens – Head of Partner Network (Postal Points, Parcel Points & Parcel Lockers)
bnode is today an international logistics player with more than 40,000 employees and operations across Europe, North America and Asia. In Belgium, bpost is building a unique partner network of more than 2,100 collection points. Every day, thousands of local entrepreneurs—newsagents, supermarkets, neighborhood stores and independent retailers—are ready to help customers with their shipments.
To strengthen this network and reward partners in a fair way, bpost started looking in 2023 for an innovative and flexible incentive solution. This search led to a partnership with Arteel.
The challenge: from commercial bonus to genuine appreciation
Within its Belgian network, bpost had long relied on a traditional commercial bonus system. However, this approach reached several limits:
1. Bonuses mainly went to top locations
“Traditional bonuses primarily reward volume,” says Kris Stevens.
“But volume is not always a reflection of effort, quality or customer focus.”
2. Too little flexibility
New tasks or additional efforts—such as handling returns, capacity actions or service improvements—could not be rewarded within the fixed contract structure.
3. Lack of recognition for quiet high performers
Many partners deliver top-quality service year after year, yet saw too little of that effort reflected in their rewards.
To correct this imbalance, bpost wanted a system that:
- values quality as much as volume
- rewards collaboration
- is flexibly deployable
- and motivates partners over the long term
The solution: a loyalty program that connects and motivates
In 2023, bpost and Arteel launched a pilot program with 100 postal points. Kris explains:
“We didn’t want a system that only rewards sales. We wanted a program that makes effort, quality and collaboration visible.”
Together with Arteel, bpost developed a simple, transparent points-based program built around four pillars:
- Sales: open sales and basic activity
- Quality: correct data and accurate processes
- Service: customer focus and reliability
- Collaboration: engagement and long-term partnership
The pilot project proved successful. As a result, in 2024 the program was rolled out to all 666 postal points.
Why this works
Stronger connection
“Our account managers visit postal points every day,” says Kris, “but they can’t be everywhere all the time.
Thanks to the loyalty program, we can strengthen that relationship in a structural way.”
Fair appreciation
Partners with lower volumes can now still score highly thanks to excellent service or extra efforts.
Crucial flexibility
bpost can assign points for new initiatives, campaigns or special actions.
“That’s a huge advantage,” Kris explains.
“If something changes in our services, we can reward it immediately.”
How the program works today
1. Monthly points
For operational KPIs such as quality and service.
2. Annual points
For audits, collaboration and continuity.
3. Ad-hoc incentives
For temporary actions, such as year-end peak periods or capacity increases.
Partners save points that can be redeemed for:
- gift vouchers
- products
- team activities
- equipment or larger items (such as kitchen appliances or barbecues)
The distribution is remarkably balanced:
around 50% choose gift vouchers and 50% opt for physical rewards.
The result: high engagement and stronger partnerships
The numbers speak for themselves:
- 90–95% of partners actively participate
- More than 60% increase in platform visits
- Communication reaches a 90% open rate
- Quality and service now play a central role in rewards
- Far less frustration among partners at smaller locations
Kris concludes:
“This program gives us exactly what we needed: flexibility, fairness and genuine appreciation. Not only for what partners sell, but for how they deliver quality every single day.”
The future: complementarity as the key
With the rapid growth of bbox parcel lockers, Kris sees new opportunities:
“Volumes at postal points remain high despite the growth of lockers. This shows that both channels reinforce each other. By 2026, we want to strengthen that complementarity even further—also within our loyalty program.”
Do you also want to motivate your partners in a scalable yet flexible way?
The loyalty program with Arteel helps bpost strengthen its unique partner network in a sustainable, people-centered way.
Where volume used to be the only metric, quality, collaboration and customer focus now take center stage.
And that is exactly why every partner feels valued.
Discover how Arteel can strengthen your loyalty approach
