Many of us have signed up to a supermarket, a bank, an insurance company and even a mobile provider’s loyalty
All the main supermarkets have a loyalty including Supervalu, Dunnes
Three and Vodafone both have loyalty
The average American is a member of eighteen loyalty
But how many of us are members of a Consumer Packaging Goods (CPG) brand’s loyalty
Loyalty and Consumer Packaging Goods ( CPG)
According to Ogilvy Loyalty Index BrandZ survey, the average value of a consumer increases 5 to 8 times if you can move that person up from brand engagement to brand loyalty.
For any brand, transaction data provides valuable insights into consumer buying
So CPG brands like Coca Cola and Kellogg’s wanted to address this issue and so both brands launched their own loyalty
- Identify, retain and grow key household relationships
- Build one-to-one relationships with end users
personalised, relevant messages and promotions to the end user.
To help address these challenges,
My Coke Rewards was launched in 2006 and to date, over 11 million registered members have inputted 600 million codes.
According to Kellogg’s, millions of consumers participate in the Kellogg’s Family Rewards
Yet, very few CPG’s brands have a loyalty
The CPG industry is becoming increasingly fragmented and the ease at which consumers can find new products and even greater value continues to pose a challenge.
These factors make the need to explore new brand marketing and loyalty
Loyalty can play a significant role in addressing many of CPG’s key marketing challenges;
- A loyalty or customer engagement
programmecan help drive sales of your brand without having to resort to price promotions or even discounting
For example, Kellogg’s Family Rewards® encourages members to ‘gift’ their rewards to schools or charities. This kind of emotional reward drives loyalty that transcends price promotions and provides a point of differentiation competitors can’t easily replicate.
- Use content and social media platforms to reward and drive further engagement
By rewarding customers for interactions with branded content, games, polls and social activities on social media provides another means of engagement.
- Gather and Use Customer Data For Segmentation and Personalization
- Drive advocacy and leverage Influencers
Brand advocacy is most powerful and trusted when real consumers authentically promote your brand through their own exception experience of your brand rather than influencers. Loyalty
Technology has been a barrier in the past.
By rewarding customers for taking a photo of their receipt and uploading that receipt to the promotional website, brands are now able to capture transactional data on their customer without depending on the retailer.
When developing loyalty