Kellogg Consumer Loyalty Program Yields Data Insights
The Kellogg Company understands that loyalty programs are essential tools in the savvy marketer's arsenal for building brand trust and affinity with customers. Launched in June 2012, Kellogg's Family Rewards consumer-loyalty program has not only strengthened the relationship between families and all of the company's brands, but is producing useful data that brings new intelligence and insights to Kellogg on consumer buying behavior. This targeted approach has paid off.
The Kellogg's Family Rewards program membership is growing rapidly and now covers a majority of Kellogg products, including cereals, frozen foods and snacks. The program has been such a significant asset for the company that national promotions, retail-specific offers and brand promotions are now being run through the program. The program has brought greater efficiency and greater flexibility to marketing budgets since multiple products share an umbrella loyalty program, but still retain their individual appeal.
"When developing this program, we recognized the need to have a platform that would integrate multiple products across Kellogg's brands and extend across all brand promotions," says Dan Keller, vice president - CRM and Loyalty at Kellogg Company. "We partnered with Aimia to develop the program, and in addition to driving loyalty, we've also been able to make data-driven marketing decisions which is critical in this competitive market."
Aimia's development of the platform for the Kellogg's Family Rewards program was guided by the intelligence and insights that are possible through the intersection of technology and marketing. Aimia's proprietary platform assigns a value to each code based on product, size and item cost, but also factors in a bonus point structure and national promotion overlays. The data that is generated when the consumer enters codes is analyzed to more effectively target promotions and offers to specific members.
Aimia also provides data-driven catalogue technology for the program, which includes exclusive reward previews and member-specific reward items. As a result, Kellogg expects to see increased engagement with consumers and increased loyalty to products and its brands.
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The Kellogg's Family Rewards program membership is growing rapidly and now covers a majority of Kellogg products, including cereals, frozen foods and snacks. The program has been such a significant asset for the company that national promotions, retail-specific offers and brand promotions are now being run through the program. The program has brought greater efficiency and greater flexibility to marketing budgets since multiple products share an umbrella loyalty program, but still retain their individual appeal.
"When developing this program, we recognized the need to have a platform that would integrate multiple products across Kellogg's brands and extend across all brand promotions," says Dan Keller, vice president - CRM and Loyalty at Kellogg Company. "We partnered with Aimia to develop the program, and in addition to driving loyalty, we've also been able to make data-driven marketing decisions which is critical in this competitive market."
Aimia's development of the platform for the Kellogg's Family Rewards program was guided by the intelligence and insights that are possible through the intersection of technology and marketing. Aimia's proprietary platform assigns a value to each code based on product, size and item cost, but also factors in a bonus point structure and national promotion overlays. The data that is generated when the consumer enters codes is analyzed to more effectively target promotions and offers to specific members.
Aimia also provides data-driven catalogue technology for the program, which includes exclusive reward previews and member-specific reward items. As a result, Kellogg expects to see increased engagement with consumers and increased loyalty to products and its brands.
Related Articles:
Kellogg Introduces Consumer-Loyalty Program
Kellogg Fuels Innovation with Consumer Insights
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