Kellogg Enriches Customer Engagement Initiatives

For consumer packaged goods companies, multichannel marketing presents a unique set of challenges. Transactional data is often difficult to obtain, and purchases are typically not made online. Leveraging popular communication channels such as mobile, e-mail, social media and the Web are vital for creating brand engagement and building loyalty rather than simply driving purchase transactions in those channels.

 

To establish deeper relationships with consumers and engage them on a one-to-one basis across a variety of channels, the Kellogg Company partners with Epsilon, a subsidiary of Alliance Data Systems Corporation and a provider of loyalty and marketing solutions derived from transaction-rich data.

 

Under the terms of the agreement, Epsilon will build and host a global real-time consumer web portal and preference engine where consumers can sign up for communications from Kellogg Company's brands across North America, Latin America, Europe and Asia Pacific, and through multiple channels including e-mail, Web and mobile. Epsilon will also build and host a consumer relationship management and analytical platform, expected to allow Kellogg marketers to analyze customer behavior, and design and execute marketing programs to drive consumer engagement. The programs will be personalized based on consumers' stated preferences, demographics and stated or inferred needs.

 

 "Epsilon has the global reach, real-time capabilities and CRM expertise in the consumer packaged goods industry that makes them the best partner for Kellogg to further increase consumer engagement across all of our brands," says Larry Bruck, Kellogg senior vice president of Global Media and Marketing Operations. "By partnering with Epsilon, we will leverage consumer opt-in information to build deeper and more valuable relationships with our consumers by creating highly personalized experiences with each individual."