It’s practically a rule these days that retailers have a loyalty program. But what about consumer packaged goods companies?
For Kellogg Co., the maker of Frosted Flakes and Pop Tarts, the answer appears to be yes.
Last year the company rolled out a portfolio-wide program in the United States called Kellogg’s Family Rewards that uses codes printed on packages. Consumers can submit those codes online in exchange for points that can be redeemed for discounts and prizes.
Not surprisingly the real value of the loyalty scheme for Kellogg is in the customer data it provides.
“This is the first time ever…we’ve ever understood exactly what the customer is purchasing,” Dan Keller, Kellogg’s vice-president of customer relationship management, told Advertising Age.
Stay tuned, too. Kellogg says it expects to expand the loyalty program outside the U.S.
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