Loyalty Strategy: A Juggling Act for CPG

Shopper Tech Update November 14, 2013 - Volume 4, Issue 16

In This Issue

LOYALTY MARKETING: Loyalty Marketing: A Juggling Act for CPG

STI WEBCAST: Taming the Freebie Hound

EXPERT ANALYSIS: Key Challenges for Digital Coupons

STI MARKET WATCH

STI Social Media Groups

Quick Links

Shopper Technology Institute website

LEAD Marketing Conference

CPGmatters Ezine

Loyalty Marketing

Loyalty Strategy:

A Juggling Act

For CPG

Loyalty strategy is a juggling act for many consumer packaged goods (CPG) companies, says a new study by Partners in Loyalty Marketing (PILM) on behalf of the Shopper Technology Institute (STI).

"Loyalty programs can be executed successfully in a variety of ways with varying degrees of technology. My Coke Rewards, with its unique pin code under the cap, is often touted as best in class; smaller programs, such as a series of targeted coupons, work just as well," commented Tanya Bhothinard, Senior Director with PILM.

Regardless of the program structure, the study found the top three reasons CPG companies engaged in loyalty were...

read entire story

STI Webcast

Digital sampling - also known as online sampling or e-sampling - is increasing its share of the overall sampling business and benefiting brands and retailers. However, there is a negative activity associated with digital sampling that is rarely discussed.

To find out what this negative activity is, how it hurts marketing programs, and what can be done about it, watch our latest webcast by clicking on the arrow in the above screen.

After listening, click here to obtain a written transcript of this webcast.

And if you'd like to see more of our webcasts, simply visit the Shopper Technology Institute Channel on YouTube.

Expert Analysis

Key Challenges for Digital Coupons

Inmar recently announced that overall coupon redemption volume increased one percent in the third quarter of 2013, as compared to the same period last year. This increase was driven in part by redemption growth for paperless, digital coupons.

Redemption volume for these e-wallet offers was up 86% versus Q3, 2012. Meanwhile, YTD redemption of digital coupons is up 160% versus 2012.

KEY QUESTIONS:

What developments -- whether market-based or consumer-based -- would inhibit or spur growth in redemption of digital coupons? How much of an issue is POS integration and electronic clearing of digital coupons? How does the industry make sure there isn't massive malredemption or misredemption, and how does it limit consumers from gaming the mobile bar codes?

Here's what the experts have to say...

read entire story

Market Watch

Social Media for Brand Conversations on the Rise: Study

IRI and SPINS Create New Consumer Segmentation

AFS Technologies Schedules Annual Industry Conference

GNC Partners with dunnhumbyUSA to Drive Personalization

TABS Group Forms Dedicated Wal-Mart Analytics Team

RECENTLY PUBLISHED

Shopper Technology Institute Publishes Its First Book,

The Essentials of Shopper Technology

Shopper Technology consists of tactics and applications that engage and motivate shoppers, analyze their behavior, and enable trading partners to improve their operations. Retailers and consumer packaged goods (CPG) manufacturers are embracing these new solutions as technology becomes a true agent of change. The providers of these solutions have invested mightily in the future of this industry. Their sophisticated offerings are built on a foundation of thought leadership.

This book is all about sharing that information and insight. There are chapters that outline challenges facing merchants and marketers. Some chapters present the essentials of Shopper Technology, while others offer a deeper dive into these solutions and their implications. Because of Big Data, digital innovations, and an evolving path to purchase, the job of merchants and marketers often seems daunting. So consider this book as a way to cut through the clutter as technology roars on, competition heats up, and shoppers become more demanding. Coming to grips with technological change may be challenging, but it is the key to success.

Click here to read sample chapters and reviews, and view ordering information for the hardcover, paperback, and Kindle editions.

Shopper Technology Institute Sponsoring Members

PREMIUM MEMBERS