![]() ![]() We offer promotions such as sweepstakes to drive digital engagement. For example, through both the Paw Points website and mobile app, we have over a million touchpoints with members each year-opportunities we would not have without the loyalty program. It is a critical element that deepens our relationships with our consumers and how we engage with our loyalists. What is the role of digital engagement in your loyalty strategies?ĪMG: Because we don’t directly interact with consumers at shelf, digital is how we are driving a personal connection with our consumers. GF: You mentioned that cat litter is more typically purchased offline. The advantage for Fresh Step is that people know they are always earning toward their rewards (such as free cat litter) if they stay with the brand. Consumers often switch between brands based on sales or whoever has a special offer that week. I’d also cite “cost comparing” as a challenge for CPG loyalty. Fresh Step relies heavily on the packaging to educate consumers, and there is a lot of information on the package. A lot of loyalty programs are for retail and services, giving the consumer an easy way to interact with the brand and learn about the program. GF: What are some of the unique loyalty challenges for a CPG brand?ĪMG: The first challenge that comes to mind is awareness. Additionally, Fresh Step has donated over 750,000 pounds of litter to partner shelters across the country. Today, we have over 1,300 shelters participating in the program, and members have donated over 30 million Paw Points in support. In 2014, we launched a shelter-specific program, allowing shelters to earn points and redeem them for pallets of litter while giving Paw Points members the ability to donate to their local shelter. Providing new ways for members to contribute to these causes ties into Fresh Step’s brand purpose to make the world a more welcoming place for cats and their people. We learned that members care not only about their own cats, but about supporting shelters and helping cats get adopted. Over time, it became a mix of transactional and emotional loyalty, an evolution spurred from key program insights. Gina Fleck: For a product that was historically fairly transactional, how did Fresh Step initially seek to create loyalty?Īnne Marie Ghigo: Paw Points was originally a “snip and clip” program that was transaction-based. Gina Fleck, Director of Loyalty at HelloWorld, recently sat down with Anne Marie Ghigo, Brand Engagement Lead at Fresh Step, to discuss the Fresh Step brand and the Paw Points program. Members of its loyalty program, Paw Points, can even donate points to shelters so that they can redeem them for litter, cat beds, and other necessities. Fresh Step has also donated litter to animal shelters throughout the United States in an effort to increase cat adoption. Fresh Step provides cat owners with a variety of litter types, including clumping, non-clumping, and crystal offerings. ![]() The Fresh Step brand is a subsidiary of the Clorox company, a manufacturer and marketer of consumer and professional products. It uses technology and marketing campaigns to create brand-customer interactions, drive demand, and accelerate growth. HelloWorld is a digital marketing solutions company that specializes in the strategy and development of loyalty programs. ![]()
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