consumer package goods & loyalty

consumer package goods & loyalty

challenge:

Ideate, develop and execute a non-price driven, consumer loyalty program within the highly competitive diet carbonated soft-drink category (DCSD).

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insights:

Through consumer research it was determined there was little loyalty within the DCSD category.  When asked, consumers stated they were willing to participate in promotional programs so long as they offered high-value rewards while requiring little or no additional effort.  Further supporting the research, syndicated scan data confirmed that purchases within the diet carbonated soft-drink category were primarily price driven, again with little or no consumer loyalty.

approach:

A cutting-edge, new to the category, consumer loyalty program was conceived, primarily targeting existing, low and medium usage consumers who expressed little loyalty to the diet Coke brand.  Partnerships were formed with high-value entities the likes of Atlantis Resorts, Delta Airlines, the San Diego Zoo, Fromer's Publications and the NFL/Super Bowl among many others.  Consumer participation was obtained through self sign up which was communicated through the retail partners at the point of check-out via Catalina Marketing messages.

results:

  • An overwhelming success, this innovative loyalty program was born, with results that exceeded projections by more than double!

  • A virtually effortless program, at the request of both consumers and retail partners was initiated. Consumer participants established increased loyal behavior thereby reducing category switching by greater than 25%*.

  • Retailer acceptance was virtually automatic, as retail scan data confirmed increases in both frequency** and basket size** when diet-Coke with included in the consumer purchase set.

  • Overall diet-Coke experienced growth*** in excess of 15% via non-price driven promotion directly correlated to this program.

vintage category print ad

*   within program participant group

**  trips to market; increase of one incremental trip per quarter and total spend by shopping trip; increase by 1.2% per trip

*** purchase and consumption within diet carbonated sort-drink category

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