Three tips on how consumer packaged goods companies can expand their loyalty success

Share this content:

Loyalty success boils down to mastering the basics of the “Three Cs” of consumer packaged goods (CPG) loyalty, says Sol Zia, consultant at LoyaltyOne Consulting and a contributing editor at Colloquy.

First, there is craft. It all goes back to planning. Management buy-in is essential, the right value proposition must be fully developed, and program and system set-up must be advanced carefully, says Zia.

Second, CPG marketers must commit. CPG brands shouldn't be afraid to establish the direct relationship with their consumers. Years ago, many CPG marketers feared disrupting relationships with retailers. However, there is a much stronger acceptance of the CPG direct relationship now. Consumer packaged goods companies should make sure they're in loyalty for the long haul so their campaigns aren't perceived as promotional flashes in the pan, says Zia. Consumers are savvier than ever and will talk about the problems or the disappearance of loyalty programs, so it's more important than ever that the game is well played, he says.

Finally, it's important to communicate, says Zia. CPG loyalty marketers — as those in other industries, such as travel and financial services have learned over the past two decades, must make their program rules and value proposition perfectly clear.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here