Coca-Cola Launches Next Generation Loyalty

This story is a real eye-opener if you follow national brand CPGs and chain retailers, and is especially interesting for mobile and digital marketing specialists.

Coca-Cola is attempting to redefine loyalty programs with a revamped My Coke Rewards platform that features a bigger focus on mobile and suggests consumers prefer receiving perks and engaging with brands via bite-sized pieces of social media and personalized content over traditional rewards.

Here is the full story on Mobile Marketer:

http://www.mobilemarketer.com/cms/news/strategy/19750.html

Here is another snippet from that piece:

“Increasingly, CPG brands are following Coke’s lead in establishing direct-to-consumer relationships, to engage those who buy their products in a way that doesn’t alienate those who sell their products,” Bond Brand Loyalty’s Mr. Robinson [senior director of loyalty consulting and solutions at Bond Brand Loyalty, Toronto] said. “And consumers are responding – higher trust, higher willingness to share personal info with CPG brands, higher satisfaction with CPG brand loyalty initiatives.

“Joint value creation: good for CPG brand, good for retailer partners.”

Happy Reading,

J.W. Gant