Data matters for retention and rewards
Data is core to personalization and retention. CPG companies struggle without enough access. Joining multiple brand loyalty programs is challenging for consumers. Working with platforms like Fetch makes it easier—for brands and consumers. Wheeler said Fetch tracks $179 billion annually in spend. “We see item-level purchase and all transactions—cash and credit card. If we were a retailer, we’d be one of the top in terms of sales,” she said. Fetch provides this data to partners, showing what keeps customers coming back.
Loyalty includes listening to customers and understanding how their needs change. Data helps. Gopuff customers often first use the app in college, as it delivers products within 20 minutes. But to be successful, Gopuff must follow customers into new life phases—from late-night ice cream and alcohol purchases in college to late-night children’s Tylenol in parenthood. “How do we make sure we have baby and pet supplies as they grow with us? It’s really just maintaining that loyalty throughout the journey,” explained Victor Angeline, director of merchandising strategy and supplier relations at GoPuff.
Providing rewards in a difficult economy
While the current economy is challenging for brands and consumers, there are ways to make it work. “Tell me as a customer that you still value and love me, but also you understand my budget isn’t what it used to be,” said Berger.
For DIG, the company tries to make its approach less transactional. Like when it surprised and delighted guests who loved their cauliflower dish, a rotating menu item. When DIG reintroduced the dish, it contacted past cauliflower consumers, offering a “cauliflower” hat to the first 25 people who ordered one. Activations like this help brands engage their community, beyond points or discounts, Serrano shared.