Kellogg Company and Aimia Power Consumer Loyalty with the Kellogg's Family Rewards™ Program Aimia's data-driven loyalty and rewards model provides mutual benefits to families and Kellogg Company
BATTLE CREEK, Mich. and MINNEAPOLIS, March 26, 2013 /PRNewswire/ -- Loyalty programs are essential tools in the savvy marketer's arsenal for building brand trust and affinity with customers. The importance of having a strong loyalty program was on display as Kellogg presented recently at Loyalty Expo in Orlando about the Kellogg's Family Rewards™ consumer-loyalty program. Launched in June 2012, the program has not only strengthened the relationship between families and all of the company's brands, but is producing useful data that brings new intelligence and insights to Kellogg on consumer buying behavior.
This targeted approach has paid off. The Kellogg's Family Rewards™ program membership is growing rapidly and now covers a majority of Kellogg products including cereals, frozen foods and snacks. The Kellogg's Family Rewards™ program has been such a significant asset for the company that national promotions, retail-specific offers, and brand promotions are now being run through the program. The program has brought greater efficiency and greater flexibility to marketing budgets since multiple products share an umbrella loyalty program, but still retain their individual appeal.
"When developing this program, we recognized the need to have a platform that would integrate multiple products across Kellogg's brands and extend across all brand promotions," said Dan Keller, Vice President - CRM and Loyalty at Kellogg Company. "We partnered with Aimia to develop the program, and in addition to driving loyalty, we've also been able to make data-driven marketing decisions which is critical in this competitive market."
Aimia's development of the platform for the Kellogg's Family Rewards™ program was guided by the intelligence and insights that are possible through the intersection of technology and marketing. Aimia's proprietary platform assigns a value to each code based on product, size and item cost, but also factors in a bonus point structure and national promotion overlays. The data that is generated when the consumer enters codes is analyzed to more effectively target promotions and offers to specific members. Aimia also provides data-driven catalogue technology for the program, which includes exclusive reward previews and member-specific reward items. As a result, Kellogg expects to see increased engagement with consumers and increased loyalty to products and its brands.
"Kellogg appreciated the importance of understanding their customers and what motivates them," said Jay Lee, Chief Strategy Officer, US Region, Aimia. "Leveraging insights from consumer data allows companies to get the right offer to the right customers via the right channels, fostering a strong, two-way consumer loyalty relationship while building a sustainable competitive advantage for the company."
To learn more about Kellogg's Family Rewards™ visit www.KelloggsFamilyRewards.com.
About Kellogg Company
At Kellogg Company (NYSE: K), we are driven to enrich and delight the world through foods and brands that matter. With 2012 sales of $14.2 billion, Kellogg is the world's leading cereal company; second largest producer of cookies, crackers and savory snacks; and a leading North American frozen foods company. Every day, our well-loved brands nourish families so they can flourish and thrive. These brands include Kellogg's®, Keebler®, Special K®, Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®, Eggo®, Coco Pops®, Mini-Wheats®, and many more. Because we believe in the power of breakfast, we focus our philanthropic efforts global hunger relief through our Breakfasts for Better Days™ initiative, providing 1 billion servings of cereal and snacks - more than half of which are breakfasts - to children and families in need by the end of 2016. To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com.
Aimia is a global leader in loyalty management. Aimia's unique capabilities include proven expertise in delivering proprietary loyalty services, launching and managing coalition loyalty programs, creating value through loyalty analytics and driving innovation in the emerging digital and mobile spaces. Aimia owns and operates Aeroplan, Canada's premier coalition loyalty program and Nectar, the United Kingdom's largest coalition loyalty program. In addition, Aimia has majority equity positions in Air Miles Middle East and Nectar Italia as well as a minority position in Club Premier, Mexico's leading coalition loyalty program and Cardlytics, a US-based private company operating in transaction-driven marketing for electronic banking.
Aimia is a Canadian public company listed on the Toronto Stock Exchange (TSX: AIM) and has over 4,000 employees in more than 20 countries around the world. For more information about Aimia, please visit www.aimia.com.
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