Encouraging consumers to spend more time with your brand will drive brand affinity and therefore loyalty, measured by average weight and frequency of purchase (AWoP and FoP). This is the supposition behind most relationship management strategies. But this requires a leap of faith. Without ongoing evaluation (often complex and expensive), how can you be confident that your CRM activations (whether in social media, email or DM) are changing purchasing behaviour?
The Holy Grail is linking reward directly to purchase, i.e. buy product, show evidence, claim reward. Make the rewards sufficiently compelling and our experience tells us that consumers will buy more, buy more often, and buy more habitually. Make the rewards relevant to your brand message and consumers will spend more time exposed to whatever you want to say.
This is the premise behind the Tropicana Breakfast Club. In partnership with the client, we developed a rewards programme that has locked in thousands of juice drinkers, defending share, driving incremental purchase, and promoting Tropicana’s Brighter Mornings proposition. Club Members input a unique pack code to bank points, then redeem their points for a variety of partner rewards. Rewards are constantly refreshed and members are updated in social media and eCRM.
This is not a unique idea – there is ample evidence of other brands running successful programmes. Coke Zone has been live since 2008 so is clearly working. What is unique however, is the execution. The Tropicana Breakfast Club provides learning for many brands by demonstrating best practice in execution:
- Keep it simple
- To understand
- To participate
- Make rewards relevant
- To the brand message
- To the target consumer
- Nurture brand partnerships
- To maximise reward value
- To generate additional content
- Build in tactics
- Bonus codes to reward individuals or to reignite interest
- Increase pack code values to promote specific products
Evaluation confirms that all these factors combine to make a programme that engages Tropicana’s heaviest consumers, driving habitual purchase, delivering value for the brand
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