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The Holy Grail of CPGs: Extracting Unique First Party Data Through Loyalty Programs

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CPG brands have historically been challenged to collect and activate first party data on their consumers, thereby failing to truly connect with their consumers at a human level. By leveraging loyalty programs that provide consumers incentives to relinquish data directly to the brand, CPG companies can begin to aggregate not only identifiable information on their most valuable consumers, but unique information that allows them to create authentic campaigns that achieve their business objectives.

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The Holy Grail of CPGs: Extracting Unique First Party Data Through Loyalty Programs

  1. 1. How a loyalty and engagement program can be used to collect and activate unique first-party data Overcoming the Middle Man
  2. 2. © 2019, CrowdTwist. Confidential and Proprietary. A major challenge for CPG brands is — and has always been — access to customer data to drive effective consumer relationships
  3. 3. © 2019, CrowdTwist. Confidential and Proprietary. Data driven brands with strong emotional loyalty are retaining consumers in today’s competitive CPG environment Brands Must Re-evaluate © 2019, CrowdTwist. Confidential and Proprietary. out of top 100 CPG brands have experienced market share declines 90
  4. 4. © 2019, CrowdTwist. Confidential and Proprietary. But, Why Does it Matter? It costs 5x more to acquire new customers than to retain existing ones increase in profits increased retention
  5. 5. © 2019, CrowdTwist. Confidential and Proprietary. For brands with emotionally loyal consumers: And... 60.0% Tell friends and family 52.3% Join a loyalty program 39.4% Increase brand spend despite cheaper options 37.0% Leave feedback and online reviews 31.8% Participate in a contest or promotion
  6. 6. © 2019, CrowdTwist. Confidential and Proprietary. Loyalty programs can significantly impact your CLV if data is harnessed in a way to make meaningful brand- consumer relationships
  7. 7. A Loyalty Program Can Help CPGs Actively… Fighting private label commoditization Protecting share from new category entrants Looking to build D2C connections Seeking to connect consumers across promotions Struggling to measure attributable ROI
  8. 8. © 2019, CrowdTwist. Confidential and Proprietary. to build an impactful program HOW
  9. 9. © 2019, CrowdTwist. Confidential and Proprietary. Establish KPIs and Then Work Backwards Define your business objectives and then design a program that will enable you to achieve those objectives Create Authentic Relationships Drive Engagement Beyond Transactions Retain & Increase Spend Collect/Leverage Data Be Innovative
  10. 10. © 2019, CrowdTwist. Confidential and Proprietary. Personalize Consumer Journeys – Engage consumers at unique touch points based on their specific lifecycle Deliver Immediate Value – Deliver immediate, tangible value for quick adoption Enable Frictionless Engagement – Create programs that are easy to join, understand, and use Keys for Program Success Combine business objectives & prioritize the consumer experience +
  11. 11. © 2019, CrowdTwist. Confidential and Proprietary. Ultimately, a loyalty program should enable you to collect unique, actionable first- party data on your Most Valuable Consumers
  12. 12. © 2019, CrowdTwist. Confidential and Proprietary. for programs that drive value for CPGs TIPS & TRICKS © 2019, CrowdTwist. Confidential and Proprietary.
  13. 13. © 2019, CrowdTwist. Confidential and Proprietary. Create Programs that are Designed to Collect Data Consumer Profile & Preferences Acquired Data (Surveys) Purchase & Engagement
  14. 14. © 2019, CrowdTwist. Confidential and Proprietary. Activate Programs that Engage During Influenceable Moments Milestone Celebrations Acquired Data Response Predictive Lifecycle Stages
  15. 15. © 2019, CrowdTwist. Confidential and Proprietary. New Joins & First Timers Enroll & Onboard Repeat Consumers Engage & Grow Loyal Consumers Love & Gain Advocacy At-Risk Consumers Re-Engage & Retain
  16. 16. © 2019, CrowdTwist. Confidential and Proprietary. Budweiser Rewards Data Collection Aficionados Budweiser uses their loyalty program to incentivize data collection about their consumers across brand touch points ● Purchase ● Event Attendance ● Fan Interest Surveys ● Partnerships ● Gamified Promotions
  17. 17. © 2019, CrowdTwist. Confidential and Proprietary. Budweiser Rewards Data Collection Aficionados Budweiser uses their loyalty program to incentivize data collection about their consumers across brand touch points ● Purchase ● Event Attendance ● Fan Interest Surveys ● Partnerships ● Gamified Promotions
  18. 18. © 2019, CrowdTwist. Confidential and Proprietary. Budweiser Rewards Data Collection Aficionados Budweiser uses their loyalty program to incentivize data collection about their consumers across brand touch points ● Purchase ● Event Attendance ● Fan Interest Surveys ● Partnerships ● Gamified Promotions
  19. 19. © 2019, CrowdTwist. Confidential and Proprietary. Budweiser Rewards Data Collection Aficionados Budweiser uses their loyalty program to incentivize data collection about their consumers across brand touch points ● Purchase ● Event Attendance ● Fan Interest Surveys ● Partnerships ● Gamified Promotions
  20. 20. © 2019, CrowdTwist. Confidential and Proprietary. Budweiser Rewards Data Collection Aficionados Budweiser uses their loyalty program to incentivize data collection about their consumers across brand touch points ● Purchase ● Event Attendance ● Fan Interest Surveys ● Partnerships ● Gamified Promotions
  21. 21. © 2019, CrowdTwist. Confidential and Proprietary. Incentivize for Brand Valuable behaviors Engaging With Brand Content Refer-a-FriendSocial Engagement
  22. 22. © 2019, CrowdTwist. Confidential and Proprietary. Tarte <3 Rewards Socially Connected Artists Tarte understands that their most loyal consumers are a younger demographic that are socially engaged ● Tutorials & Pro Tips ● UGC & Social Engagement ● Refer-a-Friend
  23. 23. © 2019, CrowdTwist. Confidential and Proprietary. Tarte <3 Rewards Socially Connected Artists Tarte understands that their most loyal consumers are a younger demographic that are socially engaged ● Tutorials & Pro Tips ● UGC & Social Engagement ● Refer-a-Friend
  24. 24. © 2019, CrowdTwist. Confidential and Proprietary. Tarte <3 Rewards Socially Connected Artists Tarte understands that their most loyal consumers are a younger demographic that are socially engaged ● Tutorials & Pro Tips ● UGC & Social Engagement ● Refer-a-Friend
  25. 25. © 2019, CrowdTwist. Confidential and Proprietary. Always be Authentic to your Brand and its Values Brand Partnerships Member-only Community Member-only Events
  26. 26. © 2019, CrowdTwist. Confidential and Proprietary. Cat Chow MyPerks Purrfected Brand Authenticity Emotional loyalty is built through the personification of Cat Chow’s program pillars – supporting a feline’s healthy nourishment, lifestyle and emotional well being ● Clear Brand Mission ● Unique Brand Voice ● Curated Community ● Charitable Contributions ● Purina Portfolio Support
  27. 27. © 2019, CrowdTwist. Confidential and Proprietary. Cat Chow MyPerks Purrfected Brand Authenticity Emotional loyalty is built through the personification of Cat Chow’s program pillars – supporting a feline’s healthy nourishment, lifestyle and emotional well being ● Clear Brand Mission ● Unique Brand Voice ● Curated Community ● Charitable Contributions ● Purina Portfolio Support
  28. 28. © 2019, CrowdTwist. Confidential and Proprietary. Cat Chow MyPerks Purrfected Brand Authenticity Emotional loyalty is built through the personification of Cat Chow’s program pillars – supporting a feline’s healthy nourishment, lifestyle and emotional well being ● Clear Brand Mission ● Unique Brand Voice ● Curated Community ● Charitable Contributions ● Purina Portfolio Support
  29. 29. © 2019, CrowdTwist. Confidential and Proprietary. Cat Chow MyPerks Purrfected Brand Authenticity Emotional loyalty is built through the personification of Cat Chow’s program pillars – supporting a feline’s healthy nourishment, lifestyle and emotional well being ● Clear Brand Mission ● Unique Brand Voice ● Curated Community ● Charitable Contributions ● Purina Portfolio Support
  30. 30. © 2019, CrowdTwist. Confidential and Proprietary. Cat Chow MyPerks Purrfected Brand Authenticity Emotional loyalty is built through the personification of Cat Chow’s program pillars – supporting a feline’s healthy nourishment, lifestyle and emotional well being ● Clear Brand Mission ● Unique Brand Voice ● Curated Community ● Charitable Contributions ● Purina Portfolio Support
  31. 31. © 2019, CrowdTwist. Confidential and Proprietary. Ensure Bi-Directional Flow of Data for Optimal Program Value Member Actions Delivery Channels
  32. 32. © 2019, CrowdTwist. Confidential and Proprietary. Why CPGs Choose CrowdTwist 360º Consumer Views Advanced consumer profiles informed beyond the point of purchase Marketer Friendly & Managed Campaigns Innovative Program Designs Enterprise-Grade SaaS Tech Stack Real-time Bi-Directional Data Management Predictive Intelligence & Actionable Insights
  33. 33. © 2019, CrowdTwist. Confidential and Proprietary. CrowdTwist Enables Increased Share, Engagement, and Conversion
  34. 34. © 2019, CrowdTwist. Confidential and Proprietary. CrowdTwist Named The Leader In Loyalty Technology Platforms “The references we spoke with see CrowdTwist as very customer-focused. One said, "I've never encountered a vendor so willing and useful in helping me achieve my goals." This glowing praise extends to CrowdTwist's "super simple" and easy-to-use interface and proactivity in bringing ideas to the table… For brands interested in building a loyalty program that focuses on driving deeper engagement with the brand, CrowdTwist's platform will be a good fit.” - The Forrester Wave™: Loyalty Technology Platforms, Q2 2019.
  35. 35. Thank you. Any Questions?

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