GraceKennedy, the Jamaican-based conglomerate, faced a conundrum when it first looked into loyalty marketing. Should each vertical have its own program, or should it be a coalition of the company’s brands? It went with the latter.
“We have five subsidiaries that participate in the program,” explains Tricia Martin, customer loyalty and engagement lead for GraceKennedy. “It’s not available to all subsidiaries, as of yet, in the group. We have grocery....