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Rapidly changing technology can give any marketer a big boost when it comes to customer loyalty.
For example, Kellogg Company and its highly successful Kellogg Family Rewards loyalty program.
Thanks to technology, the company announced enhancements to the loyalty program whereby millions of program members in the U.S. will now be able to collect their points automatically.
Members no longer will need to enter codes found on the inside of packages to collect points and earn rewards. In addition, more Kellogg brands are participating in the program, which means more purchases than ever provide points that can be redeemed for high-value coupons, gift cards, sweepstakes, and merchandise. Members can also donate to U.S. K-12 schools or a variety of hunger-relief charities.
Kellogg is the first consumer packaged goods company to use a combination of retailer frequent shopper integration and receipt scanning to collect points for purchase, according to a release. With these technology enhancements, points for Kellogg foods purchased at U.S. retailers with participating frequent shopper programs will automatically be added to members’ Kellogg's Family Rewards accounts when shoppers link their retailer membership number to Kellogg's Family Rewards.
For purchases at retail locations without participating frequent shopper programs, members can simply take a photo of their receipts with their mobile phones and text or upload them to Kellogg’s Family Rewards to collect their points. Members can also use a digital camera or scanner, and upload receipts from their computers, if they prefer.
According to AC Nielsen, more than 60% of U.S. households say loyalty programs are important in their shopping decisions. However, despite their popularity, one of the challenges people have with these programs is collecting and entering points tied to purchases.
“The Kellogg’s Family Rewards program is already a terrific benefit to our U.S. consumers; the website has more traffic than all other Kellogg U.S. websites combined,” said Larry Bruck, Kellogg Company vice president, Global Marketing. “We’re confident the new technology will encourage even more people to participate in the program since it's even easier to collect points to earn rewards.”
More U.S. Kellogg brands are now participating in Kellogg’s Family Rewards, including: Pringles, Murray and Murray Sugar Free cookies, Kellogg’s Origins cereal, Keebler Ready Crusts pie crusts, and Cheez-It Crunch’D.
Kellogg’s Family Rewards launched in June 2012.
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