ORLANDO -- Three years ago, Kellogg Company set out to establish 1-to-1 relationships with its best shoppers, leveraging marketing strategies and insights to increase loyalty for the century-old brand.
Dan Keller, Vice President, CRM & Loyalty, Kellogg Company, told attendees at the 6th annual Loyalty Expo that the goal was to build lasting consumer/shopper relationships to sell more both today and tomorrow.
“We wanted to build scale, segment and learn, engage and activate, measure lift (ROI), partner with retail customers....