Coca-Cola has always been about providing a first-class customer experience and attaining a brand loyalty unlike most other marketers.
Now, Coca-Cola has revamped its My Coke Rewards loyalty program that launched in late January.
Some of the new rewards are related to VIP access to the hottest events of the season and tropical vacations in the middle of winter.
Loyalty program members can still cash in points for their favorite Coca-Cola beverage coupons and retailer gift cards, but the latest rewards appear in the form of unique, memorable experiences, such as cooking classes with celebrity chefs and premier tickets to sporting events.
Loyalty360 caught up with Coca-Cola spokeswoman Lauren Thompson for a fascinating interview about the refreshed My Coke Rewards loyalty program.
What factors prompted Coca-Cola to revamp its My Coke Rewards loyalty program and what are its goals for it?
Modernizing our loyalty program was essential to meeting the evolving desires and expectations of our consumers, brands, and partners. Members now have access to more valuable, experiential-type rewards for sharing content they are passionate about on social channels and mobile devices they use on a daily basis. It was essential that the program strive for seamless integration into the lives of members.
Did customer feedback play a role and, if so, in what way?
Consumer focus groups and user experience testing results were used to make decisions on the system mechanics, reward offerings, site design and naming conventions. Results of our 16-month BETA test proved strong with double-digit engagement growth.
How does Coca-Cola define Customer Loyalty and has that definition changed or evolved in recent years in the Era of the Empowered Customer?
Our original model was purely transactional, focused on product code entry. We wanted to find a way to reward members for engaging with us in the social space and sharing content; adding the “status” mechanic allows us to do that in a sustainable, scalable way. This dual currency model maintains loyalty among our legacy members through code entry and also rewards socially-active super fans for their 
advocacy.
Additionally, the program is optimized across mobile devices (accessible on-the-go), supports instantaneous offers, digital couponing, etc. – all things that today’s consumers expect from top brands.
What does Customer Experience mean to Coca-Cola?
Delivering little moments of happiness to our drinkers in the channels they naturally frequent, with relevant content tailored to their personal passions, tied to our brands, campaigns, and partnerships. And from a digital standpoint, it means combining accessibility, personalization, online and offline continuity, and loyalty perks to ensure a great consumer experience.
For example, My Coke Rewards members can now engage with interactive content and activities organized around their personal passions, such as cooking or fitness, to earn valuable perks. We’re able to tailor a user’s experience based on the content and brands they interact with onsite, self-select within their profile and provide at registration. This member-specific information allows us to deliver a personalized loyalty experience, appealing to those preferences in the form of relevant content, social activities, offers, and reward selections.