CASE STUDY: HOW KELLOGG LEVERAGES CUSTOMER CENTRIC DATA TO BUILD REAL RELATIONSHIPS

KelloggCover.jpg

Summary: Kellogg Company, the Battle Creek, MI-based maker of famed brands such as Special K®, Frosted Flakes®, Keebler®, and Eggo® wanted to identify their most valuable households, engage with them, and gain direct access to transaction data to enable more timely and relevant communications to them. The 107-year-old company chose Aimia to help develop the Kellogg’s Family Rewards® Program, which leverages Aimia’s proprietary Code-In-Pack technology that allows consumers to collect points for each Kellogg product purchase and redeem those points for rewards. Launched in June 2012, the program allows Kellogg to build powerful consumer buying profiles and gain robust, actionable consumer insights that will help drive future promotions and initiatives.

The Challenge

Transaction data provides valuable insights into consumer buying behaviour. But retailers, not manufacturers, have historically gathered and maintained exclusive access to this data.

Kellogg needed to address three key challenges:

  • Identify, retain and grow key household relationships
  • Build one-to-one relationships with end users
  • Deliver personalized, relevant messages and promotions to end users