How an FMCG company can get closer to consumers thanks to a custom loyalty program
Flavorsome’s story: a fictional FMCG company with a real challenge
If you’ve been following us for some time, chances are you’ve come across our articles featuring fictional customer cases. These cases are designed to show you in live the full potential of our two modules, Qualifio Engage and Qualifio Loyalty.
This way, you can already test the custom loyalty programs of Olympique Bruxellois, a fictional football club, or La Voz de España, a fictional news media, willing to boost their revenue through community engagement and loyalty.
In this article, we invite you to try out a third loyalty program offered by Flavorsome, a large consumer goods company based in Europe. The group has three main brands, each with its own distinctive focus:
- RefreshMe, specialises in hot and cold beverages — coffee, tea, juices, soft drinks, water, and more catering for every taste.
- GourmetMeals, specialises in ready meals and condiments, such as sauces, stock cubes and spice mixes to add flavour to dishes.
- SweetEats, specialises in sweet products such as ice cream, chocolate, biscuits and baking mixes to make delicious desserts.
Today, the FMCG industry faces a big challenge: data.
They need first-party and zero-party data to understand what consumers want and provide personalised experiences. However, consumers are now much more selective about what data they share, with whom and for what purpose.
For that matter, FMCG companies need to focus on individual consumers and find new, innovative ways to keep them engaged. In other words, they need to build a closer relationship with their community.
In addition to that, FMCG companies have other challenges to overcome, such as:
- Boosting their brand awareness and visibility to attract more visitors to their website and grow their customer database.
- Segmenting their data to turn unknown customers into known individuals and deliver relevant messages.
- Incorporating sustainability into their business strategy and ramping up their efforts in this area to keep up with consumer demands.
Flavorsome’s custom loyalty program
The Flavorsome group has set up a loyalty program called “FoodLovers” that rewards consumers for all the interactions they have with the group’s brands. The program is hosted on a dedicated website with four sections:
- The portal. In the portal, consumers can see their progress in the “FoodLovers” program, refer it and exchange points for rewards.
- The games. Here, consumers can have fun by playing different brand-inspired games.
- The “what do you like?” section. In this section, consumers can give their opinion on Flavorsome products and earn point for that.
- The recipes. Consumers can read delicious recipes made with Flavorsome products and earn points.
Loyalty programs pain points to avoid
Implementing a custom loyalty program is a highly effective marketing strategy to retain consumers and maintain certain proximity by proposing different ways to interact with your brand. But there are some pain points to keep in mind:
- Loyalty fatigue: too many programs are available, and consumers don’t know where to turn.
- Unsatisfactory rewards: consumers may not find the rewards offered by loyalty programs compelling enough to maintain their interest and participation.
- Complexity in the program process: consumers may find loyalty programs complicated to navigate and understand, leading to frustration and disengagement.
- Perception of pointlessness: in certain cases, loyalty programs may be perceived by consumers as meaningless or lacking value, diminishing their motivation to actively participate.
To mitigate these pain points, brands can employ various strategies:
- Create omnichannel experiences: by integrating multiple channels and touchpoints, brands can provide seamless and consistent experiences to consumers, making it easier for them to engage with the loyalty program.
- Encourage consumer engagement through interactivity: offering quizzes, tests and other games can boost consumer engagement and make the loyalty program more enjoyable.
- Make consumers feel involved: making consumers feel like active participants in the loyalty program, such as seeking their input and feedback, can enhance their connection to the brand.
- Personalise your rewards: tailoring rewards based on individual preferences can significantly enhance the perceived value and relevance of the loyalty program for each consumer.
Don’t forget that consumers prefer a brand because of the added value it brings them and the satisfaction they get from it. When creating your loyalty program, make sure to take this into account 😉
Test the program yourself!
It’s time to put yourself in the shoes of a member of “FoodLovers”, interact with the brand’s group, play and earn points!
Follow these steps to join Flavorsome’s loyalty program:
- Go to Flavorsome’s dedicated website.
- Identify yourself by using your Gmail address or your Qualifio credentials (only for Qualifio users).
- Play Flavorsome’s different games, read the recipes, subscribe to the group’s newsletter, answer a survey, earn points and discover the (fictive) rewards you could earn with these points.
We hope you’ll enjoy interacting with Flavorsome! If you have any questions or want to create the same kind of program for your audience, don’t hesitate to contact us. We’ll be glad to show you how Qualifio modules can help you to reach your marketing goals.