eBay and Dr Pepper join forces for new loyalty scheme
A joint effort by Dr Pepper/Seven Up (DPSU) and eBay is to bring millions of consumers a loyalty programme which is aimed at strengthening customer relationships and driving trial sampling of new products, including Dr Pepper, 7-Up, Sunkist, A&W Root Beer, and Canada Dry.
The online loyalty programme, Liquid Loot, is to be launched in June 2003, with points being credited to members' accounts using special codes marked on DPSU's branded products.
The Liquid Loot points can then be used to bid on special prizes and awards in an auction-style process. And, apart from being rewarded with DPSU merchandise, consumers will also be able to bid on a variety of music and entertainment items such as CDs and concert tickets.
Other benefits Programme members can also choose to receive e-mail updates to let them know about new items in the programme's special auctions, and to keep them informed about their current points balance. Members will also be given electronic coupons that offer them the opportunity to sample new and existing DPSU products.
"We believe our relationship with eBay will help increase volume for our brands by allowing us to develop and maintain long-term online relationships with our consumers," said Mike McGrath, COO for Dr Pepper/Seven Up. "eBay is a significant part of pop culture, and is used by all types of consumers."
For more information: · Visit Dr Pepper/Seven Up at http://www.dpsu.com · Watch for Liquid Loot at http://www.liquidloot.com