Consumer food products manufacturer Pepperidge Farm has launched its first digital rewards programme for consumers on PepperidgeFarmReward.com. The programme, which lasts for eight weeks, rewards members with a local beauty treatment or health and wellness session for purchasing Pepperidge Farm products. Who knew that carbs could be so rewarding?
The programme allows members to earn rewards when they purchase three loaves of Pepperidge Farm Farmhouse or Whole Grain sandwich bread between April 19 and June 19, 2016, and upload their receipts on the microsite. They will then receive a reward code via email that can be redeemed on the microsite. The programme is in all markets where Pepperidge Farm Farmhouse and Whole Grain breads are distributed.
Loyalty rewards include manicures/pedicures, hair styling, makeup applications, fitness classes, personal training sessions, yoga or Pilates classes, roller skating passes, nutritional consultations, and more. Money quote from Hector Briones-Sanchez, Business Director of Fresh and Frozen Bakery, Pepperidge Farm:
"We're connecting with our consumers in a new, intimate way. Life can be hectic, and this loyalty programme is our opportunity to give consumers the relaxing and personalised experience they deserve with local businesses. For Pepperidge Farm, the care we put into our products extends to caring for our consumers."
The Bullet Point: It's always nice to see consumer packaged goods (CPG) brands using recognition and reward to build direct relationships with their best customers. By the nature of its limited run, this programme is really a promotion rather than a true loyalty programme, which is designed to build relationship equity over the customer lifecycle. The resulting data from the programme may, however, prove fruitful enough that Pepperidge Farm will bring the programme back as a long term investment in customer relationships. In the meantime, Pepperidge Farm customers will get to enjoy a little pampering.
Learn more about the programme here.