Kellogg Company and Aimia Power Consumer Loyalty with the Kellogg's Family
Aimia's data-driven loyalty and rewards model provides mutual benefits to
families and Kellogg Company
BATTLE CREEK, Mich. and MINNEAPOLIS, March 26, 2013
BATTLE CREEK, Mich. and MINNEAPOLIS, March 26, 2013 /PRNewswire/ --Loyalty
programs are essential tools in the savvy marketer's arsenal for building
brand trust and affinity with customers. The importance of having a strong
loyalty program was on display as Kellogg presented recently at Loyalty Expo
in Orlando about the Kellogg's Family Rewards™ consumer-loyalty program.
Launched in June 2012, the program has not only strengthened the relationship
between families and all of the company's brands, but is producing useful data
that brings new intelligence and insights to Kellogg on consumer buying
This targeted approach has paid off. The Kellogg's Family Rewards™ program
membership is growing rapidly and now covers a majority of Kellogg products
including cereals, frozen foods and snacks. The Kellogg's Family Rewards™
program has been such a significant asset for the company that national
promotions, retail-specific offers, and brand promotions are now being run
through the program. The program has brought greater efficiency and greater
flexibility to marketing budgets since multiple products share an umbrella
loyalty program, but still retain their individual appeal.
"When developing this program, we recognized the need to have a platform that
would integrate multiple products across Kellogg's brands and extend across
all brand promotions," said Dan Keller, Vice President - CRM and Loyalty at
Kellogg Company. "We partnered with Aimia to develop the program, and in
addition to driving loyalty, we've also been able to make data-driven
marketing decisions which is critical in this competitive market."
Aimia's development of the platform for the Kellogg's Family Rewards™ program
was guided by the intelligence and insights that are possible through the
intersection of technology and marketing. Aimia's proprietary platform assigns
a value to each code based on product, size and item cost, but also factors in
a bonus point structure and national promotion overlays. The data that is
generated when the consumer enters codes is analyzed to more effectively
target promotions and offers to specific members. Aimia also provides
data-driven catalogue technology for the program, which includes exclusive
reward previews and member-specific reward items. As a result, Kellogg expects
to see increased engagement with consumers and increased loyalty to products
and its brands.
"Kellogg appreciated the importance of understanding their customers and what
motivates them," said Jay Lee, Chief Strategy Officer, US Region, Aimia.
"Leveraging insights from consumer data allows companies to get the right
offer to the right customers via the right channels, fostering a strong,
two-way consumer loyalty relationship while building a sustainable competitive
advantage for the company."
To learn more about Kellogg's Family Rewards™ visit
About Kellogg Company
At Kellogg Company (NYSE: K), we are driven to enrich and delight the world
through foods and brands that matter. With 2012 sales of $14.2 billion,
Kellogg is the world's leading cereal company; second largest producer of
cookies, crackers and savory snacks; and a leading North American frozen foods
company. Every day, our well-loved brands nourish families so they can
flourish and thrive. These brands include Kellogg's®, Keebler®, Special K®,
Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice Krispies®, Kashi®,
Cheez-It®, Eggo®, Coco Pops®, Mini-Wheats®, and many more. Because we believe
in the power of breakfast, we focus our philanthropic efforts global hunger
relief through our Breakfasts for Better Days™ initiative, providing 1 billion
servings of cereal and snacks - more than half of which are breakfasts - to
children and families in need by the end of 2016. To learn more about our
responsible business leadership, foods that delight and how we strive to make
a difference in our communities around the world, visit
Aimia is a global leader in loyalty management. Aimia's unique capabilities
include proven expertise in delivering proprietary loyalty services, launching
and managing coalition loyalty programs, creating value through loyalty
analytics and driving innovation in the emerging digital and mobile spaces.
Aimia owns and operates Aeroplan, Canada's premier coalition loyalty program
and Nectar, the United Kingdom's largest coalition loyalty program. In
addition, Aimia has majority equity positions in Air Miles Middle East and
Nectar Italia as well as a minority position in Club Premier, Mexico's leading
coalition loyalty program and Cardlytics, a US-based private company operating
in transaction-driven marketing for electronic banking.
Aimia is a Canadian public company listed on the Toronto Stock Exchange (TSX:
AIM) and has over 4,000 employees in more than 20 countries around the world.
For more information about Aimia, please visit www.aimia.com.
For Kellogg Company:
Kellogg Media Hotline
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