Bimbo Canada: Vachon Market Consumer Rewards

Bimbo Canada is a Canadian producer and distributor of packaged bread and bakery products whose brands include POM, Dempster’s, Weight Watchers, and Vachon. Their brands primarily offer products like sliced bread, bagels, tortillas, and hamburger and hot dog buns, while Vachon Bakery offers snack cakes and pastries from brands like May West, Jos Louis, and Hostess.

Cossette Communication Inc. and their client, Bimbo Canada, was facing a need for first-party data, brand engagement, and customer loyalty. After activating seven short-term programs with 3 tier logic, they chose to partner with 3 tier logic to launch the Vachon Market Consumer Rewards loyalty program for customers in Canada. Consumers earn points by purchasing qualifying Vachon products, participating in spin-and-wins, answering surveys and quizzes, entering sweepstakes and contests, and inviting others to participate in the program. They can then redeem those points for rewards. This helps drive sales, increase purchase frequency and brand engagement, and capture valuable consumer insights.

Program Objectives

• Influence initial purchases

• Drive brand awareness

• Increase purchasing frequency

• Build brand engagement and loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to configure a consumer portal for Bimbo Canada’s Vachon Market Consumer Rewards loyalty program, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Loyalty, Rewards & Gamification

• Data Capture & Analytics

Under the promotion, consumers purchase qualifying Vachon products from participating in-store or online retailers in order to earn points, referred to as JoyBucks, and redeem them for rewards. To start, consumers can register on the consumer portal before or after making a qualifying purchase. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchases by registering and uploading a picture of their receipt to the consumer portal. Once their purchases have been validated, consumers are rewarded with points. Every purchase of Vachon’s maple-flavored snack cakes is worth 500 points, while any other Vachon product is worth 50 points.

With PLATFORM³’s Loyalty, Rewards & Gamification module, consumers can also earn points in other ways. In addition to uploading and validating receipts, they can also subscribe to Vachon’s newsletter, invite other people to join the program, send points to other program members, and log into Vachon Market for 7 consecutive days. They can also participate in a spin-and-win wheel, complete a quiz about Vachon products, and answer daily questions and weekly surveys.

The points that they earn by participating in the program can be redeemed for brand merchandise, such as water bottles, toques, stickers, temporary tattoos, baseball caps, t-shirts, and tote bags. They can also redeem their points for entries into contests and sweepstakes.

PLATFORM³’s Data Capture & Analytics module gives Bimbo Canada the ability to track the loyalty program’s progress and growth in real-time and collect deeper insights into their consumers. Not only do they learn about their consumers’ purchasing habits and product preferences through their receipt uploads, but they also capture important information about their interests and behaviors via the aforementioned daily questions and weekly surveys. For example, they can ask consumers when they purchased their first Vachon product, whether they plan to purchase Vachon’s limited-edition flavors, and so on.

Bimbo Canada is able to use this data to make well-informed business decisions and determine how to better serve their customers and fulfill their needs. It also helps them design future marketing promotions and continue to drive sales, increase brand engagement and customer loyalty, and capture meaningful user first-party data.