Animal Nutritional Products: Consumer Rewards Program

Did you know that the average racehorse in the derby consumes 35,000 calories a day? That’s a lot of horse feed! Thanks to our latest enterprise-grade Loyalty program launch, we’re learning facts like these (and you can, too)!

The animal nutrition line of an American global food corporation with products and services in agriculture, beauty, food & beverage industries and more faced a need for greater brand engagement, customer loyalty and program growth. After running their Consumer Rewards loyalty program for two years with another SaaS company, they were unsatisfied with the service and results they were getting. The corporation sent out a global RFP, which 3 tier logic entered and won. The typical customer churn rate for SaaS companies is 5.9% which made winning this RFP a remarkable success for 3 tier logic. 

In a short window of six weeks, 3 tier logic was able to meet the tight deadlines to relaunch the new and improved Consumer Rewards loyalty program. The work behind this included migrating existing members and their points to PLATFORM³, incorporating enhanced program functionalities, establishing new API integrations with two existing connections and creating the user interface. 

The animal nutrition line’s consumers typically work in the agricultural industry, an ordinarily challenging industry for Loyalty programs to succeed due to the lack of desire for digital participation. Despite this, this Consumer Rewards loyalty program has over 40,000 active users (and growing)! Consumers earn points by purchasing qualifying brand products, watching educational videos, connecting to the brand on social media, taking quizzes or surveys, or reading blogs to learn about the products. They can then redeem those points for coupons, physical or digital rewards, a sweepstakes entry, or even donations towards a life-changing animal organization. These rewards and prizes can help drive sales, increase purchase frequency and brand engagement and capture valuable consumer insights.

Program Objectives

  • Expand the program to new users

  • Drive brand awareness

  • Build brand engagement and loyalty

  • Collect customer data for segmentation

  • Strategize for growth

  • Boost ROI

Strategy

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

  • Contests and Promotions

  • Purchase Receipt Validation

  • Loyalty, Rewards & Gamification

  • Targeted Couponing 

  • Social Content Sharing

  • Shopper Messaging 

  • Data Capture & Analytics 

  • CRM Database

  • Custom Quizzes, Polls & Surveys

Under the promotion, consumers purchase qualifying brand products from participating in-store or online retailers to earn points and redeem them for rewards. Consumers 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 uploading a picture of their receipt to the consumer portal. The technology can accurately read various formats of receipts and invoices, including PDF, PNG, XL, and even photos of handwritten documents. PLATFORM³’s Purchase Receipt Validation technology can also accurately scan receipts from various retailers with different internal numbering systems. With over 40,000 users, this technology can handle many complex receipts. Once consumers’ purchases are validated, consumers are rewarded with points. Every $1 of brand products is worth 10 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 refer a friend, take a survey, read a blog, watch a video, or visit the brand’s social media channels. Connecting to social media is worth 5 points, reading or watching educational content is worth 10 points, and taking a survey or quiz is worth 50 points.

The points they earn by participating in the program can be redeemed for brand merchandise, such as jackets, toques, stickers, baseball caps, t-shirts, tote bags, and pet products. They can also redeem their points for coupons or donate points to a life-changing animal organization.

PLATFORM³’s Data Capture & Analytics module allows the brand to track the loyalty program’s progress and growth in real-time and collect deeper insights into their consumers. They learn about their consumers’ purchasing habits and product preferences through receipt uploads and capture important information about their interests and behaviors via the surveys. For example, they can ask consumers which animals they own or whether they plan to add more animals to their family this year. By knowing which animals consumers are purchasing for, the brand can send targeted messaging for different types of feed to move consumers along the marketing funnel.

By moving its Consumer Rewards loyalty program over to PLATFORM³, this animal nutrition line can maintain and grow its customer loyalty. They can use the first-party data gathered from the program to make well-informed business decisions, determine how to serve their customers better and anticipate their needs. 3 tier logic’s top-tier services team has been able to help the brand strategize paths forward for growth, ensuring that the brand hits its goals each quarter. Altogether, this helps the animal nutrition line design future marketing promotions, drive sales, and increase brand engagement and customer loyalty.

Marketing Teamwhite-label