Central Garden & Pet: Horse Care Loyalty Rewards

Central Garden & Pet Company is a leading American manufacturer and distributor in the garden and pet sectors, with over $1.8 billion in annual sales. They manufacture lawn and garden products such as plants, flowers, fertilizers, and pest control products, as well as pet products like grooming supplies, flea and tick control products, and pet food for dogs, cats, birds, fish, horses, and small animals. Their family of over 80 consumer and professional brands includes Earth’s Finest, Cadet, Horse Health Products, Pennington, Vita Flex, and Farnam.

Central Garden & Pet faced a need for first-party data, customer loyalty, and increased brand awareness and purchase frequency for their horse care brands, Horse Health Products, Farnam, and Vita Flex. They chose to partner with 3 tier logic to launch the Horse Care Loyalty Rewards program for customers in the United States. Program members purchase qualifying products to earn free products in return. This helps increase sales and purchasing, improve brand engagement and customer loyalty, and capture valuable user insights.

Program Objectives

• Influence initial purchases

• Increase brand awareness and loyalty

• Improve purchase frequency

• Nurture brand engagement

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to configure a consumer portal for Central Garden & Pet’s Horse Care Loyalty Rewards program, leveraging the following modules:

• Contests & Promotions

• Purchase Receipt Validation

• Loyalty, Rewards & Gamification

• Data Capture & Analytics

Under the promotion, consumers purchase qualifying Horse Health Products, Farnam, and Vita Flex horse care products from participating in-store or online retailers in order to earn free products. 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 consumers have purchased and validated five products, they receive the sixth one for free. Program members can continuously purchase, validate, and receive multiple products on an ongoing basis.

PLATFORM³’s Data Capture & Analytics module gives Central Garden & Pet the ability to track the loyalty program’s progress and growth in real-time and gain meaningful insights into their consumers’ site activity and behavior. They capture important information about users’ purchasing habits and product preferences through their receipt uploads. Central Garden & Pet is able to use this data to make strategic decisions and determine how to better fulfill their customers’ needs. It also helps them design future promotions and continue to increase purchase frequency, drive brand engagement, and foster customer loyalty.