Dannon Rolls Out First Loyalty Program Across All Brands
The program, Dannonomics, celebrates the firm’s 90 years of making fresh dairy products and offers consumers purchase incentives through October, including ways to earn up to $15 in savings through instant coupons and mail-in rewards.
Participating brands include Dannon, Activia, DanActive, Danimals, Light & Fit and Dan-o-nino.
At www.dannonomics.com, visitors will find all of the details about the promotion. For example, if a customer buys $15 worth of any Dannon brand, she will get $3 in coupons. A send-to-a-friend link lets visitors share word of the promotion with friends and family. The promotion can also be easily shared via a number of social networking sites, including Facebook and MySpace.
“As consumers re-evaluate their spending and focus on finding value, better-for-you food options shouldn’t have to be a sacrifice,” says Eric O’Toole, senior vice president sales at Dannon.
Supporting the campaign, created by Dannon and Marketing Drive, are TV spots, in-store materials, messaging on lids and wraps of Dannon packages, and magazine coupon inserts.
— Patricia Odell
U.S. LOYALTY MEMBERSHIP BY THE NUMBERS (in millions)
| Financial Services | 422.0 |
| Airline | 277.4 |
| Specialty Retail | 191.3 |
| Hotel | 161.8 |
| Grocery | 153.3 |
| Mass Merchants | 124.8 |
| Gaming | 106.0 |
| Department Stores | 92.8 |
| Drug Stores | 73.9 |
| Fuel Convenience | 51.2 |
| Restaurant | 13.7 |
| Car Rental and Cruises | 10.7 |
| Other | 127.9 |
| Source: Colloquy | |
DID YOU KNOW?
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For the average brand, approximately one-third of all highly loyal consumers in 2007 completely defected to another brand in the same category in 2008, according to a recent CMO Council report.
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According to the report, the reasons for the decline for many major brands was not just because of churn or defection but because those brands had greater difficulty converting new buyers to replace the lapsed loyalists who left or cut back on the brand.
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Financial analysis of selected leading brands — all blinded in the report — determined that they could have seen annual revenue increases of between 4% and 25% in 2008 if they had prevented their highly loyal customers from reducing or abandoning their buying.
Got an incentives tip to share? Contact Patricia Odell at [email protected]
