Pepperidge Farm Rewards Program
In April, Pepperidge Farm launched its first digital rewards program for consumers on PepperidgeFarmReward.com. The eight-week program rewards Pepperidge Farm® consumers with a local beauty treatment or health & wellness session when they purchase three loaves of Pepperidge Farm Farmhouse™ or Whole Grain sandwich bread between April 19 and June 19, 2016, and upload their receipts on the microsite. When a customer earns a reward, they receive a reward code via email that can be redeemed on the program’s microsite.
The loyalty rewards program is in all markets where Pepperidge Farm Farmhouse™ and Whole Grain breads are distributed. The experiential rewards include manicures/pedicures, hair styling, makeup applications, fitness classes, personal training sessions, yoga or Pilates classes, roller skating passes, nutritional consultations, and more.
“We’re connecting with our consumers in a new, intimate way,” said Hector Briones-Sanchez, Business Director of Fresh and Frozen Bakery, Pepperidge Farm. “Life can be hectic, and this loyalty program is our opportunity to give consumers the relaxing and personalized experience they deserve with local businesses. For Pepperidge Farm, the care we put into our products extends to caring for our consumers.”
What do you think of this short term rewards program? Personally, I am hoping that they view this effort as a test and a way to learn more about their customers. Perhaps, a starting point for the brand to develop a long-term strategy to engage, keep and grow their customer relationships.