FMCG companies are reassessing their loyalty programme strategies, as traditional models struggle to enhance deeper customer engagement. To achieve meaningful results, these strategies must be tailored to the unique needs, product, and operational strengths of each company, usually at the brand level, ensuring a more personalised approach to customer retention and growth. Euromonitor International, in collaboration with Federico Couret from Loyalty & Reward Co. offers an in-depth analysis of the loyalty tactics used by top FMCG companies to maintain a competitive edge.
Shifting strategies in the age of direct consumer engagement
Historically, fast-moving consumer goods (FMCGs) were sold through a wide network of physical retailers and supermarkets. Brands relied on these outlets to drive incremental sales, build brand preference and develop consumer habits, often coordinating promotions such as gifts with purchase, discounts, or 2-for-1 offers. In return, brands provided rebates to retailers for fulfilling these offers.
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