CPG Loyalty Unlocked:

US: Inflation Concerns Tempering Consumer Confidence.

Concerns about inflation, coupled with the growth of private labels, are prompting established CPG brands to focus on differentiation and innovative promotions.

Europe: Adopting Money-Saving Strategies

The economic instability in Europe is driving consumers towards cost efficiency, a trend clearly reflected in the growing popularity of private labels.

Key Takeaways:

• Brand loyalty now hinges on personalized engagement.
• Young, affluent groups show stronger loyalty tendencies, especially in retail and grocery categories.
• 18% of loyal consumers drive 41% of CPG sales.
• The landscape is dynamic, with affordability influencing even the most loyal consumers.

Key Takeaways:

• CPG consumers increasingly prioritize easy, high-quality, cross-channel experiences.
• A majority (71%) of US/European households are omnichannel shoppers.
• Omnichannel shoppers create more sales with larger basket sizes than in-store-only shoppers.

Key Takeaways:

• Rapid adaptation to changing consumer values is a priority for over 90% of CPG brands.
• Over half of global consumers prioritize brand purpose and ESG factors in purchasing.
• Balancing affordability with sustainability is a growing challenge in the US, with a rising trust gap in consumer perceptions of sustainable products.

Key Takeaways:

• DTC channels are significant CPG revenue drivers and are crucial for gathering consumer data.
• European CPG brands are ramping up DTC strategies to grow their sales.
• 70% of CPG brands, especially those without DTC plans, prioritize loyalty programs to compete with private labels.

Liquid Death partnered with Live Nation on a gift-with-purchase promotion to raise awareness of its canned drinking water range. Consumers were invited to submit theair receipts on any qualifying purchase to receive a Snipp-processed coupon for concert tickets.

Nescafé combined instant win and sweepstakes to enhance engagement with its 'Get Rich Quick' promotion. Consumers could submit a photo of their receipt from any qualifying purchase of Nescafé Rich products to win instant prizes and enter a $50,000 sweepstakes grand prize draw, managed by Snipp’s platform.

Through its loyalty program Good Rewards, General Mills partnered with the Fetch app to reward members for their purchases. The program collects data from receipts, providing insights into consumers' overall buying habits and enabling personalized discounts. Within 3 months of launch, it gained over a million members, who bought 1.5 times more General Mills brands than average Fetch shoppers.

L'Oreal’s Connected Lipstick Device - YSL Rouge Sur Mesure - transforms cosmetics shopping by blending digital and physical elements. Using augmented reality (AR), consumers can design their own lipstick shades, which are then printed by the device--enabling them to carry 1,000 shades of lipstick in their purse! By combining online engagement with tangible product interaction, L’Oréal not only gathers valuable consumer data at every touchpoint but also offers high levels of customization and interaction.

UK brand Charlotte Tilbury’s s ‘Shop with Friends’ is a virtual shopping platform that emulates an in-store experience online, complete with a virtual guide named “Magic Charlotte.” It allows consumers to explore products and access makeup and skincare tutorials from home. Consumers can even invite friends and family to the virtual store, creating a multiplayer experience where they can together navigate the environment.

Known for its immersive labels, 19 Crimes uses AR to provide interactive storytelling experiences that extend beyond traditional product usage. Its recent launch of limited-edition Halloween wines featured Dracula and Frankenstein on glow-in-the-dark labels, leading to a spooky AR experience!

The cat food brand Smalls, known for its human-grade products, cleverly integrated QR codes into their New York City outdoor ads in subway stations, making it easier for commuters to access its website directly. By transforming a traditional static ad into an interactive experience, the brand effectively fostered two-way engagement between itself and its consumers.

Instacart is set to provide brands with category-specific buying data, helping them to build larger audiences in its marketplace.

Similarly, DoorDash launched an advertising solutions suite in 2022 to help brands reach their 20 million monthly consumers.

Clorox uses Sam's Club's Member Access Platform (MAP) to gain deeper consumer behavior insights, including itemized sales, new buyer patterns, and in-club search attribution. This partnership gives Clorox access to new data dimensions, such as household reach and purchase channels, significantly improving its campaign targeting capabilities.

Snipp Interactive and Bank of America Partnership: Snipp's Payments Media Network and Bank of America alliance delivers brand-funded rewards on everyday items in categories like food, pet, and health & beauty products. CPG brands can reach millions of shoppers with targeted, SKU level offers redeemable online and in-store via their bank’s mobile app or website. Brands also gain quicker insights into campaign performance and ROI.

Sephora Beauty Insider Program: With over 34 million members, Sephora’s Beauty Insider is generally regarded as one of the best loyalty programs in the US. To keep consumers coming back, Sephora balances gamification with classic value-based rewards. This encourages more brand interaction and helps Sephora create personalized experiences, such as birthday treats.

A cash-back rewards app that provides rebates on in-store and online purchases at various retailers. Users earn by submitting shopping receipts or via the app and browser extension, redeeming cash back to a bank, PayPal, or as gift cards.

A coalition loyalty platform, Brand Wallet integrates multiple brand loyalty programs into one app. Consumers earn rewards by scanning QR codes on products, enhancing data sharing and consumer insights for partnered brands.

Nissin Foods plans to introduce a new paper design for its Cup Noodles in early 2024, replacing the polystyrene cup used since the product launched in 1973. The new packaging will be made of recycled fiber and paper, with no plastic wrap or polystyrene, aligning with its broader mission to reach carbon neutrality by 2050.

Procter & Gamble launched its loyalty program, Good Everyday, with a dual mission in mind: to build loyalty and make the world a better place. Purpose-led partners are a core component of the experience, with members earning points that can be donated as charitable contributions.

Marks & Spencer donates to purpose-led organizations such as Cool Earth, The Marine Protection Society, and others every time a consumer purchases from the brand. By doing this, the brand demonstrates its dedication to social causes while incentivizing its consumers to make more conscious shopping decisions.

The IAMS Checkup Challenge loyalty program offered pet parents who spent $40 or more on IAMS products a significant discount on their annual vet visit. Validated by Snipp’s platform, this program allowed IAMS to demonstrate fellowship to its community and provide financial support during tough times.

Kahlúa’s Coffee for Good project in Veracruz, Mexico, focuses on supply chain traceability and sustainability. Kahlúa supports and empowers local coffee-growing communities with advanced farming techniques to boost yields and combat climate change, and provides training in diversified crop cultivation -- ensuring that all coffee used in their products is sustainably sourced.

Unilever's #CleanTok Partnership with TikTok: Unilever's #CleanTok campaign has been a resounding success, racking up an incredible 98.5 billion views. The campaign featured animated cleaning products in a series called "Dirty Deeds: A Kitchen Crime," driving a 30% surge in traffic to Unilever's Cleanipedia portal. The campaign effectively appealed to new audiences, particularly Gen Z, influencing a 38% increase in young adults buying its Cif Cream Cleaner in the UK.

Three Olives' AI-Powered Party Builder: Three Olives, a vodka brand, has introduced "The Generager," an AI-powered tool that allows consumers to design and share personalized party themes on social media. This interactive marketing approach offers consumers a unique experience with the brand and the chance to win real-life parties and additional prizes.

Stryx's Engagement Through Comments: Stryx, a men's beauty brand, effectively utilizes TikTok to redefine beauty standards and normalize makeup for men. By creating videos based on user comments, Stryx drives community engagement and provides direct consumer interaction. This strategy has been instrumental in starting conversations around men's beauty and addressing societal stigmas.

Heinz's ‘Swift’ Response to Pop Culture Trends: Heinz demonstrated impressive agility by promptly creating a new condiment, 'Seemingly Ranch,' inspired by a viral Taylor Swift moment. Executed in under 24 hours, this move allowed Heinz to tap into a cultural phenomenon and leverage Taylor Swift’s popularity -- enhancing brand relevance and consumer engagement.

Aura Bora's Dynamic Flavor Strategy for Consumer Engagement: Aura Bora, a sparkling water startup, maintains a dynamic and engaging brand by introducing new, limited-time flavors every two months. With unique flavor combinations, Aura Bora has significantly expanded its presence in over 2,000 retail locations, including Whole Foods and Walmart. Regularly introducing limited-edition drops not only generates excitement but also drives repeat purchases, contributing to its growth and market penetration.

L’Oréal’s Consumer-Driven Innovation: L’Oréal utilizes its 3 global innovation hubs and 20 local research centers to detect shifting consumer trends and transform them into globally relevant products. This approach allows L’Oréal to continually update its product portfolio, ensuring it aligns with areas of high consumer demand.