Loyalty One

When Coca-Cola launched its landmark My Coke Rewards program in February 2006, the fizzy, thirst-quenching leader was at the front edge of an emerging, bubbling trend: the rise of CPG efforts in the loyalty space. Consumer packaged goods companies had long harbored “data envy” toward their retail counterparts, who could easily gather consumer transactional data. And with some retailers beginning to use increased analytics capabilities to gain new insights into shoppers through loyalty and other data, CPGs realized they needed to build their own consumer databases and leverage them to foster customer relationships.