Dole Foods will give its customers $10 towards online shopping on every package. In an ambitious attempt to implement a brand loyalty program, Dole Foods has joined with online promotions firm SoftCoin to launch a ‘dole.com/deals’ in-pack promotion on its successful Dole Fruit Bowls brand. Offering online spending money at partner retailers, targeted at consumer interests, should indeed help Dole keep its customers loyal.
Consumers who buy specially-marked Dole Fruit Bowls four-packs at supermarkets and convenience stores throughout the US can find a unique code inside each package entitling them to $10 to spend at one of seven online retailers that target the interests and demographics of its consumers, including Art.com, Cooking.com, KBkids.com, StacksandStacks.com, StyleShopDirect.com and SunglassHut.com. Consumers activate the unique code
at Dole’s own website by creating an account for the promotion and depositing their codes there. Every new code gives consumers a $10 limit to spend at one of Dole’s online retail partners.
SoftCoin’s technology integrates the Dole site with each of the partner retailer sites. SoftCoin also gives Dole marketing managers tools to monitor promotion performance and analytical reports on data collected, in addition to providing Internet customer support for the program. This system keeps Dole’s objectives in line with the primary goals any customer loyalty
program should have – to capture up-to-date information on customer purchase behaviors, demographics, and lifestyle information. This information can then be mined to understand the next product or product enhancement the customer is likely to purchase. Through SoftCoin, Dole can achieve these goals and share the resulting information with participating retailers in real time.
According to Dole’s Vice President of Marketing Services, Marty Ordman, “SoftCoin’s system allows us to offer our consumers a very powerful incentive to purchase that is actually very easy to redeem – through our own Dole site – at premier online retailers that meet our consumers’ interests.” With the new dole.com/deals promotion, Dole Foods hopes to get started toward more loyal relationships, and provide a great experience to the right customers. Over time, if the company can maintain and expand its retail partnerships, it will produce the desired ‘loyalty effect’ and ultimately improve Dole’s bottom line.
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