Daily Dose of Loyalty
By John Hennessy
Wyeth Consumer Healthcare’s Centrum multi-vitamin brand has launched Centrum “Pledge for Life.” The program gets customers to enroll and pledge to take a Centrum a day.
Members get a Centrum Pledge Pack (while supplies last) for signing up. The Pledge Pack includes an introduction to the program, a booklet – the Essential Guide to Vitamins and Your Health, and a daily reminder magnet.
The customer benefits of the program include:
- Exclusive vitamin and health news on a members-only Web site,
- An opportunity to receive a daily email reminder to stay on track,
- Quarterly email newsletters with timely articles about healthy living,
- The ability to participate in sweepstakes, and
- Instant downloadable coupons and special offers.
The program also rewards points to members for participating. Some of the ways participation earns points are:
- Reading Centrum Daily Essentials articles,
- Participating in Centrum Daily Essentials polls and surveys, and
- Sending friends Centrum Daily Essentials pass-alongs.
Points can be used for sweepstakes’ entries.
Centrum Daily Essentials is one component of the “Pledge for Life” program. You can enroll in The Centrum Daily Essentials program without participating in the “Pledge for Life” part. However, some amenities are reserved for those who upgrade to become “Pledge for Life” members.
Moderator’s Comment: Why are manufacturers doing programs like this online, on their own, rather than through a retailer?
Encouraging the use of a product doesn’t just increase sales, it increases customer enjoyment.
Even though most toothbrushes have color strips that wear off over time to indicate the need for replacement, many shoppers continue to use those brushes
beyond their intended life. That failure to buy is not a good customer experience.
I also recall a study a few years back where the last razor blade of a five-pack was used the same amount as the accumulated use of the first four blades.
The need to replenish was not top of mind. Remind me that it’s time to buy new blades and I’ll appreciate your help lowering the pain of the morning ritual while increasing my
loyalty to your brand.
Wyeth’s approach misses a way to be even more helpful to customers. The current model requires more effort than necessary on the part of customers.
Wyeth should work with one or several retailers to make a program like this easier for shoppers to enjoy. Through in-store communications, Wyeth would gain
greater program awareness and higher participation levels.
Retailer purchase information could be used to make sure the right shoppers were informed of the program. The program could even be modified slightly (a
la Centrum Silver) to reflect those with healthy lifestyles, vitamin buyers and members of other target groups for personalized appeals.
This approach shifts some of the burden off the shoulders of customers and onto Wyeth and their retailer partner; a fair exchange for increased sales. Everyone,
including the shoppers, benefits from the increased sales of this need-satisfying product. –
John Hennessy – Moderator