Posted by: MARS ShopTalk | May 6, 2013
We all know retailers have loyalty programs and brands often do too (a la Coke Rewards). But rarely do the two intersect – until now. Dollar General and Mountain Dew have joined forces to put a new twist on loyalty. From February 27 to November 30th, shoppers who buy Mountain Dew at Dollar General receive codes printed on their store receipt that they can enter on a promotional website to buy a variety of NASCAR merchandise. The effort grew out of the recognition that Dollar General shoppers over-index for Mountain Dew, NASCAR and country music.
With cross-channel shopping at an all-time high, retailers are searching for ways to keep their shoppers coming back to their shores, thus capturing a greater share of trips. This effort is among the first to reward shoppers for buying a specific brand at a specific retailer – creating a win-win-win for shoppers, brands and retailers alike.