Jan Wikman, VP Sales & Operations, Greencentives™ recently previewed the EcoBonus.org consumer loyalty program to large audience at the Sustainability Summit for the Food Marketing Institute, an industry trade group representing 3/4 all the food sold in the United States.
In part, she was tackling the tricky question posed to Matthew Holtry of TriplePundit “Our consumers want more easy-prep frozen foods. That takes more refrigeration, more complex logistics, and it is increasing our carbon footprint. What can we do about it?”
By rewarding consumers for grocery purchases that are USDA Organic, Marine Stewardship Council certified, or come in recycled packaging, EcoBonus encourages better-for-you-better-for-the-planet consumption habits. Turns out, that’s good for retailers, too, as their priorities are 1) foot traffic 2) SKU rationalization and 3) margin.
Consumers, instead of stocking up on highly processed products in the frozen aisle (and returning to the store less frequently), will gradually increase their “perimeter” purchases from fresh produce, deli, seafood & refrigerated cases in order to maximize their EcoBonus earnings. Grocers benefit from more frequent visits to replenish fresh foods, a tighter merchandise selection, and a higher margin basket.
Related posts:
- Keep the Earth in Business 1% for the Planet is an alliance of 700 companies who have raised over $30 million for environmental non-profits......
- Reward Codes There are several ways to issue reward codes as an EcoBonus Sponsor. Each method has advantages: #1 Simply add the...
- Over a Million Waste Units “Upcycled” TerraCycle exeplifies crowdsourced "collect 'n earn" efforts to raise money for schools and charities......
- 80/20 Rule The 1995 publication of All Consumers Are Not Created Equal revolutionized Consumer Packaged Goods marketing. For the first time, CPG...
- Diaper Reward Programs The biggest issue with stand-alone loyalty programs is that they are, by definition, primarily customer retention tools rather than a...
