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Kellogg’s CRM initiative taps new customer channels

Anushkar Mohinani | Aug. 24, 2011
The company partners with Epilson to leverage consumer information and enhance customer relationship.

As part of its customer relationship management (CRM) efforts, Kellogg Company, leading producer of cereal and convenience food, is engaging consumers with multiple channels. These include digital and mobile platforms.

Kellogg has partnered with Epsilon and as part of the partnership deal the marketing services company will build and host for Kellogg a global real-time consumer Web portal and preference engine. This is according to a press release issued by Epsilon today (24 August). Through the platforms, consumers can reportedly sign up for communications from Kellogg’s brands across North America, Latin America, Europe and Asia Pacific, through e-mail, the Web and mobile.

Under the terms of agreement, Epsilon will also build and host a consumer relationship management and analytical platform for Kellogg marketers.

 “By partnering with Epsilon, we will leverage consumer opt-in information to build deeper and more valuable relationships with our consumers by creating highly personalised experiences with each individual,” said Larry Bruck, Kellogg senior vice president of global media and marketing operations.

 “For consumer packaged goods companies, multichannel marketing presents a unique set of challenges – transactional data is often difficult to obtain, and purchases are typically not made online. Leveraging popular communication channels such as mobile, e-mail, social media and the Web are vital for creating brand engagement and building loyalty rather than simply driving purchase transactions in those channels, said Bryan Kennedy, president of Epsilon.

“The marketing solutions will help Kellogg establish even deeper relationships with consumers and engage them on a one-to-one basis across a variety of channels,” Kennedy added.


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