Recent examples include Nike, Inc. partnering with Livestrong, athlete Lance Armstrong’s cancer-fighting foundation,[1] and Eastman Kodak teaming with stationery designer Bonnie Marcus in support of Breast Cancer Awareness Month.
With consumer spending still depressed following the Great Recession, with an adjusted-for-inflation 2011 uptick of just one-tenth of a percent from 2010,[3] companies put more effort into retaining loyal, high price-point customers.
Today, merging an existing loyalty program with a cause-related marketing campaign requires a business-to-business technology platform that supports a consumer-facing website.
Any cause-related loyalty marketing platform tracks every transaction from beginning to end, with the data allowing companies to get to know their customers better through their buying habits and the types of causes they tend to support.
This information allows them to tailor their efforts in order to achieve greater return on investment and build more meaningful customer relationships through a personalized loyalty program.