A lot of loyalty programs are for retail and services, giving the consumer an easy way to interact with the brand and learn about the program. GF: What are some of the unique loyalty challenges for a CPG brand?ĪMG: The first challenge that comes to mind is awareness. Additionally, Fresh Step has donated over 750,000 pounds of litter to partner shelters across the country. Today, we have over 1,300 shelters participating in the program, and members have donated over 30 million Paw Points in support. In 2014, we launched a shelter-specific program, allowing shelters to earn points and redeem them for pallets of litter while giving Paw Points members the ability to donate to their local shelter. Providing new ways for members to contribute to these causes ties into Fresh Step’s brand purpose to make the world a more welcoming place for cats and their people. We learned that members care not only about their own cats, but about supporting shelters and helping cats get adopted. Over time, it became a mix of transactional and emotional loyalty, an evolution spurred from key program insights. Gina Fleck: For a product that was historically fairly transactional, how did Fresh Step initially seek to create loyalty?Īnne Marie Ghigo: Paw Points was originally a “snip and clip” program that was transaction-based. Gina Fleck, Director of Loyalty at HelloWorld, recently sat down with Anne Marie Ghigo, Brand Engagement Lead at Fresh Step, to discuss the Fresh Step brand and the Paw Points program. Members of its loyalty program, Paw Points, can even donate points to shelters so that they can redeem them for litter, cat beds, and other necessities. Fresh Step has also donated litter to animal shelters throughout the United States in an effort to increase cat adoption. Fresh Step provides cat owners with a variety of litter types, including clumping, non-clumping, and crystal offerings. The Fresh Step brand is a subsidiary of the Clorox company, a manufacturer and marketer of consumer and professional products. It uses technology and marketing campaigns to create brand-customer interactions, drive demand, and accelerate growth. Redeem your Paw Points® for feline-focused rewards, or donate your Paw Points® to help your local shelterįor help setting up your Paw Points® Rewards account or to learn more about the program, visit the Fresh Step® website (.HelloWorld is a digital marketing solutions company that specializes in the strategy and development of loyalty programs. Earn even more Paw Points® with fun activities like adding a photo of your cat to your profile, putting favorite rewards on your Wishlist, adding a preferred shelter and moreĤ. Snap a picture of your Fresh Step® receipt and upload to add points, or enter codes from boxes 3. Sign up as a Paw Points® Rewards program member right from the app. ![]() Purr-worthy prizes: Enter to win the Fresh Step® Monthly Multi-Sweepstakesġ. Kitty funtime: Redeem Paw Points® for free litter, toys, condos, coupons, and more - Share the love: Donate points to your favorite shelter with the Million Meow Mission Scratch the surface: Browse the Rewards Catalog and add items to your Wishlist - Make tracks: Keep track of your Paw Points® progress Cool as cats: Enter codes from purchases from anywhere-online or in stores-using your mobile device Feline fantastic: Upload a photo of your receipt to quickly enter your Paw Points®
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