The days of the print-out coupons are in the past as General Mills has gone 95% digital this year, says KC Glaser, senior manager of brand experience.
“We want to meet the consumer where they are, and they prefer digital experiences — but it’s also really good for our business,” Glaser says. “We get so much more data to inform our future plans and marketing choices from a performance marketing perspective.”
General Mills can be more flexible by offering digital promotions, Glaser says. This includes incentivizing the consumer to take action when they’re most likely to convert.
“How do we build those relationships with consumers?” asks Glaser.
One way General Mills is building incentives for customers is through the Fetch rewards mobile app. Consumers download the Fetch app and create an account. They take photos of their grocery shopping receipts from in-store or online shopping and upload them to the app.
Consumers earn points they can redeem for gift cards. Eligible receipts that have at least one participating brand may receive at least 35 points. Each dollar is worth one point. 1,000 Fetch rewards points are worth $1, for example, and consumers need to reach 3,000 points in order to redeem for gift cards at stores including Starbucks, Macy’s, Amazon, Nordstrom Rack and Home Depot as well as for Visa cards. Fetch charges participating retailers like General Mills a referral fee.
Brand loyalty: What it is and how to build it
There is a lot of data exchanged between Fetch and General Mills, Glaser says.
“We get a ton of data from the Fetch partnership — about 62 million lines of data per day,” he says.
That data feeds into the brand’s customer data platform (CDP), which is a software platform that collects first-party data from multiple sources to help brands create targeted and personalized marketing campaigns.
“Loyalty programs are something that the consumer packaged goods (CPG) space isn’t necessarily ubiquitous — it’s something not all CPGs have nailed,” Glaser says. “We wanted to be intentional. What does that look like? How does it come to life?”
In March 2023, General Mills said it had added 2 million customers to its Good Rewards loyalty program with Fetch within the first six months of launch.
Consumer engagement experience
Fetch has about 18 million monthly active users, with 6 million of those using the app every day, says Robin Wheeler, the chief revenue officer at Fetch. In April 2023, the rewards app said it had surpassed $152 billion in annual gross merchandise value (GMV) across U.S. in-store and online retail sales.
“Fetch isn’t your traditional kind of shopping app,” Wheeler says. “It’s a consumer engagement experience.”
A larger portion of consumers are Millennials and Gen Z, Wheeler says.
“The younger generation is definitely coming to Fetch and I think a lot of that is tied to the experiences they’re seeing on social media,” Wheeler says.
Fetch rewards: adding brands
Fetch shares its general merchandise value scanned daily, Wheeler says. Fetch employees also track potential opportunities.
“We’re reading the trades and keeping up to speed on industries,” she says. “If we’re seeing national brands start to compete with a certain brand of deodorant, for example, our primary goal is to focus on where we’re seeing a lot of activity where we’re not currently rewarding consumers. Because that’s low hanging fruit.”
The company uses this information as it attempts to build relationships with other brands.
“There are plenty of big companies we haven’t started working with, and we need to be there,” she says.
This includes providing carousel information displayed at the top of the app that consumers see when they open it. Whether the promotion is about back to school or another busy shopping period, brands also want to include their offers and create more consumer awareness.
Fetch also has daily spin feature where consumers can obtain a daily reward.
Brands use influencers to reach new customers
This includes learning about the app from social media influencers, Wheeler says.
Fetch can share with brands what consumers are spending based on the receipts they upload to the app. Brands can target consumers, whether they’re loyal customers or “competitive buyers, which you have a to work a little bit harder for,” Wheeler says.
Fetch works with influencer agencies to source talent, Wheeler says. The company monitors influencer content and when it finds the right fit, it reaches out with affiliate links.
While the majority of Fetch receipts are in-store, Wheeler says online receipt uploads are growing.
“We have integrations with Amazon and Walmart,” Wheeler says. “We also have emailed receipts. If we have your email integrated and you order from DoorDash, we’re able to scan and pick up that receipt. So emailed receipts are definitely growing.”
Consumers can connect their Fetch account to their email, Amazon and Walmart accounts to earn Fetch rewards.
- 61% of Fetch monthly active users engaged with social features during July, up from 24% in January.
- Daily Reward launched in December 2022. Consumers have played daily rewards over 222 million plays since then.
- People who engage with social features/in-app games are more likely to scan receipts every day and have retention rates around 4-5 points higher than cohorts that don’t engage with these features.
- On average in 2023, about 10% of all receipts submitted to Fetch were eReceipts.
- About 29% of Fetch users who scan receipts also submit eReceipts.
- Top retailers include Walmart, Target, Sam’s Club, Walgreens, McDonald’s, Starbucks.
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