Mead Johnson: Enfamil Learn & Grow Rewards
Mead Johnson is an American company and leading manufacturer of baby formula with its flagship product, Enfamil, and its family of formulas, including Enfagrow, Enfakid, and Enfapro. Some of its other brands for infants and children include Choco Milk, Lactum, and Nutramigen, and can be found in more than 50 markets around the world.
Mead Johnson faced a need for first-party data and increased sales of Enfamil baby formula products. They chose to partner with 3 tier logic to launch the Enfamil Learn & Grow Rewards loyalty program for customers in Canada. Consumers earn points by purchasing qualifying Enfamil products, watching videos, and sharing their own content. They can then redeem those points for rewards. This helps drive sales, improve brand engagement, increase customer loyalty, and capture user first-party data.
Program Objectives
Influence initial sales
Increase purchase frequency
Improve brand awareness
Drive brand engagement and loyalty
Capture customer data
Strategy
3 tier logic used PLATFORM³ to configure a consumer portal for Mead Johnson’s Enfamil Learn & Grow Rewards loyalty program, leveraging the following modules:
Contests and Promotions
Purchase Receipt Validation
Loyalty, Rewards & Gamification
User-Generated Content
Gift Cards & Rewards
Data Capture & Analytics
Under the promotion, consumers purchase qualifying Enfamil baby formula products from participating in-store or online retailers in order to earn points and redeem them for rewards. To start, consumers can register on the consumer portal before or after making a qualifying purchase. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchases by registering and uploading a picture of their receipt to the consumer portal. Once their purchases have been validated, consumers are rewarded with points.
With PLATFORM³’s Loyalty, Rewards & Gamification module, consumers can also earn points in other ways. In addition to uploading and validating receipts, they can watch educational videos about Enfamil products, read recommended books, and share photos of completed recipes and coloring pages, both created by Enfamil. The points that they earn by participating in the program can be redeemed for prepaid $5, $10, and $20 Walmart digital rewards.
PLATFORM³’s Data Capture & Analytics module gives Mead Johnson the ability to track the loyalty program’s progress and growth in real-time and capture valuable insights about their consumers. They capture important information about users’ purchasing habits and product preferences through their receipt uploads. Mead Johnson is able to use this data to make well-informed business decisions and determine how to best meet their customers’ needs and expectations. It also helps them design future promotions and continue to drive sales, increase brand engagement and purchase frequency, and foster customer loyalty.