Marketing services firm and subsidiary of Alliance Data Systems Corporation, Epsilon, has partnered with Kellogg Company to help enhance Kellogg’s CRM activities and grow customer engagement.
As per the terms of agreement, Epsilon will construct and host a global real-time consumer Web portal and preference engine for consumers to sign up for communications from Kellogg and through multiple channels including email, Web and mobile.
Epsilon will also build and host a consumer relationship management and analytical platform, enabling Kellogg marketers to examine customer behaviour and tailor marketing programs to drive consumer engagement.
Epsilon president, Bryan Kennedy, said consumer packaged goods companies faced challenges such as obtaining transactional data and purchases were typically not made online.
“Leveraging popular communication channels such as mobile, email, social media and the Web are vital for creating brand engagement and building loyalty rather than simply driving purchase transactions in those channels, “ he said.
The partnership will be rolled out to Kellogg’s globally including Australia and Asia-Pacific, North America, Latin America and Europe.