Winning Customers for Life: Insights from Fetch at Advertising Week

At Advertising Week NYC, Fetch Chief Revenue Officer Robin Wheeler joined Digitas Chief Solutions Officer Melissa Berger and Mars Wrigley U.S. Omnichannel Marketing Group Director Randy Limes to explore the evolving nature of consumer loyalty.

Today, loyalty requires more than transactional rewards. It demands personalization, data-driven activations and emotionally connected experiences. As Wheeler explained, Fetch is leading the charge in helping brands deliver on this new loyalty paradigm. 

Loyalty beyond short-term gains

Early in the session, Limes highlighted a growing trend: Consumers are making new choices as familiar brands become more expensive. This shift is pushing brands to rethink their loyalty strategies, moving away from short-term wins and focusing on building lasting relationships. 

The strategic solution? Rewards platforms designed to nurture authentic brand-consumer relationships. For example, Mars Wrigley has partnered with Fetch, America’s rewards app, to transform everyday purchases into opportunities for sustained engagement. By driving true personalization at scale, Fetch enables brands to build 1:1 relationships that endure. 

Berger also emphasized that brands are moving beyond the traditional “earn-and-burn” approach, where consumers quickly redeem points for discounts. Instead, brands must offer real, long-term value to unlock customer lifetime value. 

With Fetch, brands tap into real-time data to deliver hyper-personalized rewards that resonate with individual consumers. This deep personalization strengthens emotional connections and drives repeat purchasing, even in today’s evolving market. 

How rewards unlock loyalty and customer lifetime value

• Centralized Strategies: Rewards platforms can streamline loyalty, but only Fetch enables a unified, centralized approach. As Limes noted, “If loyalty sits centrally, it’s easy to take a true portfolio approach.”

• Understanding Customer Needs: Berger emphasized the importance of listening to consumers: “If you don’t ask the customers what they want, it’s not going to win.” Fetch’s highly sticky platform creates continuous feedback loops, allowing brands to adapt to customer preferences in real-time.

• Data-Driven Optimization: Rewards platforms should empower brands to make smarter decisions. For Mars Wrigley, shifting focus to lapsed customers, as revealed through Fetch activations, delivered stronger results. “We were able to grow lapsed households in a different way,” Limes shared.

Tap into a new strategic partner

Fetch helps brands build loyalty that lasts by leveraging real-time data and personalized experiences. Unlock the full potential of your loyalty strategy by connecting with the Fetch for Business team today.