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Personalization, values and convenience: How to win customers and build brand loyalty

By Cass Balzer

May 18, 2023

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  • Today’s shoppers need personalization and convenience when choosing the brands they buy.
  • The Fetch app is a fun and insightful tool that brands can leverage to engage shoppers as individuals – not as members of a nebulous demographic.
  • Mars Wrigley is tapping into the power of Fetch to deliver personalization and convenience to their consumers – all while maintaining a direct line of communication with their most valued shoppers.

In a recent Fast Company online event, Fetch CEO Wes Schroll sat down with Mars Wrigley North America President Anton Vincent to discuss what today’s consumers want and how brands can foster ongoing relationships with shoppers. 

Rewarding consumers is key to standing out amidst the competition – but providing easy-to-use personalized rewards at scale is what drives brand love. Here are our key takeaways from the webinar and how your brand can leverage the power of a consumer engagement platform to drive results. 

1. Customer personalization is essential for growth

Customers want brands to treat them as individuals – not as members of a nebulous target demographic. While brand-owned first-party data can be helpful, omnichannel zero-party data creates a richer, more complete picture of the consumer. Creating personalized campaigns fosters brand loyalty while driving purchase behavior.

“One of the beautiful things about the Fetch platform is that it allows us to do what I call intelligent reach. We can segment and target certain communities in a much smarter, more precise way,” says Vincent. “That then allows us to be smarter about how we create campaigns, products and messaging.”

With the Fetch app, customers can snap or submit receipts for both in-person and online purchases. The platform then rewards consumers for sharing their SKU-level purchase data. This provides brand partners with a 360-degree view of consumers’ behavior no matter where they’re shopping, providing unprecedented sightline into purchase behavior.

“With Fetch, we can really pinpoint who we want to drive trial with, and we can scale that trial into repeat purchasing over time,” Vincent explains. “All of the sudden, they become a core consumer.”

2. Brands must ensure value-driven initiatives work

Customers are increasingly purchasing from brands who share their core values. In that vein, Mars Wrigley recently created and implemented more sustainable product packaging to meet evolving consumer values. 

But when implementing efforts to better reflect shoppers’ values, brands need better tools to understand whether these initiatives are delivering returns and improving brand health.

“We view our job as extending the message, making sure consumers understand the effort and passion Mars Wrigley is bringing to that core value proposition, and then helping them translate to a return on investment,” says Schroll. “We can close the loop and help brands understand whether initiatives actually lead to share shifts toward these products.”

3. Brands need to optimize for lifetime value

When brands invest in shifting customer behavior, they want that shopper to stay loyal for the long-haul. But in a world of murky attribution, understanding investment in a shopper or campaign can be difficult.

“Being on the Fetch platform allows us to get a better understanding of lifetime value, and it puts us in a position to understand how much we want to invest in a shopper,” Vincent says. “It allows us to figure out how we want to find, develop, cultivate and grow that customer over time.”

4. Shoppers need convenience to stay loyal

Loyalty programs and apps can drive repeat purchasing and grow brand love. But amidst an increasingly competitive loyalty economy, shoppers expect convenience to be built into the experience. “I don’t think you can really get true loyalty out of customers unless convenience is part of the foundation of what you’re offering,” says Vincent. 

Consumers need to interact with brands and loyalty programs on their own terms and at their own pace. For Mars Wrigley, that means crafting customized offers on the Fetch app – a delightful experience that users build into their daily and weekly shopping routines.

“At the end of the day, we’re dealing with consumers,” Vincent explains. “You have to make things easier for them.”


Vincent says that, with Fetch, Mars Wrigley is “finding new learnings on brands, our portfolio and our consumers.” Creating personalized rewards at scale, then delivering those rewards to consumers with a fun, engaging app, is driving trial and repeat purchasing. “These are all things we can leverage that we probably would not have had access to, or could not have connected the dots, without Fetch.”

Watch the full webinar video here.

Vincent says there “is a wealth of loyal consumers,” out there. Is your brand ready to engage them? Get in touch with the Fetch for Business team today.

Cass Balzer

Cass Balzer is a Senior Content Marketing Manager at Fetch.

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