Given the number of beer brands vying for consumers’ attention, businesses in the alcohol industry command fierce loyalty from their fans. Guinness drinkers, for example, will passionately defend their right to “split the G”. Meanwhile, Corona enthusiasts won’t be happy unless their drink is accompanied by a slice of lime. More often than not, this loyalty goes unrewarded, until now. In a bid to give back to its community, Peroni has taken the unprecedented step of creating a loyalty programme. ‘Club Peroni’ allows consumers to earn points by purchasing packs of beer in retail and hospitality establishments, or ordering a pint at the bar, and uploading either a receipt or a photo of themselves with the product. While there are Peroni-branded prizes up for grabs, it is the integration of partner rewards that makes the programme stand out from the crowd. Ferrari merchandise and BST Hyde Park tickets don’t just showcase Peroni’s high-profile brand partnerships. They create positive associations that are the foundation for deeper engagement, making them powerful brand-building assets. It’s easy to dismiss loyalty initiatives as short-term sales drivers. While they perform well in that regard, their impact extends much further. These programs can contribute to durable brand growth, influencing metrics such as loyalty, awareness, brand preference, and purchase intent. To capture that, marketers should embrace broader measurement frameworks that reflect the evolving consumer relationship. Another misconception is that loyalty programmes must operate in isolation. In reality, best-in-class activations should be plugged into other channels across the broader marketing ecosystem. However, it is the rich insights that loyalty programmes provide that should cause brands to cry out “Cheers”. This data can supercharge digital campaign performance. Some brands may opt to use this information to refine their targeting strategies. In either instance, measuring the programme’s true value paves the way for greater personalisation. Given that McKinsey’s research found that 71% of consumers expect personalised experiences, this will improve brand perception, strength, and loyalty over time. How can brands accurately judge the effectiveness of a loyalty campaign? A holistic measurement approach is required to unlock a loyalty programme’s full potential. Only by tracking results across multiple channels can they begin to understand the activation’s impact. For marketers trying to optimise their ad spend and ensure every interaction fuels tangible, sustainable growth, the message is clear: prioritise the right measurement metrics. Do this, and it won’t be long before they’re raising a glass to the power of loyalty and the equity it can brew.
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