GT's Living Foods  Community-Based Loyalty Program Drives Engagement and Sales

GT'S Living Foods Culture Club Program

About 

GT’s Living Foods is a prominent wellness brand with as portfolio of living foods such as SYNERGY^® Raw Kombucha, ALIVE Ancient Mushroom Elixir, and more. GT's Living Foods was the first bottle kombucha brand to be sold in the United States and has a strong market presence.

Despite their widespread recognition, GT's Living Foods lacked direct engagement with their consumers and wanted better insights into their customers' shopping and purchasing behaviors. 

Challenges Faced

GT’s Living Foods wanted to grow more meaningful customer relationships and foster deeper connections with its consumers. They were facing challenges such as:

• Limited direct engagement with consumers despite strong brand recognition
• Lack of insights into customer purchasing behavior
• Increasing competition for customer attention and brand loyalty

Opportunity

With these challenges in mind, GT's Living Foods was looking to launch their first ever loyalty program to help increase retention and brand love by cultivating a deeper connection with consumers. However, they didn't want to just launch a typical loyalty program.  Being a health and wellness-centered brand, they wanted a program that would emphasize building a 'community' rather than just 'loyalty', and would reflect GT's dedication to their customers and their shared values.  

To bridge this gap, they partnered with Brandmovers to develop, build, and launch the Culture Club loyalty program. Utilizing Brandmovers' expertise in loyalty program strategy and design in combination with the customizable BLOYL loyalty platform, Brandmovers created an engagement-based loyalty program that offers members an essential club experience with modules and rewards that align with their lifestyles. 

Objectives:

1. Foster and reward customer loyalty to the GT’s Living Foods brand
2. Drive consumer engagement, purchases, and repurchases by rewarding transactions through receipt scans and online interactions
3. Provide relevant promotional offers, coupons, and rewards
4. Increase awareness of other GT’s Living Foods product lines and encourage cross-purchasing
5. Gain deeper insights into customer behavior, demographics, and preferences
   
   

How It Works

Rather than a transaction-only program, the Culture Club loyalty program was designed to focus on community and brand advocacy. The program rewards customers for their purchases and activity-based engagement, such as consuming content, taking quizzes or surveys, and more.

Grow Customer Loyalty Through Engagement

• The program drives customer engagement using loyalty program mechanics such as gamification, member tiers, badges, and more.
• It also encourages engagement using personalized progress trackers and "micro-motivations" modules that showcase featured member activities and CTAs for new activities or earning opportunities.

Capture Valuable Consumer Insights 

• The Culture Club loyalty program gives GT’s Living Foods access to program analytics, sales history, profile data, and more, enabling it to tap into its customer community to gain a deeper understanding of customer demographics, buying habits, and preferences.

Drive Product Awareness & Cross-Purchasing

• Insights gained from engagement and sales data captured from uploaded receipts enable GT's Living Foods to identify opportunities to promote specific products or offers to customers, leading to greater cross-sales within their brand portfolio.

Deliver Relevant Offers, Promotions, & Rewards

• Advanced customer segmentation tools within the loyalty platform allow the brand to create more personalized and targeted promotions or offers to specific customer groups. These personalized incentives led to more frequent purchases and larger transaction sizes.

Results:

• Increased Customer Retention: Members of the loyalty program had a significantly higher repeat purchase rate than non-members.
• Higher Cross-Sell Engagement: Participants showed a marked increase in purchasing across different product lines.
• Boosted Basket Size & Purchase Frequency: Customers engaged in the loyalty program spent more per transaction and returned more frequently.
• Valuable Consumer Insights: GT’s Living Foods gained deeper analytics on customer shopping behaviors through program analytics and data capture from receipt scanning technology, enabling more effective targeted marketing strategies.