WEST DES MOINES, Iowa -- Select Kum & Go convenience stores are launching the Trident gum brand's C.H.E.W. (Change Health Every Week) campaign to reward shoppers for healthy and active behaviors over the holiday season.
Shoppers can opt in to share their data including activity, sleep and food details from their choice of wearable device, smartphone or activity app in exchange for exclusive offers. Mondelez International Inc.'s Trident is working with human data intelligence platform Strap and mobile couponing platform Koupon Media to execute the campaign within Kum & Go’s mobile app.
Shoppers can opt into the C.H.E.W. campaign within the Kum & Go mobile app. The Strap platform will trigger Koupon Media to send an offer inside the app when an individual user reaches pre-fixed thresholds, for example, "When a user reaches 10,000 steps, send an offer for a free pack of Trident gum."
“Having the ability to send real-time notifications based on fitness activity and other data will help us increase engagement in our mobile app and make our messages more relevant to customers living a balanced lifestyle,” said Mike Templeton, digital marketing manager at Kum & Go.
The C.H.E.W. campaign is snacking giant Mondelez’s first campaign using wearable technology. It is working with Strap through its Shoppers Futures program, a competition that pairs startups with Mondelez International power brands to pilot solutions in retailer locations in just 90 days.
“Shopper Futures allows us to collaborate with some of the brightest minds in mobile technology and tackle pressing retail issues and the increasingly complex path-to-purchase, ultimately shaping the future of retail, in-store and online,” said Kim Yansen, director of field shopper marketing at Mondelez.
“Wearable technology is the future and Strap's innovative, health and wellness-based platform will help Trident brand start to harness the power of this new data source,” said Mindy Rickert, associate director of shopper marketing (small format).
“The Trident campaign allows us to target Kum & Go offers using an entirely new set of data,” said Charlie Lang, vice president of product at Koupon Media. “Not only can we reward shoppers for physical activity, but we can deliver offers that compliment a customer’s food choices or sleep habits. A rough night of sleep, measured through a fitness tracker, could lead to an offer for a cup of coffee the next morning.”
“Through campaigns like C.H.E.W. we’re able to help brands and retailers reach a new level of personalization,” said Steve Caldwell, co-founder and CEO of Strap. “At Strap, we see a future where you get offers for low calorie foods when you’re a few calories away from your goal, or discounts on coffee drinks the morning after you pulled an all-nighter. This campaign with Trident brand and Kum & Go is our first step towards being able to personalize consumer experiences with human data intelligence.”
Cincinnati-based Strap enables actionable human data intelligence to inform and improve marketing and engagement programs.
Koupon Media, Frisco, Texas, is a major mobile coupon platform with more than 40,000 retail stores using its technology to target, distribute and redeem traffic, driving in-store offers.
Deerfield, Ill.-based Mondelez International is a global snack company, a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gum.
The fifth-largest, privately held and company-operated convenience-store chain in the United States, West Des Moines, Iowa-based Kum & Go is an industry pioneer that has grown since 1959 to operate more than 430 c-stores and 11 states (Iowa, Arkansas, Colorado, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota and Wyoming).
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