As retailers plan for 2023 and beyond, they can look to reward or loyalty programs to provide category management expertise. In addition to helping convenience stores bring in the best items and most advantageous merch units to drive growth acceleration, some programs also offer rebates and other incentives.
This month, Hershey launched the AMP (Achieve Maximum Points) program, which is based on loyalty reward points. It’s a turnkey, flexible program that rewards retailers for carrying Hershey’s top-selling items and executing marketing events in their convenience stores. Retailers and distributors are responding favorably—with many praising the ease of use, customization and incentivization for purchasing core products.
Reward programs can also help retailers respond to market trends. During the height of the supply chain issues, many retailers lost key items. Now that case fill rates are improving, stores should be making sure that the most profitable core items have a strong, in-store presence and as a bonus, loyalty programs reward retailers for doing so. With the core intact, these programs can also help retailers focus on other important growth drivers including planogram strategy.
AMP and similar programs also give retailers the chance to bring excitement to the category by selecting sales packages that include new products or special promotions. For Hershey, it is a great way to reward retailers for introducing innovations like Reese’s Big Cup Stuffed with Puffs, Reese’s Dipped Animal Crackers and the brand’s upcoming Reese’s March Madness promotion.
A key feature of AMP is its flexibility. Whether it's going deep with distribution and slightly lighter on pre-packs or deeper with pre-pack selections for stores with high volume but a limited footprint, there is a way to tailor the program to best suit a store’s need. The program can be especially appealing to smaller and medium-sized chains with limited resources but can also scale up with the size of a store.
It’s not too late to incorporate a loyalty program in 2023 planning. To learn more about Hershey's Achieve Maximum Points (AMP) Loyalty Program, call Hershey’s toll-free number at 1-866-821-6312 between 8 a.m. and 4:30 p.m. EST or email globalinsidesales@hersheys.com
This post is sponsored by The Hershey Company