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Epsilon Enhances Kellogg's CRM Activities

By Anuradha Shukla
TMCnet Contributor

Epsilon, a provider of loyalty and marketing solutions derived from transaction-rich data, is enhancing Kellogg's CRM activities and helping it to further increase customer engagement.

Kellogg Company has contracted Epsilon to build and host a global real-time consumer Web portal and preference engine.

This engine will enable consumers to sign up for communications from Kellogg Company's brands across North America, Latin America, Europe and Asia Pacific, and through multiple channels including email, web and mobile.

As per the agreement between the two companies, Epsilon will also build and host a consumer relationship management and analytical platform.

This in turn will allow Kellogg marketers to analyze customer behavior, and design and execute marketing programs to drive consumer engagement.

Both companies will work towards personalizing these programs based on consumers' stated preferences, demographics and stated or inferred needs.

"Epsilon has the global reach, real-time capabilities and CRM expertise in the consumer packaged goods industry that makes them the best partner for Kellogg to further increase consumer engagement across all of our brands," said Larry Bruck, Kellogg senior vice president of Global Media and Marketing Operations. "By partnering with Epsilon, we will leverage consumer opt-in information to build deeper and more valuable relationships with our consumers by creating highly personalized experiences with each individual."

"Kellogg is a well-established consumer packaged goods leader, and we are excited to work with them," said Bryan Kennedy, president of Epsilon. "With a long history of innovation and some of the most trusted global brands, Kellogg has developed a vast consumer following. Epsilon's marketing solutions will help Kellogg establish even deeper relationships with consumers and engage them on a one-to-one basis across a variety of channels."

Read a related article at TMCnet “BroadVision Announces Clearvale for Social CRM.”

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