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Unilever, Coke, Dodge pair with mother-targeted loyalty program
LOYALTY PROGRAM ClubMom will launch nationally this week with the support of major partners including Unilever, Chrysler Group's Dodge unit and Coca-Cola Co., all of whom are banking on the growing membership organization's ability to offer up the $1.7 trillion annual spending power of moms.
ClubMom was founded three years ago as a pilot Web site and events program in 10 markets by a group that includes actor Andrew Shue and Meredith Vieira, co-host of ABC's "The View." The premise? That the 82 million moms who control 80% of total U.S. household spending would "provide their data, incremental dollars and loyalty to companies in exchange for rewards and recognition," said Alexandra Aleskovsky, chief marketing officer, ClubMom.
Measurable sales results for partners in initial markets has driven a national expansion that kicks off this week...