retail news in context, analysis with attitude

Promo magazine reports that Kellogg’s is launching a new loyalty program for Pop-Tarts, which will include “e-mail, direct mail and online media,” and is focused on “creating a two-way dialog with moms, including offering activity ideas, special offers, new product sampling through the mail and exclusive content.”

KC's View:
The big point here is that, even for mature brands, you can't just count on a store presence and traditional ad buys. You have to connect with the customer in other, more fundamental ways that transcend the store experience. Whether this works will depend, of course, on the content…but Kellogg’s head is in the right place on this.