TENA®: Consumer Rewards Loyalty Program
TENA® is one of North America’s leading brands of personal hygiene products for adults with incontinence. Its products include pads, underwear, diapers, disposable wipes, and creams, and are sold worldwide. TENA® products can be found in North American retailers like Walmart, Rexall, CVS, and Sobeys, or at online specialty retailers like Simply Medical and Healthwick Canada.
TENA®’s parent company, Essity HMS North America Inc., and their agency partner The Think Tank, was facing a need for first-party data and consumer acquisition. They chose to partner with 3 tier logic to launch the Tena Consumer Rewards Program for customers in Canada and the United States. Utilizing 3 tier logic’s geo-location software, consumers are able to earn points specific to their country. These points are earned by purchasing TENA® products, watching videos, answering polls, and reading articles. Consumers then redeem those points for rewards. This helps drive sales, increase purchasing frequency, and improve brand engagement.
Program Objectives
Influence initial purchases
Develop brand awareness and loyalty
Increase purchasing frequency
Build brand engagement
Capture customer data
Strategy
3 tier logic used PLATFORM³ to configure a consumer portal for TENA®’s Tena Consumer Rewards Program, leveraging the following modules:
Contests and Promotions
Purchase Receipt Validation
Loyalty, Rewards & Gamification
Targeted Couponing
Social Content Sharing
Data Capture & Analytics
Under the promotion, consumers purchase qualifying TENA® products such as liners, pads, and underwear from participating in-store or online retailers in order to earn points and redeem them for rewards.
To start, consumers can register on the consumer portal before or after making a qualifying purchase. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchases by registering and uploading a picture of their receipt to the consumer portal. Once their purchases have been validated, consumers are rewarded with points. Every dollar spent is equal to 100 points earned.
With PLATFORM³’s Loyalty, Rewards & Gamification module, consumers can also earn points in other ways. In addition to uploading and validating receipts, they can watch educational videos about TENA® products or read informative articles covering topics like incontinence and kidney health. They can also share content and information about the Tena Consumer Rewards Program and TENA® products on Facebook. Lastly, program members can fill out a survey to earn points. The survey asks them questions about which products they use and where they purchase them, if they buy incontinence products from other brands, and how satisfied they are with TENA® products.
The points that they earn by participating in the program can be redeemed for digital Visa prepaid cards. Rewards are tiered by the number of points redeemed: 4,000 points can be redeemed for a $5 card, 8,000 points for a $10 card, and so on. The top tier of the Tena Consumer Rewards Program is 20,000 points for a digital $25 Visa prepaid card.
PLATFORM³’s Data Capture & Analytics module gives TENA® the ability to track the loyalty program’s progress and growth in real-time and collect valuable insights about their consumers. Not only do they learn about their consumers’ purchasing activity through their receipt uploads, but they also capture important information about their shopping behavior via the aforementioned survey. For example, the survey lets TENA® know whether shoppers are buying incontinence products for themselves and/or for loved ones, if their biggest purchasing factor is price or absorbency, and how well TENA® products meet their needs.
TENA® is able to use this data to make strategic business decisions and determine how to better serve their customers. It also helps them design future promotions and continue to drive sales, increase brand engagement, and nurture customer loyalty.