In launching its first consumer loyalty program, General Mills will not only build up its first-party data library, but the company also sees a path for it to mutually benefit its storied Box Tops for Education program.
General Mills is expanding its partnership with Fetch Rewards for the new Good Rewards loyalty program, offering consumers with members-only access to benefits and exclusive offers for all 45-plus brands in its portfolio. Consumers can accumulate reward points by submitting pictures of retail receipts in the Fetch Apple or Google Play app, with points subsequently redeemed for gift cards, merchandise, and more directly in the app.
