Paula: Welcome to Let’s Talk Loyalty, an industry podcast for loyalty marketing professionals. I’m Paula Thomas, the founder of Let’s Talk Loyalty. Today’s episode is hosted by Tom Peace, Managing Director of The Loyalty People, a strategic consultancy with a laser focus on Loyalty, CRM, and customer engagement.
The Loyalty People also runs a free global community for anyone working in the loyalty industry. If you’re working in loyalty marketing, make sure to join Let’s Talk Loyalty every Tuesday, Wednesday, and Thursday to hear the latest ideas from loyalty experts around the world.
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Tom: Hi, I’m Tom Peace, Managing Director of The Loyalty People and presenter of Let’s Talk a Little Loyalty. Welcome to this week’s short summary show. In this week’s episode of Let’s Talk a Little Loyalty, I’m reviewing the original podcast where Paula was joined by Fernando Jimenez, who talks about his fascinating role designing a loyalty program for Tupperware products in Mexico.
Tupperware is an amazing brand famous for its innovation and high quality products. The brand has built a loyalty strategy to connect its consultants, retail partners, and its customers. I have really enjoyed reviewing this episode for a couple of reasons. Firstly, in a previous business a few years ago, I had the opportunity to work with Tupperware, and I felt a real connection with them as a business. I love the products and the way they take them to market through their network of consultants or direct from their website. It seems old fashioned, but I really like the personal touch, and of course, it does mean that Tupperware has a direct relationship with the end consumer.
The other reason I really enjoyed this episode was pure nostalgia. I instantly go back to my childhood, sneaking biscuits and raisins from my mum’s bright orange 1960s style Tupperware storage containers. These were a wedding present and are still in service today over 50 years on. I think many of us will have a similar emotional connection to Tupperware and the product quality simply cannot be matched.
Fernando talks about how Tupperware has two real distinct types of shopper, the consumer and the reseller, and Fernando wanted the program to work for both groups but have enhanced benefits for the resellers purchasing much more than the consumer. The Mexican Tupperware loyalty program is very clever as it caters for a wide range of buying behaviors.
Firstly, there’s a nominal fee to join of just 0. 99 pesos, which unlocks all the program benefits. Although this is only a very small amount, this does encourage the consumer to invest in the program and shows that there is value coming. Tiered benefits based on spend enable very different buying behaviors to get value from the program.
A big fan of Tupperware who enjoys the products purely as a consumer can enjoy benefits at a lower tier. Whilst a sales consultant buying a lot of products to resell the items will benefit from better pricing and enhanced benefits. This is great because the consumer can see the advantages of being a reseller and can sign up to be one if they like.
Fernando explains the importance of the sales consultant process where more complicated products need to be explained and demonstrated. And this is a vital part of their sales strategy. The loyalty program needs to support this segment of the membership and does so really well.
But the end goal for Tupware is to drive their enthusiasts to the website for repeat purchase and Tupware have really invested in this channel to facilitate data capture and an ongoing relationship through the website.
So, a very interesting episode, and if you want to feel nostalgic, I would definitely tune into the original show at www.letstalkloyalty.com, which first aired on the 6th of July, 2022, episode number 235. Thanks for listening, I hope you enjoyed my summary show. All the best and speak to you soon, Tom.
Paula: This show is sponsored by The Wise Marketer, the world’s most popular source of loyalty marketing news, insights, and research. The Wise Marketer also offers loyalty marketing training through its Loyalty Academy, which is already certified over 500 executives in 38 countries as certified loyalty marketing professionals. For more information, check out thewisemarketer.com and loyaltyacademy.org
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