Mars Debuts Loyalty Program

The confectionary company is partnering with the Fetch app, which will provide insights and measurement capabilities.

October 26, 2022

MADISON, Wis.—Mars is launching a loyalty experience by partnering with Fetch, a consumer-rewards app. The program will allow consumers to earn rewards points for purchasing select Mars products.

Consumers can accumulate points by submitting pictures of their retailer receipt and by linking eReceipts from online retailers within the Fetch app. Points are then redeemed for free gift cards and other rewards in the app.

"Mars Wrigley admires Fetch's unique connection to consumers through a future-defining digital platform," said Anton Vincent, president, Mars Wrigley North America. "This partnership helps accelerate our digital leadership while growing one of the world's most iconic brand portfolios bringing M&M'S, SNICKERS, TWIX, SKITTLES, and gum brands such as EXTRA, ORBIT and 5 Gum to consumers exactly how they snack and consume today."

Fetch says that it has more than 17 million monthly active users, submitting 8.5 million purchase transactions per day and capturing more than $135 billion in consumer spend annually. The app is equivalent to the nation's fifth-largest and fastest-growing retailer, according to Fetch.

"With this relationship, we'll be providing Mars with the best-in-class insights, activations and measurement capabilities that will push their business to the next level while also providing an easy way for consumers to save on their favorite brands," said Patrick Burke, chief revenue officer, Fetch.

According to a recent Paytronix report, loyalty programs are linked to an 18 to30% increase in visits and spends at restaurants and c-stores. Between 5 and 17% of overall business revenue is driven by the most loyal 2 to 3% of customers, and that younger members are driving a generational shift in age and spend across loyalty programs.

Looking at convenience stores, loyalty members annually spend 38% more on average, and the report found the most loyal c-store customers are visiting businesses one or more times per day.

NACS has published a free report on how convenience retailers can build loyalty program affinity beyond rewards and provides insights on c-store loyalty programs, shopper expectations, program engagement, personalization and program access/communication. Download the report: Driving Engagement From Convenience Retail Loyalty Programs.

NACS Magazine dove into loyalty programs and how they can provide convenience retailers with key consumer insights and a competitive edge, while NACS also offered a free webinar that shows retailers how to improve their current loyalty program.