Coca-Cola sweetens up loyalty perks with Android Pay collaboration
Coca-Cola is the premier marketer joining forces with
Google’s Android Pay loyalty platform, enabling the beverage marketer to enjoy
a slew of benefits including the ability to influence consumer behavior
changes, gain data-heavy CRM and receive a competitive advantage over other
rewards programs in the sector.
At Las Vegas’s Money 20/20 conference, Google discussed its
mobile payment service’s features and highlighted the upcoming loyalty platform
for Android Pay. The program is kicking off with backing from Coca-Cola, a move
that will likely ramp up sales for the fizzy drink as well as introduce a slew
of Coke fans and Android users to a new payment tool that could rival Apple
Pay.
“The lone wolf routine is getting old,” said Jeff Berry,
senior director at LoyaltyOne, Toronto. “You just can’t do it alone these days;
partnerships – whether co-branded credit cards, teaming up with complementary
companies or joining a formal coalition program – are the only ways to create
long-term, differentiated and meaningful value for customers.
“When it comes to loyalty, there truly is strength in
numbers.”
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