Rewards programs can benefit Beverage brands by providing data about consumer behavior, as well as incentivizing loyalty. However, just 10% of brands in L2’s Digital IQ Index: Beverages offer a rewards program. Furthermore, L2’s Rewards Program report finds that many major brands offering rewards programs fail to promote them effectively.
Pepsi Pass and New Belgium’s Grand Cru program both appear prominently on their respective brand site landing pages. However, neither brand mentioned its rewards program a single time in any of its social media accounts in the past five months, according to L2’s study. Monster Energy provides a similar case. The brand’s Team Gear rewards program lacks visibility on social platforms and requires three clicks to access from Monster Energy’s homepage. Given that launching a robust rewards program can be costly, brands should take advantage of their existing social media assets to drive visibility.