8/24/2023 0 Comments Fresh step cat litter paw points![]() Providing new ways for members to contribute to these causes ties into Fresh Step’s brand purpose to make the world a more welcoming place for cats and their people. We learned that members care not only about their own cats, but about supporting shelters and helping cats get adopted. ![]() Over time, it became a mix of transactional and emotional loyalty, an evolution spurred from key program insights. Gina Fleck: For a product that was historically fairly transactional, how did Fresh Step initially seek to create loyalty?Īnne Marie Ghigo: Paw Points was originally a “snip and clip” program that was transaction-based. Gina Fleck, Director of Loyalty at HelloWorld, recently sat down with Anne Marie Ghigo, Brand Engagement Lead at Fresh Step, to discuss the Fresh Step brand and the Paw Points program. Members of its loyalty program, Paw Points, can even donate points to shelters so that they can redeem them for litter, cat beds, and other necessities. Fresh Step has also donated litter to animal shelters throughout the United States in an effort to increase cat adoption. Fresh Step provides cat owners with a variety of litter types, including clumping, non-clumping, and crystal offerings. The Fresh Step brand is a subsidiary of the Clorox company, a manufacturer and marketer of consumer and professional products. It uses technology and marketing campaigns to create brand-customer interactions, drive demand, and accelerate growth. HelloWorld is a digital marketing solutions company that specializes in the strategy and development of loyalty programs.
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