Kellogg Co. is bolstering its mobile strategy with a new CRM initiative that will enable the company to analyze customer behavior, execute personalized mobile campaigns and drive consumer engagement.

Kellogg?s has tested several mobile strategies this year, including QR codes, SMS and mobile applications. In its latest move, the company is building a Web portal that will let consumers sign up to receive brand communications via multiple channels, including mobile, as well as a CRM platform for analyzing customer behavior and executing marketing campaigns.

?Our opinion is that CPG brands are in the testing phases of mobile execution,? said Pierre Charchaflian, senior vice president of client services at Epsilon, Irving, TX.

?We believe that mobile and location-based  services will continue to grow and become an enabler for CPG companies to build targeted and personalized consumer relationships through initiatives such as mobile couponing and loyalty programs,? he said.

Kellogg did not respond to a request for comment by the press deadline.

More valuable relationships
Epsilon is Kellogg?s partner for the multichannel strategy to reach customers more effectively through multiple channels, such as mobile.

Epsilon will build and host a global real-time consumer Web portal and preference engine where consumers can sign up to receive communications from Kellogg?s brands via the channels of their choice.

Additionally, Epsilon will build and host a consumer relationship management and analytical platform that will let Kellogg analyze customer behavior.

Kellogg will be able to use this information to help it design and execute marketing programs that are personalized based on consumers? stated preferences, demographics and stated or inferred needs.

The partnership with Epsilon will enable Kellogg to leverage consumer opt-in information to build deeper and more valuable relationships by creating highly personalized experiences.

?Grocers continue to make strides in owning the consumer relationship and have been winning the share of basket battle through private label,? said Mr. Charchaflian. ?As such, CPG companies must build their own relationships  with their own consumers in order to gain and protect their market share.?

Kellogg has tested several mobile initiatives this year.

By using QR codes and SMS on cereal boxes, the company drove more than 40,000 QR scans and 6,000 texts during a promotion for Crunchy Nut cereal earlier this year (see story).

In January, Kellogg launched a multichannel campaign for the Special K brand that included a weight management mobile application in the mix (see story).

?These capabilities are becoming more critical for CPG companies,? Mr. Charchaflian said.

?CPG companies have an economically viable way to build relationships with consumers,? he said.

?The digital channels offer an impression cost that is a lot less than direct mail. CPG companies have been increasing their digital marketing spend to take advantage of these marketing dynamics.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York