How To Get More CPG Vendor Funded Promotions

Are you leveraging loyalty data to get deeper vendor funding?

• Yes
• No

When it comes to cpg vendor funded promotions, there’s a simple but critical truth: Vendors always reserve their deepest pockets of funding for the retailers who can prove they move customers to action. So how can retailers get access to those funds?

It’s not enough to offer discounts.  Retailers must show real behavior change—higher foot traffic, stronger product lift, and proven customer engagement—to unlock bigger vendor budgets. 

How do you do that?  It starts with building a loyalty program that drives above-industry engagement through personalization, and it ends with clean, actionable loyalty data that proves those results.  

Personalization Drives Results—and Vendor Investment 

A modern loyalty platform must deliver the right offer, at the right time, to the right customer using AI-driven personalization tools.  This means: 

• Mobile apps and PWAs that show offers tailored to shopping habits 

• QR codes on signage leading to personalized rewards 

• Automatic texts triggered at the pump that invite them inside when they are 100 ft away from the product  

• Targeted SMS and email campaigns reaching lapsed, high-value, or segmented customers offsite 

Behind every offer, the system is decisioning what’s best for each customer—resulting in highly segmented, highly targeted, highly personalized engagement. That means retailers spend less marketing dollars while gaining more engagement.

When personalization is done right, loyalty penetration soars. And that is why vendors are eager to partner with Electrum’s retail partners. And why they are offering deeper funding for retailer promotions. 

Focus group response for a retailer who had been using another loyalty solution before switching to Electrum

Case Study 1: Packaged Beverage Promotion 

A vendor funded an offer for a new flavor of a packaged beverage with a highly targeted-driven SMS campaign. 

• 18,434 targeted texts were sent 

• 2,544 discounts redeemed 

• 13.8% redemption rate.  

13.8% is a solid number in the c-store space but more crucially, 32.7% of those customers who redeemed the offer and tried a new product returned to buy that product again within 90 days—proving not just immediate lift, but sustained behavior change. 

This rich loyalty data—showing real product movement, trial, and repeat purchase—is why that vendor continues to offer deeper funding dollars for the retailer’s campaigns.  

Case Study 2: 21+ Bounceback Campaign 

When working with age-restricted categories compliance is everything.  Vendors need partners who can manage complex targeting while staying fully compliant. 

In one campaign with a 21+ vendor, a retailer targeted multiple audience segments for a 3-offer BounceBack campaign: 

• Smokers who had not purchased the product in 6 months 

• Vape users who had not purchased the product 

• Traditional smokeless customers 

• Modern smokeless customers 

Through loyalty segmentation, the retailer delivered bounceback coupons via SMS to over 51,800 highly targeted customers, driving store traffic and incremental sales. 

With $310,800 in total reimbursement from the campaign plus associated sale basket lift, the program demonstrated why compliance plus innovation earns bigger vendor investments and retailer more profits. 

Electrum is one of only 2 loyalty vendors who can enable this level of targeting and bounceback promotions for 21+ products—and the retailers who can move quickly see the rewards. 

Conclusion: 

Personalization matters

Retailers who personalize, engage, and prove behavior change win the vendor funding game. They fund retailers who show them clear, clean loyalty insights—higher engagement, more redemptions, real product lift. 

With the right loyalty platform driving personalization across multiple channels, retailers create a self-sustaining ecosystem: 

• Vendors fund promotions. 

• Customers redeem at higher rates. 

• Loyalty data proves the success. 

• Vendors fund even bigger campaigns. 

It’s a win for the vendor, a win for the customer—and a major win for the retailer.