On June 24 GOJO Industries, inventors of PURELL® Advanced Hand Sanitizer, launched the “Be Well Network” loyalty program to reward its consumers for healthy hand hygiene habits and encourage them to spread the word about how to reduce the risk of illness and infection in their daily lives. Members of the Be Well Network will earn points for a variety of activities in addition to product purchases, including sharing hand health tips with their social networks or contributing their own point-of-views on how to stay healthy.
Kathleen Leigh, Marketing Director, PURELL Consumer, E-Commerce, Shopper Marketing, participated in a Q&A with Loyalty360 to discuss the new loyalty program.
What factors prompted the launch of the “Be Well Network” loyalty program and what makes it unique to its customers?
The time was right to expand our relationship with loyal advocates, to not only reward them for their purchase, but also create ambassadors who will help us spread the word about the importance of proper hand health and persuade their friends and families of the unique product benefits of PURELL Hand Sanitizer, since not all hand sanitizers are created equal.
Recommendations from the CDC include a hand hygiene regimen of washing your hands with soap and water and, when soap and water is not available, to use an alcohol-based hand sanitizer with at least 60% alcohol. Our goal is to improve the everyday habit of good hand hygiene and we do this through the formulation of our products, continual learning and research with end users and advancing the science of hand hygiene through evidence-based outcome studies. The PURELL Be Well Network will help us do this by engaging with fans and fostering meaningful conversations around hand hygiene.
Did PURELL have a loyalty program in the past?
GOJO is a leading manufacturer of hand hygiene and healthy skin solutions around the globe. PURELL is sold through our B2B distribution channels as well as in consumer retail. Through both our B2B and consumer channels for PURELL Hand Sanitizer, we have launched marketing programs to engage customers, however, the PURELL Be Well Network is the company’s first formal loyalty program.
What are your goals for the program?
We see the PURELL Be Well Network as much more than a purchase-based or reward-for-purchases program. This community has been designed with two-way engagement in mind, so we can learn from our loyal consumers about hygiene issues that are important to them and, in turn, we can share the best of our hand health expertise for them to share with their friends and families.
Is this program almost a kind of Voice of the Customer engagement initiative?
Absolutely, this community has been designed for two-way communication. The Be Well Network can spark productive dialogue about hand hygiene and healthy skin and help us better understand our customer’s hand hygiene habits in their daily lives.
What does customer loyalty mean to the company, and has that definition changed at all in recent years?
Customer loyalty means a great deal to our company. The GOJO purpose is “Saving Lives and Making Life Better through Well-Bring Solutions.” We do this by constantly evolving the science of hand hygiene and skin health and delivering products to customers that are the most effective at killing germs, maintaining and improving the skin condition and are pleasing to use.
How do you stay on top of new technologies and what role do they play in the new loyalty program?
GOJO has a history of leading innovation, beginning with our founders, Goldie and Jerry Lippman, who invented the first waterless hand cleaner to provide a solution to customers. This culture of leadership, innovation and continuous improvement is part of who we are as a company. The Be Well Loyalty Program allows us to continue to engage with our customers, to learn and create the products they need and want to help keep them healthy and well.