Apex Loyalty PRESENTS

Royal Canin UP Loyalty Program
B2B2C Ecommerce, Loyalty, CRM Solution

About Royal Canin

Royal Canin, a renowned French producer and worldwide distributor of cat and dog nutrition, operates as a subsidiary under Mars, Incorporated. Founded by French veterinarian Jean Cathary, the company conducts extensive research into the distinctive dietary requirements of dogs and cats. Cathary’s inspiration stemmed from his successful treatment of various skin and coat ailments in pets, achieved by feeding them a specially formulated cereal-based diet he crafted in his garage. This experience led him to recognize the paramount importance of nutrition in maintaining pets’ overall health.

Challenge For Royal Canin

Royal Canin needed a B2B2C platform to digitally transform & incentivize their channel partners (petshops & breeders) via gamification & rewards. The solution also needed to address the collection of pet owner (consumer) data via channel partners to enable direct-to-consumer marketing with personalized promotions & campaigns. Requirements for this B2B2C solution were as follows;

A B2B2C solution: Solution needed to cover customer engagement, gamification, loyalty mechanics, personalized communication, campaign management, incentive automation capabilities for petshops & breeders (B2B channel partners), data collection & marketing capabilities for pet owners (B2C consumers)
A single platform to serve different customer profiles & different business flows: The platform needed to be capable of offering different functionality, content, engagement tools & loyalty mechanics for pet shops, breeders & and pet owners.
Api-Driven: The platform is needed to connect to RC systems to exchange data.
A built-in marketing tool: Solution needed to segmentize collected pet owner data based on 100’s criteria, create different customer journeys & send personalized emails / SMSs to different segments of pet owners.

Solutions for Royal Canin

“Royal Canin UP” is a B2B2C customer engagement, loyalty, CRM and marketing platform designed to transform the way RC deals with the channel trade (petshops, vets & breeders) customers & also enable direct-to-consumer marketing to consumers (pet owners).

B2b2c Loyalty Platform for Petshops: Solution needed to cover customer engagement, gamification, loyalty mechanics, personalized communication, campaign management, incentive automation capabilities for petshops & breeders (B2B channel partners), data collection & marketing capabilities for pet owners (B2C consumers)

Loyalty Platform for Breeders: This module rewards the breeders based on their business relations and platform interactions. Breeders make pet owners members of the loyalty program in exchange for a discount voucher on an e-commerce website. The pet owners earn different privileges and discounts according to their contribution and segment.

Royal Canin category began to collect precise pet & pet owner data that resulted in the enablement of direct-to-consumer marketing & mid-term consumer loyalty.

CRM & Marketing Platform for Pet Owners: A built-in marketing tool: Solution needed to segmentise collected pet owner data based on 100’s of criteria, create different customer journeys & send personalized emails / SMS’s to different segments of pet owners.

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incremental sales generated by Apex incentive automation tool

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increase in customer retention

Results for Royal Canin

Thanks to the platform's advanced targeting and incentivization capabilities tailored to different segments & stores, the pet shop category achieved a significant return on investment (ROI) of +11% incremental sales.

Hear From Our Customers

“Apex Loyalty is a loyalty expert, offering many proven solutions for customer engagement, retention, loyalty, incentivization, and reward. To date, they've added great value to our business with their domain expertise & technical capabilities. Apex positively differentiates itself by offering personalized solutions tailored to the needs of companies.”