Purell’s brand loyalty program offers consumer insight

AKRON, Ohio — Almost a month after launching its Be Well Network loyalty program, hand sanitizer brand Purell has signed up 75% of the users it had expected for the year, according to Ad Age.

Kathleen Leigh, marketing director of Purell consumer, e-commerce and shopper marketing, told Ad Age that those who sign up for the Be Well Network might clue the company into consumer behavior trends beyond what IRI information can illuminate.

“One data set alone typically doesn't give you all the answers. "IRI scanner data tells what they buy,” Leigh said, adding that “we haven't gotten to the frontier yet of why they purchase."

Beyond gaining consumer insights, the idea behind the program is to inform consumers about hygiene, with suggested tweets that contain statistics about germs.

"We consider ourselves fortunate to have enthusiastic Purell brand advocates who are committed to healthy practices in their homes and communities, so we hope that they can help us spread the word about the importance of hand hygiene,” Leigh said when Be Well Launched. 

Part of the loyalty program is offering points for sharing content — 100 points for sending out a suggested tweet, with a $2 discount on Purell being awarded for every 2,000 points, and a gift card as a reward for 10,000.