New strategic partnership between SPINS and Makeena will offer brands and retailers greater consumer insights and marketing opportunities

Photo © iStockphoto.com/monkeybusinessimages

SPINS, the Chicago-based market research firm focused on consumer-packaged goods (CPG), and Makeena (Boulder, CO), a cashback and rewards app, have announced a new strategic partnership. Commenting on the partnership in a press release, Alan Lewis, a 20-year veteran of the grocery industry explained why the partnership is compelling.

“The natural products industry already relies on SPINS to analyze product, brand, and category trends; it's hard to overstate how valuable their data is. Adding hard data on individual shoppers who use the Makeena app could change the game: these are engaged and aware shoppers – exactly who we want as customers,” says Lewis. “Makeena's ability to build deep relationships between brands and shoppers within a health-oriented community is unprecedented. Targeting promotions to those individuals and groups, while monitoring their responses in real-time, is extremely powerful.”

"The combined strengths of SPINS and Makeena could bring the natural products industry something like true, closed-loop verification of marketing spends – not just which products are selling, but where, to whom – and even why," he added.

According to the press release, the new partnership presents a number of interesting opportunities for brands. For one, they will be able to access granular insights on retailer, brand, and product selection criteria as well as real-time input on new and existing products. They can also replace coupons with discounts and offers directly to consumers through the Makeena app, and build brand-specific loyalty programs to engage directly with consumers.

For retailers, the partnership will help them incentivize consumers to come back to stores with customized offers, potentially increasing basket size and gross merchandise value, as well as building retail-specific loyalty programs to engage directly with consumers.

Our belief in a shared mission and the harmony between our business models have led us to this exciting collaboration," said Kristin Litchfield, vice president of Partnerships at SPINS, in a press release. "Makeena's commitment to uniting conscious consumers with brands that prioritize a healthier planet, coupled with our over two decades of increasing the availability and reach of such beneficial products, makes for a good match."

"We hope this partnership results in new insights which ultimately benefits the entire natural products supply chain by driving better-for-you choices further into the mainstream," offered Karen Frame, CEO and founder of Makeena.