A little more than two years ago, Coca-Cola revamped its My Coke Rewards loyalty program but received some negative comments posted by members, including remarks about a series of social challenges required to earn heightened status.
Fast forward to 2017 and Coca-Cola is phasing out the My Coke Rewards loyalty program, replacing it with an easier way for customers to receive rewards.
Loyalty360 contacted Coca-Cola to learn more about the transition from My Coke Rewards to a new loyalty program.
A Coca-Cola company spokesperson issued the following statement to Loyalty360:
“We’re excited to move Coca-Cola and the rest of our North America brands to the next generation of rewards,” the spokesperson said. “We’re making interaction with our most loyal fans easier and participation more engaging through new experiences with our brands and in-market campaigns. We’ve heard from many of our current My Coke Rewards members that the process of accumulating points for loyalty was time-consuming and not instantly gratifying. To address this, we’re creating new brand programs where people can still use our product codes to participate, but with fewer steps to be rewarded. We’re also piloting several exciting digital programs this year, specifically for NCAA March Madness and Fall Football on Coke.com. We’re committed to rewarding the loyal fans of our entire beverage portfolio.”
The Coca-Cola Company’s loyalty program, My Coke Rewards, has celebrated and rewarded its most passionate and loyal fans since 2006. The changes in the loyalty program are designed to deliver more personalized rewards in a faster, easier, and more engaging way.
Here are a few key dates to keep in mind:
March 22: The last day to enter codes for Points
June 30: The last day to spend Points in the My Coke Rewards (MCR) catalog
July 1: The My Coke Rewards website sunsets, but codes still can be redeemed by entering them at Coke.com and other brand-specific sites. Rewards will be brand- and experience-based.
The company spokesperson talked about the factors that prompted the phasing out of My Coke Rewards.
“As our brand portfolio evolves, the company is evolving its loyalty program to ensure it continues to bring innovative and valuable experiences to loyal consumers across all brands,” the spokesperson said.
Coca-Cola has not announced a name for the new loyalty program.
“We will be announcing new digital engagement platforms later this year,” the company spokesperson said. “Over 1 million active MCR members were tapped to provide feedback that informed the direction of our evolution.”