Consumer Brands & Retail
Loyalty platforms, campaigns and AI for consumer brands and retail
Grapefruit builds loyalty and community platforms, multi-brand content platforms, campaign platforms and e-commerce for consumer brands and retailers. Since 2016 we have built and evolved IQOS Club for Philip Morris Romania, designed traiestecugust.ro for Nestle Romania, ran the NESCAFE Alegria #goodthoughts campaign, and we now help brand teams use first-party data and AI to produce and personalise more.
Clients in consumer brands & retail
- IQOS (Philip Morris Romania)
- Nestle Romania
- NESCAFE
- Noriel
- Tuborg
- NAOS
- Bioderma
- coffee cups carrying #goodthoughts messages
- 17Mcoffee cups carrying #goodthoughts messages
- Facebook users interacted with campaign messages
- 200k+Facebook users interacted with campaign messages
- messages sent by fans
- 1,500+messages sent by fans
Challenges
What consumer brands & retail teams are up against
First-party data after cookies
Third-party tracking is disappearing and media costs keep rising. Brands need consented first-party data from loyalty, content and campaigns to reach and understand customers.
Loyalty that goes beyond points
Points programmes are easy to copy. Members stay engaged when the platform offers community, content, recognition and personal relevance, which requires product thinking, not just promotions.
Content and campaign volume
Every brand, channel and season needs more content and creative variants, while marketing teams stay the same size and brand, legal and regulatory rules still apply.
Visibility in AI answers
Shoppers increasingly ask AI assistants for recommendations. Brands whose content is not structured and trustworthy become invisible in those answers.
What we build
What we build for consumer brands & retail
Loyalty and community platforms
Member platforms with rewards, gamification, content and profiling.
Web Application Development →Loyalty and CRM strategy
Programme mechanics, segmentation and lifecycle journeys.
Digital Strategy →Campaign platforms
Integrated campaigns with interactive mechanics and measurable participation.
Digital Marketing →E-commerce
Online stores and catalogues integrated with stock, CRM and loyalty.
E-commerce Development →Marketing automation
Consented data, profiling and personalised journeys across channels.
Marketing Automation & CRM →
AI use cases
Where AI helps in consumer brands & retail
Brand-voice content production
in productionProblem: Teams cannot produce enough on-brand newsletters, posts and variants for every channel.
Approach: Custom models trained on approved brand content generate drafts that editors review; for UNTOLD this cut newsletter creation time by 80%.
Loyalty segmentation and next-best offer
pilotProblem: Loyalty data is rich but communication stays generic.
Approach: Segments and offer recommendations generated from consented member behaviour, tested against control groups.
AI search visibility (GEO)
pilotProblem: AI assistants describe products and brands inaccurately or not at all.
Approach: Audit of how assistants describe the brand, followed by structured, citable content and product data.
Community moderation support
emergingProblem: Large member communities generate more posts and comments than moderators can review.
Approach: AI flags content for human moderators according to community rules, with every decision taken by a person.
Not sure where to start? An AI Opportunity Scan ranks use cases by value and risk, or take the free AI assessment.
Proof
Consumer Brands & Retail case studies
IQOS (Philip Morris Romania) · Consumer Brands & Retail
IQOS Club: a loyalty platform grown into a community app, fully rewritten and relaunched on time
Read the case study →
Nestlé Romania · Consumer Brands & Retail
Nestlé Romania: traiestecugust.ro unites every brand in one content, loyalty and profiling platform
Read the case study →
NESCAFÉ Alegria (Nestlé Romania) · Consumer Brands & Retail
17M coffee cups carrying #goodthoughts messages
NESCAFÉ Alegria: #goodthoughts campaign put fan messages on 17 million coffee cups
Read the case study →
Noriel · Consumer Brands & Retail
Noriel Pad: a child-friendly Android tablet interface with parental controls
Read the case study →17M coffee cups
“We’ve always wanted to reach out to the NESCAFÉ Alegria consumers through a unique campaign that would strengthen our relationship with the coffee lovers. Therefore, we combined the product package and our digital assets to give consumers the means to make the entire country smile while enjoying NESCAFÉ Alegria. We believe that 17 million coffee cups bearing the #goodthoughts messages is not a small number.”
Insights
Reading for consumer brands & retail leaders
- Site speed vs. brand loyalty: How we helped IQOS Club win bothIn this article, we’ll walk you through how we helped IQOS Club optimize their loyalty platform for performance and UX, and how that translated into…
- Unlocking Digital Transformation in Dubai’s FMCG Sector: A Blueprint for SuccessThis article explores how FMCG companies can use digitalization and emerging business trends to remain competitive in this dynamic market.
- Harnessing AI for Personalization: Revolutionizing customer engagement in Dubai's Retail MarketIn this article, we will explore the immense potential of UAE’s retail market for AI-driven personalization to address key needs and elevate customer…
Consumer Brands & Retail: frequently asked questions
How do you build a loyalty platform members keep using?
We design for motivation beyond points: status, exclusive content, community, recognition and useful services, built on behavioural data. IQOS Club grew from a gamified referral and rewards platform into a community app: an 11-person team rewrote the code as a progressive web app, added member messaging and launched on time.
How do you collect and use first-party data in line with GDPR?
Through clear value exchanges (membership, content, rewards) and explicit, granular consent captured in the platform and stored with the customer record. Profiling and personalisation only use data the member agreed to share, and preferences can be changed at any time.
Can one platform serve several brands?
Yes. Traiestecugust.ro is Nestle Romania's multi-brand platform with high-fidelity content and complex loyalty and profiling mechanisms. Shared components and governance let each brand keep its identity while sharing members, data and infrastructure.
How can AI help a brand team produce more content safely?
By training brand-voice models on approved content, generating drafts and variants, and keeping editors, brand and legal review in the workflow. The UNTOLD case shows 80% faster newsletter creation with this approach. Claims, prices and regulated statements are always checked by people.
What results can a campaign platform deliver?
For NESCAFE Alegria's #goodthoughts campaign, fans sent more than 1,500 optimistic messages through a mobile-first landing page, 17 million coffee cups carried them and more than 200,000 Facebook users interacted with the campaign. Results depend on mechanics that give people a reason to take part.
Talk to our consumer brands & retail team
Share your challenge and timeline. A senior specialist who knows your sector replies with a clear next step.
We reply within 1 business day, usually the same day. Not ready to talk? Take the free AI assessment.