Marketing Currents - Business and Marketing Current Events

Gatorade has a new loyalty program


Gatorade has launched its first-ever rewards program available exclusively through its new membership platform Gatorade iD. Consumers can now earn points on in-store and online purchases, which can be used for rewards.

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Discussion Questions:

  1. Based on what you learned from this news story, what is Gatorade iD?
  2. Why would Gatorade launch a rewards program?
  3. Are you surprised they didn’t already offer a rewards program? Why or why not?
  4. What is a brand?
  5. How would you describe Gatorade’s brand?
  6. What role do celebrity collaborations, like those with DJ Khaled and Caitlin Clark, play in strengthening Gatorade’s brand image?
  7. How might those collaborations help to drive more consumers to register for the new rewards program?
  8. Why is that important to Gatorade?
  9. What is a database and how does it relate to marketing?
  10. What are the potential benefits for Gatorade in building a database of loyal customers through the Gatorade iD program?
  11. What is customer experience?
  12. How does the Gatorade iD program provide a more personalized experience for its members, and why is this important for customer satisfaction?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.