The strategy behind rebrand Fetch’s — Keely Jeppson // Fetch

Keely Jeppson, Vice President of Engagement at Fetch, talks about what made the leading omnichannel performance marketing platform refresh its company's name. Rebranding a well-established brand with a large following can be risky, as it can alienate loyal customers. However, Fetch managed to rebrand in a way that resonated with customers and drove tremendous growth for the company. Today, Keely discusses the strategy behind Fetch’s rebrand.
About the speaker

Keely Jeppson

Fetch

 - Fetch

Keely is the Vice President of Engagement at Fetch

See How Fetch Happened

Show Notes

  • 02:39
    Fetch's B2C strategy and name modification
    Fetch's B2C strategy involves rewarding users for their purchases across various industries through a user-centric and fun experience. The rebrand was a reflection of the company's evolution and growth in its feature sets and user base.
  • 05:50
    The evolution of Fetch's brand and name
    The decision to change from "Fetch Rewards" to "Fetch" was motivated by the desire to reposition the app as more than just a rewards platform. Fetch wanted to capture the essence of its fun and engaging nature and reposition the app as a platform that redefines shopping.
  • 07:18
    Considerations when implementing Fetch's rebranding strategy
    Fetch had to consider how the rebranding would come to life across all touchpoints, including the core product experience, marketing channels, its website, and various assets. Ultimately, everything that users and partners interact with should reflect the new brand positioning.
  • 09:06
    The effect of rebranding on Fetch's business growth
    Rebranding Fetch Rewards to Fetch allowed the company to better represent who they are and expand beyond just rewards. This change, combined with their decision to accept and reward on all receipts, transformed the app from a transactional experience to a daily destination.

Quotes

  • "Today, we have 17 million monthly active users who are snapping 2 billion receipts every year." -Keely Jeppson, VP of Engagement, Fetch

  • "Today, there are millions of users who use our app as a way to discover new brands and to connect and compete with their friends to save on the things that they want to buy." -Keely Jeppson, VP of Engagement, Fetch

  • "We made the move to start accepting and rewarding on all receipts in mid-2020. And that had an immediate effect on how people started using our app." -Keely Jeppson, VP of Engagement, Fetch

About the speaker

Keely Jeppson

Fetch

 - Fetch

Keely is the Vice President of Engagement at Fetch

See How Fetch Happened

Up Next: