Behind the Numbers: An EMARKETER Podcast
Episode: The Other Side of Loyalty That Most Brands Miss with Fetch Rewards and Nestlé
Date: October 20, 2025
Host: Arielle Fager (EMARKETER Senior Analyst)
Guests: Carmen Gonzalez (GM of CPG Partnerships, Fetch), Nicole Luscinsk (Director of Category and E-commerce Strategy, Nestlé Frozen Division)

Episode Overview

This episode explores the often-overlooked dimensions of brand loyalty programs, focusing on how universal rewards platforms like Fetch can transform consumer engagement, data-driven decision-making, and the evolving definition of loyalty in an omnichannel retail world. The conversation features insights from both Fetch’s Carmen Gonzalez and Nestlé’s Nicole Luscinsk, who discuss their partnership, the impact of data and personalization, and the necessity for frictionless–not fragmented–consumer experiences. The dialogue is rich with tactical examples, reflections on changing consumer behavior, and actionable insights for brands navigating the modern loyalty landscape.

Key Discussion Points & Insights

1. The Evolution of Loyalty and the Fetch Story

• [02:55-04:26]
  • Fetch started in 2013 to solve the fragmentation of loyalty programs by offering a universal reward system.
  • The mission evolved to ensure that as consumers drive value for companies, they share in the rewards through a "circular economy.”
  • Fetch intends to continually reward consumers for both their spending and time spent, adapting to new generational expectations around value.
  • Quote:

    "From the minute we wake up to the minute we go to bed, we want to be rewarding consumers." — Carmen Gonzalez [03:40]

2. Fetch & Nestlé: Shared Values and the Partnership Approach

• [04:26-05:23]
  • Both companies are deeply consumer-obsessed, especially given economic volatility and shopper “financial fragility.”
  • The partnership prioritizes rewarding consumers regardless of channel (online/offline), keeping the experience seamless and meaningful.
  • Nicole details the importance of ensuring consumers actually use and value their rewards.

3. Data as the Backbone of Loyalty

• [06:52-11:11]
  • Fetch scans 11.5 million receipts every day, sits on $179B in transaction data—making it one of the largest "retailers" by data volume.
  • Purina's example: Fetch used its reach not only to promote purchases but to move users further up the funnel into brand-owned loyalty ecosystems (app downloads, profile setups).
  • Nestlé leverages Fetch’s data prowess to measure KPIs like basket size, household retention, and track success of campaigns.
  • Innovative campaigns (like licensed brands with Tapatio and Yellowstone) generated over 2x ROAS for new item launches.
  • Quote:

    "To me, the data side of things, that's how we're measuring success. And they absolutely have that capability." — Nicole Luscinsk [08:54]

4. Driving Incrementality (Not Just Capturing the Base)

• [11:13-12:45]
  • Fetch purposely avoids taking credit for consumers who were already going to buy Nestlé products ("don't subsidize your base").
  • Focus is on changing behavior—growing basket size, drawing in new category buyers, and encouraging competitors’ customers to try Nestlé.
  • Quote:

    "We don't want to take credit for that. What we want to do is influence and change that behavior." — Carmen Gonzalez [11:13]

5. Personalization and Generational Targeting

• [20:04-21:22]
  • Campaigns like those for Digiorno successfully brought in 50,000 new buyers and 180% increase in brand buyer spend.
  • Fetch personalizes rewards deeply; every user’s app experience is unique, which resonates particularly with younger, more demanding consumers.
  • Quote:

    "Each of us walk into the Fetch app, we all are going to have a different experience. And so that's really critical because… that new generation is really demanding that personalization and relevance." — Carmen Gonzalez [21:03]

6. The Importance of Enjoyable, Collaborative Partnerships

• [13:54-15:41]
  • Real partnership means solving problems together, not just transactional campaigns.
  • The rapidly changing grocery marketplace requires transparency, agility, and mutual support in solving challenges, from GLP-1s to market share shifts.
  • Quote:

    "It's just really fun working with people that understand you... and they provide so much value add." — Nicole Luscinsk [13:54]

7. Data-Informed Strategy and AI

• [15:43-18:19]
  • Fetch’s analytic capabilities go beyond reports; they help Nestlé see strategic opportunities (e.g., identifying Costco as a key entry point for Vital Proteins).
  • The companies leverage AI and machine learning for audience segmentation and targeting in real time.
  • Quote:

    "We are great with, 'Hey, I have a problem to solve. Come and help me.' We like to call those affectionately, 'oh shit moments'..." — Carmen Gonzalez [15:43]

8. Incrementality: Competing Beyond Shelf

• [18:19-19:28]
  • For brands like DiGiorno, the competition isn’t just other pizzas—it’s the entire out-of-home eating occasion.
  • Fetch’s data helps target consumers on those broader occasions, driving category growth.

9. The Case Against Building Your Own Loyalty App

• [23:28-26:33]
  • Direct-to-consumer loyalty apps can work for ambient categories, but for frozen (with its logistic complexities), partnering with Fetch is far more efficient.
  • Fetch’s established infrastructure and behavioral data allow Nestlé to tap into trained, high-intent consumer habits.
  • Quote:

    "We are using Fetch as our in-house, if you will, rewards and loyalty app. And for us, it's much easier to do that route to market than to have our own ecosystem built out." — Nicole Luscinsk [24:50]

10. Creating Frictionless, Fun Consumer Experiences

• [30:34-34:43]
  • Fetch innovates by introducing new ways to earn: events (FetchTopia), content/gaming (Fetch Play), commerce (Fetch Shop), and even rewarded streaming.
  • User-friendliness and fun (e.g., Super Bowl sweepstakes) drive engagement across generations.
  • Personalized rewards (e.g., redeem points for Lululemon guilt-free) create emotional resonance and routine app usage.

Notable Quotes & Memorable Moments

• “We want to bring that back to the home base and say, did it work on Fetch? Well, now we can actually see, did it work off Fetch too?”
  — Carmen Gonzalez [29:40]
  (On the importance of closed-loop measurement and extending insights into broader media)

• “People don't want to be spoken at. We want to be part of the conversation... it's truly about, like, what is the authentic connection.”
  — Carmen Gonzalez [34:00]
  (On the need for authentic engagement and two-way communication with consumers)

• “I just want to have fun along the journey and help problem solve.”
  — Nicole Luscinsk [13:54]
  (On the value of enjoyment and partnership in business relationships)

Timestamps for Key Segments

• [02:55] — Fetch’s origin story and universal rewards vision
• [04:26] — Shared consumer obsession between Fetch and Nestlé
• [06:52] — Fetch’s data scale and Purina case study
• [11:13] — Incrementality vs. capturing baseline sales
• [13:54] — Long-term, collaborative partnership culture
• [15:43] — Strategic value of AI and data for forward planning
• [18:19] — Out-of-home occasion targeting for DiGiorno
• [20:04] — Digiorno campaign results and deep personalization
• [23:28] — Nestlé’s strategic choice to use Fetch over building in-house loyalty
• [30:34] — Innovations for reward earning (FetchTopia, Fetch Play, Fetch Shop)
• [34:00] — The evolution towards authentic, participatory consumer experiences

Key Takeaways

• Loyalty isn't just about points—it’s about relevance, personalization, and meeting consumers everywhere they shop.
• Data-rich partnerships empower brands to shift from transactional incentives to meaningful, measurable behavior change.
• Creating fun, frictionless reward experiences ensures broad demographic appeal and fosters genuine brand relationships.
• For mature brands (like Nestlé), outside partnerships like Fetch are more efficient and powerful than attempting to build competing infrastructure.
• Closed-loop insights and agility in campaign execution are critical in a challenging and fragmented consumer landscape.