Procter & Gamble: Raising Brand Visibility, Reducing Costs

As one of the world's largest consumer products companies, Procter and Gamble (P&G) devotes a significant portion of its branding and loyalty strategy to consumer incentives and rebates worldwide. In 2013, the company issued checks to consumers in more than 180 countries. P&G wanted to continue to reinforce brand recognition among its customers without the cost, complexity, and escheatment burden of paper checks.

The Opportunity

For more than 25 years, Onbe has specialized in developing cost-effective payment solutions for consumer incentive campaigns. As a longtime partner of P&G, Onbe was uniquely positioned to provide a comprehensive payment solution along with global expertise in reconciliation, administration, and customer service.

The Solution

Onbe developed a customized program to meet P&G’s unique requirements. The incentive card solution:

• Replaced rebates and money-back guarantee payment checks with a branded payment card
• Executed a customized monthly straight-through reconciliation accounting methodology across dozens of unique brands and segments
• Provided a universally accepted payment method that extends brand loyalty and is preferred by consumers in the U.S.

The Results

Since its inception in 2013, the Onbe-P&G incentive card solution has become the payment method most preferred by consumers and decision-makers. Among its many benefits, the solution:

• Nearly eliminated P&G’s use of consumer checks in North America
• Led to savings of more than 65% on P&G’s payments operating costs

P&G now uses payment cards for market research, sweepstakes, sales incentives, product testing, consumer reimbursements, special events, and more.