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Matthew Kates has been working with retail brands for over 20 years. Along the way, he’s had stints at CPG giants like Kellogg’s and PepsiCo, and built reward programs for Xbox and Coca-Cola. Now, he’s SVP of strategy at Clarus Commerce, which has worked on loyalty programs and promotions for more brands that you might have heard of, like Hershey, Clorox, and Lowe’s.
How would you describe your job to someone who doesn’t work in retail? Clarus Commerce is a leading customer-engagement company specializing in loyalty programs and promotions. We partner with brands and agencies to better engage customers and influence their behavior throughout the customer journey. I specifically oversee the strategic planning, concept development, program design, and analytics of brand platforms—which all contribute to the creation of these loyalty and promotion programs.
One thing we can’t guess about your job from your LinkedIn profile? My job combines data and creativity. I like to think of it as painting by numbers.
What’s your favorite project you’ve worked on? Having the opportunity to be the strategic architect for My Coke Rewards was a once-in-a-lifetime opportunity. The campaign allowed consumers to enter codes found on specially marked packages of Coca-Cola products to earn points, which then could be used to redeem a variety of reward options. The program grew to become the largest CPG loyalty program ever, with over 23 million members, and enabled Coke to create a direct relationship with its consumers.
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Which emerging retail trend are you most excited about this year, and why? Everyone is talking about the metaverse right now, but it’s still in its infancy and has a long way to go. For that reason, I’m most excited about social commerce because it’s having a huge impact on customers today and only continues to evolve as TikTok pushes to the forefront of competitors. The average person spends at least two hours a day on social media, and social offers so many innovative ways to engage consumers that directly influence purchase behavior.
What’s your go-to coffee order? Nitro cold brew—so smooth and a really nice hit of caffeine to wake me up in the morning.
Worst piece of advice you’ve received? To have a 20-year plan. While it’s nice to have a career plan, it’s even better to be open to random opportunities that can take your life in a whole new direction.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? At age 15, it had to be the first computer my family owned, an Apple IIC. Its green, monochromatic screen and dot-matrix printer seem incredibly dated now, but at the time, it was amazing. Today, I’d have to say the iPhone. It’s hard to believe that the iPhone is half the cost of my 1980s Apple IIC, and it can do infinitely more.—EC