NEW YORK – A Forrester Research analyst at the 2015 Integrated Marketing Week made a bold statement by claiming that customer loyalty is dead – in part because of mobile’s growth – which poses a significant problem for retailers because it is still crucial to brand success.
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A Domino’s Pizza executive highlighted the importance of tapping all available mobile platforms to offer consumers the ability to place quick and seamless orders, a tactic which has enabled the brand to see half of all digital orders come from mobile devices.
Chipotle Mexican Grill is continuing its tried-and-true method of SMS-based promotions by offering consumers a chance to win a trip to Denver for AT&T Major League Soccer All-Star Week to kick off the new partnership.
Sam’s Club is piloting a new mobile check-in option at select stores across the nation as it expands its Club Pickup service, which aims to undercut competition from other warehouse retailers by offering convenience.
Single malt scotch whiskey brand The Glenlivet is aiming to reach mobile users on spirit curator Caskers’ mobile-optimized site with designated shopping and exploration sections.
Baskin-Robbins is aiming to add garnish to its mobile strategy and drive up sales ahead of Father’s Day by offering consumers the ability to place orders for customized cakes and treats via its online ordering Web site, while sister brand Dunkin’ Donuts continues to leverage mobile instant-win games to drum up excitement for new products.
Expedia is extending its reach by unveiling a Spanish language site for mobile and desktop users equipped with the same features as its point-of-sale English site, proving that third-party travel marketers must ensure their services reach any interested consumer and transcend language barriers.
The Wendy’s Company is opening an innovation lab in Columbus, OH, as it looks to mobile and digital to help shore up its recent sales successes and pull further ahead of the competition by continuing to innovate how younger consumers interact with the fast-food burger chain.
Starbucks’ partnership with streaming service Spotify points to the untapped potential of combining food and beverage marketers’ mobile loyalty programs with music, as younger demographics put smartphones at the center of their content consumption and may be swayed to join programs with cross-partnership perks.
HotelTonight is changing the way hospitality marketers target consumers by delivering news of $99 room deals to subscribers of its email list as well as users on Twitter and Instagram, proving that social media continues to be a valuable communication channel for travel brands to leverage for last-minute promotions or flash sales.