[Case Study]- Selling on Mobile: How brands are bringing the big revenue?

Feb 1, 2017

All of us are witnessing this change, “Brands are now trying to reach customers through mobile apps, introducing best-practices of Mobile Marketing.”

The competition has become really stiff.  Each single brand holds creative approaches to Mobile Marketing for getting big results.

This case study hurls light upon purpose brands share when using Mobile Marketing and elements & technology to drive maximum mobile engagement. And, we aim to give marketers a better idea of mobile tactics essentially working.

 ‘The best opportunity on Mobile lies in Engagement.’

To stay related to your audience, it’s important that you constantly find new ways to engage and offer value.

Getting messaging right takes practice. You need to be creative and fit your branding; at the same time personalization and consumer-focused approach becomes imperative. Messages sent must be timely and linked to users.

Here are a handful of stats to show why you should start moving the sales needle with Mobile marketing

  • 80% of internet users own a smartphone.
  • 3% of consumers start mobile research with a branded website.
  • 26% of consumers start mobile research with a branded app.
  • 68% of companies have integrated mobile marketing into their overall marketing strategy.
  • 71% of marketers believe mobile marketing is core to their business.

Dunkin Donuts:  You owe it all to little chocolate donuts

dunkin donut

Dunkin’ Donuts is the world’s leading baked goods and coffee chain, serving more than 3 million customers per day.

A quick overview:

  • Expanding from its original focus of donuts and pastries in the early 2000s, the name holds 24% of the market at present.
  • The year was 2012 when it launched its mobile app for the first time.
  • Its app is available on both iOS and Android.
  • The brand drives mobile technology to locate the nearest stores relative to a user’s current location.
  • Dunkin’ Donuts app has modern interface: one-tap ordering, Digital loyalty, Mobile coupons.

dunkin-app

“For the millions of people who depend on Dunkin’ coffee, beverages, baked goods and sandwiches to keep on running, the opportunity to skip the line in store and get back to their busy day even faster than before is a tremendous advantage and a significant differentiator for our brand.”

Sherrill Kaplan, Vice President of digital marketing and innovation, Dunkin’ Donuts US

What’s Working Well?

  • Rolling out mobile ordering capability nationwide, US restaurant brand Dunkin’ Donuts brought in an effort to keep pace with rival brands
  • ‘On-the-Go Ordering’ enable users to order and pay in advance via a mobile device
  • Up to 24 hours later, order can get picked up at a local restaurant
  • The rollout to 8,000 branches across the US comes as part of a wider effort by the brand to integrate mobile into their offering
  • “On-the-Go Ordering represents one of Dunkin’ Donuts most exciting and important advances
  • It has brought new level of speed and convenience for its busy, on-the-go DD Perks members.

Upshots

  • It has 11 million app downloads currently
  • It’s very important to integrate mobile with all other marketing aspects and provide customers with a seamless experience across all touch points.

Key Takeaways

  • Amazing reward programs
  • It sends consistent messages
  • They rapidly grew their list by offering an amazing opt-in offer to acquire customers

Starbucks:  Something beyond a cup of coffee

From left, the Molten Hot Chocolate, Molten Chocolate Frappuccino Blended Beverage, and Molten Chocolate Latte are shown. The Valentine's Molten Chocolate Trio drinks will help celebrate Valentine's Day. Photographed on January 29, 2016. (Joshua Trujillo, Starbucks)
Starbucks brings to you not your usual cup of tea/coffee, it is reimagined.  The name ensures everything it does honor that connection – from its commitment to the highest quality coffee in the world

A Quick Overview

  • Starbucks rules the world of coffee and it’s on its way to reigning over the mobile world as well.
  • Starbucks launched its mobile application in 2011.
  • With the new mobile “order and pay” functionality it is piloting with 4,000+ stores; the revenue is likely to grow.
  • The brand engages users by offering special bonuses and motivations like birthday gifts, discounts, and complimentary beverages, etc.
  • Within the recent years, it has boosted engagement through SMS messaging campaigns.
  • It has boosted engagement over the last year through SMS messaging campaigns.

starbucks

 

What’s working well?

  • You can easily find nearby stores as per the location and then navigate to those stores using one of your maps applications
  • Can download receipts and add tips for your barista
  • You can check real-time balances and reload cards, dynamically or manually.
  • You can order drinks and food right from your app.
  • You can pick the store you want to order from
  • It also tells you how long it will take for your order to be ready
  • Most importantly, you can share the fact that you ordered via your favorite social channel
  • You can download free music and apps
  • Track and use vouchers for free food and drinks (earned after every 12 purchases)
  • Use ApplePay to make payment

Upshots:

  • Nearly Double Digital Revenue has arrived from mobile sales
  • Till date, it has processed over 25 million transactions via mobile
  • 21% of Starbucks transactions are done through mobile app.
  • 11 million people are currently signed up to the Starbucks mobile application.

Key Takeaways

  • App is convenient and user-friendly
  • A billion-dollar volume driver
  • Customer loyalty play a key role

Though, there are areas where there is room for improvement such as having a digital billboard in the store or on your phone so that you could know about the number of orders standing in front of you, an indicator of average wait time, easier payment procedure, etc.

Conclusion

If someone had told you a couple of years ago that companies based in any of the specific location can actually lead to their nationwide presence, probably it would have been a laughter reason for you. Yet, you can see it’s actually happening.  The one aspect that makes its possible is “It Incorporates The Latest To Be The Greatest.” And, the brand value to the customer lies in the accessibility of getting your services with maximum convenience.

The brand that can guarantee a quick and flawless experience is likely to win its customers. With mobile’s transition becoming an essential part of consumers’ lives, brands need to step up their mobile strategies.

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