Jacob's Creek launches smartphone app to connect with customers

Australian wine brand says new mobile app is the first step in a long-term plan to engage with customers through digital platforms

Australian wine brand, Jacob’s Creek, says its new smartphone app is the first step in a long-term plan to build relationships with customers through their digital platform of choice.

The brand launched the Premium Drinks App for smartphones last week as a way of allowing shoppers to scan store receipts to receive immediate rewards. The app was released to coincide with the launch of the new Jacob’s Creek Twin Pickings wine range and to drive customer trials.

Historically, all promotional activity in-store relied on traditional redemption mechanics such as posting in or uploading receipts for manual verification, said marketing director of Jacob’s Creek owner Pernod Ricard Winemakers, Anne Martin.

“We wanted to create a direct way of communicating with our shopper and rewarding them with a simple and instant redemption mechanic for in-store promotions,” she said. “This is the first step in Jacob’s Creek developing a digital communications platform with its shoppers.”

The app can be used for competition entries, updates to a loyalty program, and to verify sales receipts and results in real-time.

“Longer term, Jacob’s Creek is looking to develop a direct relationship with a wide range of shoppers that can be targeted with offers or relevant information,” Martin said.

The app will be increasing used with upcoming below-the-line campaigns and will be communicated in-store, via retailer media such as catalogues, and via social media, she added.

Smartphones are increasingly becoming a crucial part of the customer purchasing cycle and now dominate the pre-purchase research phase. A recent survey by Google and MARC found 84 per cent of respondents used their smartphone to help make purchases while in-store, most commonly for price comparisons, finding offers and promotions and finding the location of other stores.

The Premium Drinks App is based on ScanZp technology and available on iTunes and Google Play.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

If creative, media and technology were bedfellows

It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.

Jason Dooris

CEO and founder, Atomic 212

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

loved the Qantas airline and hyundai one

Furqan Bin Rizwan

10 examples of virtual reality marketing in action

Read more

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

Latest Podcast

More podcasts

Sign in