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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...

Prince Arora

5 brand strategy lessons from Gelato Messina

Read more

Thanks for sharing! Meet the Softcrylic team at Adobe Summit 2019. This team works with a broad range of clients helping solve complex bu...

Anderw Hagel

What Richard Branson has to say about experience delivery, leadership and disruption

Read more

Latest Podcast

More podcasts

Sign in