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
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a pretty interesting article to read. I will learn more about this company later.
Dan Bullock
40 staff and 1000 contracts affected as foodora closes its Australian operations
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016