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
The second episode of CMO’s 3-part video series on how CMO50 luminaries are achieving greater marketing agility has landed!
The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.
Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?
Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.
Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...
Caroline Scott
7 ways CMOs can improve their customer engagement game
Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...
Quent Sinder
Why empowering others can help make you a great leader
CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...
Anna Janicka
Sensis rebrands to Thryv and brings business software to Australian SMBs
AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...
Alice Labs Pte. Ltd.
CMO's top 8 martech stories for the week - 6 May 2021
Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...
Marcus
10 lessons Telstra has learnt through its T22 transformation