How Baskin-Robbins Is Updating Its Loyalty And Payment Strategies With Mobile 

App engagement is more than just a flavor of the month, says Baskin-Robbins’ Carol Austin.By David KaplanAugust 10, 2016 — 7:00 amfacebookHow Baskin-Robbins Is Updating Its Loyalty And Payment Strategies With MobilelinkedinemailAs slogans go, Baskin-Robbins’ 71-year-old boast about its “31 flavors” is surely one of the most humble pronouncements of any major brand. The ice cream chain, which has 2,500 U.S. locations (7,300 in total across 50 countries), has actually a created 1,000 flavors since the brand came together in 1953.Beyond the addition of new flavors, the Dunkin Brands-owned franchise has also begun expanding its digital mix. Last week, Baskin-Robbins launched its mobile app with a focus on promoting mobile payments, loyalty — and ultimately — consumer engagement, says Carol Austin, VP of Marketing at Baskin-Robbins.Baskin-Robbins’ launched its branded app with an initial focus on mobile payment, discounts, and loyalty.The Baskin-Robbins app is powered by Tillster, a restaurant-focused platform for digital ordering and customer engagement, and designed by DigitasLBI.While the initial marketing plan for the app focuses heavily on discounts and deals, it’s all an introduction to the larger idea of “enhancing the in-store experience” Austin notes.And as corporate sibling Dunkin Donuts continues to evaluate its own beacon and proximity marketing programs, micro-location technology is something that Baskin-Robbins plans to look at as its app offerings expand.

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