Mobile customer experience (CX) and recent success for brands
By Jack Herbert • August 22, 2019
For decades, brands competed on price, product, place, and promotion. Now, mobile customer experience (CX) is the new challenge. Here are a couple of brands that experiencing success.
Subway has taken SMS to the next level. Subway has 5 million customers on its text message list, and uses that list to send promotions with detailed images such as menu items and maps for the nearest store. Millennials prefer communicating with brands over text, and Subway had a 144% increase in redemption rates with the rich communication services (RCS).
Chipotle teamed up with peer-to-peer payment mobile app Venmo, and surprised burrito-eating consumers by depositing between $1 and $500 in their digital wallets. For a week in mid-March, 25,000 people a day were alerted that virtual cash had been awarded to their Venmo account. Chipotle was clearly targeting millennials and Gen Z, who often use Venmo to split up lunch or dinner costs.
Burger King’s mobile app began testing the offer of one coffee every day $5 bucks a month. Burger King sends daily reminders via push notification, text message, and email. With the price of a large BK coffee in mind ($1.79), if you order a cup every day, that price comes out to be about 30 cents a day. Burger King is bringing the direct-to-consumer subscription model to cups of coffee. This is also a smart way to see if Burger King can steal young adult coffee drinkers from Starbucks and Dunkin’. The price is right compared to the competition, and it’s mobile-minded and convenient, all of which should appeal to millennials.