Baskin-Robbins goes Mobile
Given their loyalty base which has been developed over the years through ‘Club 31’, Baskin-Robbins decided it was time to go digital with the brand via a new app and offer their loyal customers a new way to pay and earn points at any one of the 80 stores throughout the country.
Named the top ice cream and frozen dessert franchise in the United States by Entrepreneur magazine’s 35th annual Franchise 500 ranking, Baskin-Robbins is the world’s largest chain of ice cream specialty shops. Baskin-Robbins creates and markets innovative, premium ice cream, specialty frozen desserts and beverages, providing quality and value to consumers at nearly 7,300 retail shops in nearly 50 countries. The company was founded in 1945 by two ice cream enthusiasts whose passion led to the creation of more than 1,000 ice cream flavours and a wide variety of delicious treats
As a company that recognises the importance of rewarding loyal customers, Baskin-Robbins felt that providing an app would be the most effective way to create exclusive offers, run competitions and give away free ice cream all while enhancing the customer experience. The ability for customers to pay for items without needing their wallets and to earn points with every purchase incentivises them to return and save up their points to redeem free items and rewards.
The best part about the app is that while it rewards customers for their loyalty, it allows Baskin-Robbins to gather great data on these customers generating things like visit frequency and spend per visit. Through gaining this data via the app, Baskin-Robbins can improve their marketing communications tailoring things like emails and push notifications to individual customer groups to further enhance the customer experience.