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Baskin-Robbins Updates Customer Loyalty Program


Baskin-Robbins will unveil an online ordering system and digitally driven customer loyalty program this year. The brand is integrating its current Club 31 member databases into the new platform. Members will have the choice of using a traditional card or the mobile app in-store, and can access an online membership portal.

The ice-cream brand’s local marketing manager, Geraldine Van Der Merwe, said, “We have a wide demographic and while we need a consistent message, we need to look at how to deliver that to target markets moving forward. We have data from our existing loyalty program but we want to widen the types of information we ascertain via digital channels, such as purchase behaviors and location.”

To growing and driving brand awareness Baskin-Robbins is making larger investments into social and digital channels as well as content to help consumers gain a clearer and more consistent understanding of the brand. The objective is to equally drive customer acquisition as well as retention.

Members of Club 31 will have the choice of using a traditional card or mobile app in-store, and can access an online membership portal. This digital capability, in turn, will give Baskin-Robbins more data points on its customers as well as the ability to target offers and information based on behavioral and location information.

[Source: CMO]

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