Case Study: Hotel Chain’s Hyperlocal ‘Microsites’ Increase Online Bookings

Spurred by industry research showing that today’s travelers are more interested in creating memories than receiving discounts, Red Lion has launched a hyperlocal initiative that involves developing local “microsites” for each of the company’s hotel properties, along with localized menus, new transportation signage, and even employee nametags that offer localized tips for guests…

Case Study: Hospitality Group Replaces Direct Marketing with Hyperlocal Campaigns

As mobile marketing picks up steam and consumers get more comfortable downloading branded apps on their smartphones, Wind Creek Hospitality marketing VP Michael Perhaes is becoming less reliant on direct marketing techniques for customer retention and acquisition. Although Wind Creek’s mobile apps are still new, Perhaes is already seeing response rates that are much higher than those he has achieved through email marketing alone…

Case Study: Restaurant Chain Uses Loyalty Data to Improve Customer Experience

If sales of a particular menu item seem slow this month, then Lucas Clarke is curious to know why that is. The director of marketing at MAD Greens, a Colorado-based chain of restaurants that specializes in seasonal salads and sandwiches, Clarke uses the data from his company’s card-linked mobile loyalty program to learn about sales trends in real-time…

Case Study: Pizza Chain Uses Customer Data For Targeted Offers

At Patxi’s Pizza, a pizza chain with 12 locations in California and Colorado, marketing manager Jordana Heinke uses the purchasing data she gathers through her company’s mobile loyalty program to send highly-targeted offers to her most frequent customers. “We can immediately see changes happening with volume of interest and redemption if we change a reward,” Heinke says…

Case Study: Tennessee Cafe Fends Off Daily Pitches From Hyperlocal Marketers

“You can buy ads and you can post things on Facebook all day long, but unless somebody actually understands your passion and understands what you’re trying to do for the community, they’re not going to tell their friends,” says Reveille Joe Coffee’s Matthew O’Dell.

Case Study: Caribou Coffee Amps Up Holiday Sales With Mobile Gift Cards

In an effort to enhance Caribou Coffee’s mobile marketing capabilities, and spur a boost in gift card sales during the important holiday shopping season, vice president of marketing Michele Vig launched an eGift card initiative in early November. Now, customers who purchase eGift cards online can send their gifts to friends via email. Recipients can then redeem their gifts by showing their smartphones to a cashier or printing the gift card at home and handing over a paper printout…

Case Study: Jersey Mike’s Integrates Mobile Ordering with Loyalty Program

When it comes to hyperlocal tools, the whole is often greater than the sum of its parts. That’s what Jersey Mike’s chief marketing officer Rich Hope has discovered since launching a redesigned mobile application that integrates online ordering with a customer loyalty program earlier this year. “I don’t think anybody has combined the loyalty program and online ordering yet and completely integrated the two,” Hope says…

Case Study: Lenovo Uses Local Search Tactics to Drive In-Store Sales

How does a brand without its own brick-and-mortar stores drive offline sales? That’s the question that Donna Bedford and Rick Medeiros have struggled with as they continue to develop Lenovo’s local search strategy. “We’re starting to think, how do we start becoming more hyperlocal? We’re a global company, so how do we develop that hyperlocal presence and really try to make sure that people clearly know who we are,” Medeiros says…

Case Study: Pizza Hut Upgrades Mobile Ordering With Localized Deals

Almost two decades after Pizza Hut first began accepting orders online, the company is continuing to beef up its digital presence. The latest step is a major overhaul of the Pizza Hut mobile app, upgrading the online ordering experience with location-aware features and user-recognition capabilities…

Case Study: Udi’s Pushes Targeted Messages Using Hyperlocal App

Getting customers to participate in Udi’s Food’s paper-based loyalty program was never a challenge for Angie Hoagland, director of brand development for the Colorado-based company. But as the years went by, it was the lack of data that Hoagland was able to collect from the punch card program that led her to start looking for mobile alternatives…

Case Study: Cosi Drives In-Store Visits With Mobile Campaign

Traditional media buys can generate brand awareness, but when it comes to driving foot traffic, it’s all about mobile. “The most important thing for us is to drive traffic to either increase visits from current customers or to bring new customers in,” says Marc Lapides, director of marketing at Cosi, the fast-casual restaurant chain with more than 100 locations in 16 states and the District of Columbia. “We really wanted to find a way to use mobile technologies to drive people into the store.”

Case Study: Natural Food Chain Sees Steady Growth In Mobile Coupon Redemptions

One-in-five consumers has downloaded a supermarket app, and the majority of those consumers use their mobile apps at least twice a month. In an effort to get in on the trend, PCC Natural Markets, a health food co-op with nine locations in Washington, partnered with Chinook Book earlier this year on a mobile coupon app. “Print coupons are still very popular — we get a ton of them that come through our registers — but it’s inevitable that digital coupons will become more prominent,” says Tom Monahan, marketing manager at PCC.

Famous Footwear Integrates Mobile App With Digital Wallet, Rewards

As shoppers grow more accustomed to using their smartphones to research products and search for coupons while shopping in-store, retailers are being forced to introduce their own branded mobile apps just to keep up. Famous Footwear is one of the latest retailers to jump onboard, with a mobile app that integrates with the company’s rewards program and provides shoppers with features meant to improve the in-store shopping experience…

Case Study: Blimpie Closes the Loop With New Mobile Gaming App

“For a restaurant company like ours, millenials are hugely important,” says Steve Evans, vice president of marketing at Blimpie, the quick-serve restaurant with nearly 1,000 franchise locations. “They tend to be a huge customer base for years to come, and all the research that we’ve seen shows consumers make their brand choices — and their brand loyalty — early on in life. If you get people in their earlier years, they’re still open to change.”

Case Study: Lowe’s Builds On Mobile Strategy With In-Store Item Locators

As consumers get savvier in the way they use mobile technology while shopping at brick-and-mortar stores, retailers are beginning to provide their own tools to combat the showrooming effect. For Lowe’s, that means offering mobile tools that shoppers can use to locate items in-store, scan barcodes, read product reviews, check out image galleries, and manage their own loyalty program accounts…

Case Study: Managing Online Reputation in a Healthcare Setting

As the healthcare industry evolves, it’s becoming increasingly common for physicians to utilize hyperlocal tools for both patient acquisition and retention. As the public relations director at Nova Medical Group, one of the largest integrative primary care practices in Northern Virginia, Melanie Schmidt is responsible for spearheading the group’s digital marketing initiatives. She works with hyperlocal vendors like Demandforce, CriticMania, and Binary Fountain on patient acquisition and retention efforts…

Case Study: Boosting Customer Retention With a Card-Based Program

Local merchants need to keep their customer base in mind when deciding which hyperlocal loyalty platform to use. After experimenting with a mobile-only loyalty platform, Alex Su, the owner of Tpumps Tea Shop in San Mateo, Calif.,was surprised to learn that his customers weren’t as interested in earning rewards through their smartphones as he had previously thought. A different kind of loyalty program from FiveStars provided an alternative…

Case Study: Using Predictive Analytics to Improve Campaign Performance

In Greg Bucko’s world, data is king. As the manager of customer insights for Southern States Cooperative, a farm supply and service cooperative with $2.5 billion in revenue, Bucko is responsible for making sure his company is targeting its most profitable customers with direct mail and other marketing calls to action. His company uses predictive analytics tools to analyze variations in marketing campaigns, with the goal of being able to improve customer targeting…

Case Study: Supermarket Chain Increases Basket Size With Card-Linked Coupons

At Lunds & Byerly’s, a chain of 22 upscale grocery stores in the Twin Cities region, marketing manager Dan O’Rourke faced certain operational limitations that made it difficult for his company to expand into the digital arena. To overcome these challenges, O’Rourke looked into vendors that offered card-linked coupons…

Case Study: Restaurant Chain Uses Mobile Promotions to Reach Millennials

Homestyle Dining Chief Marketing Officer Jon Rice knew that implementing a sweepstakes program across all of his company’s 142 Bonanza and Ponderosa steakhouse franchises would be a logistical challenge. So he opted to partner with Front Flip, a mobile engagement and loyalty platform, to generate excitement, boost engagement, and gain more insight about his guests…