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.

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…

Case Study: Using a Card-Linked Loyalty Program to Gain Customer Insights

In an effort to separate her upscale resale boutique from competitors in the area, Karma Couture business manager Sarah Kirinsky has started working with vendors like Swipely, PunchTab, Constant Contact, and Perfect Audience. She uses the platforms to reward loyalty, host online giveaways, and retarget existing customers with email newsletters and exclusive offers…

Case Study: Loyalty Program, Targeted Emails Lead to Daily Sales Spikes

At Gelato Fiasco in Portland, Maine, director of marketing and public affairs Bobby Guerette says his team initially developed the company’s digital loyalty program — dubbed the Red Spoon Society — as a way to promote individual Gelato Fiasco locations. What they later discovered was that the card-less program could be useful in promoting the wholesale side of Gelato Fiasco’s business, as well…

Case Study: For NYC Nightlife Group, Adding Restrictions Increases Deal Profitability

As the marketing director for The Lure Group, Kelly Bruce isn’t afraid to try new digital platforms on for size. Over the years, she’s worked with dozens of hyperlocal vendors, including Foursquare, Yelp, Gilt City, Grouper, Scoutmob, and HowAboutWe. “We’re doing all these different experience packages to bring in a new audience who might not be familiar with the venues,” said Bruce. “Every couple of weeks, we reach new people.”

Case Study: Switching to a Cloud-Based POS For Increased Reliability, Lower Costs

As a seasoned restaurateur, Steven Cook already knew that traditional hardware-based point-of-sale systems could be overly expensive and unreliable when he opened Federal Donuts — a shop that sells cake donuts and Korean style fried chicken — in late 2011. What he didn’t know at the time, however, was that there were alternative options for quick-service restaurants…

Case Study: How a National Restaurant Group Uses Hyperlocal Platforms

As the national sales and marketing director for East Coast Saloons, a management company that operates bars and restaurants nationwide including McFadden’s, Calico Jack’s, and Johnny Utah’s in New York City, Gina Groh fields cold calls from hyperlocal startups on a daily basis. When deciding whether a particular platform will be a good fit, Groh is primarily concerned with the return on investment and the time involved in setting up the system…

Case Study: Meineke Partners With Full Slate for Online Scheduling

As consumers get more comfortable going online to book appointments and services, companies nationwide are rushing to keep up with demand. For larger businesses with multiple locations, however, instituting an online scheduling system isn’t always a cut and dry process. Rather than jumping in head first, Meineke Car Care Centers has taken a measured approach to online appointment scheduling. The company partnered with Full Slate and launched a pilot program at 30 Meineke locations…

Case Study: Overcoming Obstacles When Redeeming Mobile Deals

Digital offers have proven to be an effective driver for customer acquisition, but the infrastructure required to redeem mobile coupons is something that many businesses — and particularly local restaurants — still don’t have in place. Not having the mechanism to scan barcodes prevented Sea Island Restaurant Group from offering digital coupons at its eight Sea Island Shrimp House and Tiago’s Cabo Grille locations, until recently…

Case Study: Promoting Loyalty With Outrageous Rewards

At Vino Vidi Vici, an Italian restaurant in Massena, N.Y., owner Crista Makdouli wanted to offer something extra to help her program stand out. “For 50 [purchases] you can get your name engraved on one of our tables, so you’ll have your own table,” said Makdouli. “For a million [purchases], we will deliver a free Ferrari with a large pizza.”