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Chick-fil-A Case Study: Using Mobile Keyword Technology for Customer Engagement
技术
- 应用基础设施与中间件 - API 集成与管理
适用行业
- 食品与饮料
适用功能
- 销售与市场营销
服务
- 软件设计与工程服务
挑战
Chick-fil-A 是一家全国性快餐连锁店，他们希望更好地与不断增长的客户群建立联系。他们希望开展几项互动式文本营销活动，向现有和潜在客户发送促销、优惠券、餐厅提醒和问候。他们面临的挑战是找到一种有效的解决方案，让他们能够轻松收集客户的联系信息并扩大客户覆盖范围。
关于客户
Chick-fil-A 是一家总部位于美国佐治亚州的全国性快餐连锁店。该连锁店提供种类繁多的早餐菜单、沙拉、卷饼、配菜、甜点和一系列美味的鸡肉主菜。截至 2011 年 6 月，Chick-fil-A 在美国 39 个州和哥伦比亚特区拥有约 1,600 家分店。该公司有意利用移动技术更好地与不断增长的客户和顾客建立联系。
解决方案
Chick-fil-A 借助 Trumpia 的批量短信技术来推动其互动文本营销活动。他们使用移动关键字技术来扩大客户覆盖范围并轻松收集客户的联系信息。移动关键字是一个单词短语，用于标识产品、服务、操作或业务。客户可以将移动关键字发送到 Trumpia 的短代码号码以接收更多信息并加入 Chick-fil-A 的移动联系人列表。餐厅在多个渠道上宣传他们的关键字，例如餐厅的在线博客、社交媒体、在线网络和各种餐厅标牌。他们还利用 Trumpia 的 MMS 图片信息系统向客户发送图片文本优惠券和促销信息。
运营影响
数量效益
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