Business, Marketing, Strategy, Technology, Web

Loyalty Card and Analytics together via Apps! – Way to go GBK


Everyone knows that Apps! are serious business. Instagram acquired for $1 billion, over billions of apps on iPhone and Android, to a large degree windows phone and blackberry failing due to lacks of apps! There is Facebook App, LinkedIn App, BBC News App, NDTV App, Hotel Booking Apps, Amazon Apps – many many apps! Most of the apps however are of 1 category – taking interaction from the user from the computer to their mobile device – which makes sense as it keeps the user engaged all the time.

gbkTill now, I have not seen many real consumer based companies moving to Apps to keep the user engaged and also gather useful analytics for themselves. This attempt by a Gourmet Burger Kitchen in the UK seems like a clever entry point.

Loyalty Cards have been around for a long long time. They give the user an incentive to come back, generate more revenue for the service provider and many times the user introduces other users to the brand as well. All this has been fairly well understood. Till now – loyalty cards existed like cards and not Apps!

By introducing the GBK App as a loyalty card – GBK gets so much more information and in turn helps grow the business.

  • User Analytics – App helps you measure number of repeat visits (per week, per month, per year)
  • Customer Retention – If the user starts using the app but does not come back then surely you can give them some special coupon to get the repeat business!
  • Location – When you are in the restaurant business, one of the most important things for you is Location! Through this app though you get to know exactly how many people and which people frequent which areas for GBK.
  • PaperlessĀ andĀ ConvenienceĀ – We all want to be green! And no one wants to look for bits of paper when you can have it in your smartphone.
  • Customer Categorisation – As the user needs to use to app before ordering to get the discount – you know their usual order size and margins – better of all you know the customer details. You can focus on the most profitable customers!

I believe this is just the start of the move of loyalty cards – maybe one day the term itself will change to Loyalty App!

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Business, Marketing

Does the new Vodafone campaign work?

Shubham, in one of his earlier posts, had covered the interesting Vodafone ads featuring zoozoos and one of the comments on that post wondered why the ads worked. The ads are definitely interesting depicting the various services of Vodafone with a humorous short. And the novelty of the ads ensures that they will definitely have high recall. The campaign itself has been executed well like Shubham pointed out.

But will the ads work? My hunch is that it will not. The Hutch ads featuring the puppy seem to have done more to popularize the breed of dog (pugs) than the network itself and the Vodafone ads seem to be operating on the same level. The ads themselves are quite sophisticated. The purpose of each ad is probably best understood by the urban market, the most saturated market as far as cell phone penetration is concerned. The ads do not offer the urban customer compelling enough reason to switch networks to Vodafone (switching costs for mobile networks being very high). The ads do a wonderful job of advertising Vodafone’s services to their existing user base but surely there are more effective ways of achieving the same result.

The semi-urban and rural market will be fairly clueless about the point of the Vodafone ads. While they may understand that Vodafone is advertising its value added services, those markets still use the cell phone primarily for making and receiving calls. The ads do not give non-urban customers a reason to use the Vodafone network. Contrast this with the latest ads by Tata Indicom emphasizing their superior network quality which is a reason to switch over to them. Inspite of this, the success of the Tata Indicom ad is still not guaranteed.

The advertising world (and the business world) knows no certainties. As Shubham pointed out in his earlier blog, campaigns which are perfectly thought out and executed can fail because of random factors which should not have mattered. You can only run campaigns according to your understanding of the market and hope that the market interprets them the same way.

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Business, Entrepreneurship, Marketing, Planning, Public Issues

Vodafone Zoozoos are the new Hutch Puppies

The latest commercials by Vodafone featuring Zoozoos have hit the Indian Market like a storm. They have caught attention, became popular and will now probably go into history as one of the most brilliant advertising idea for the industry. The question on every advertising manager’s mind will be “Why have they clicked?” Can there really be an answer to this!

If you look at the history of Vodafone in India, they have had a similarly succesful campaign when they were known as Hutch. The Hutch Puppy started as a small campaign, grew into a really popular one and got a lot of recognition. The Hutch Puppy probably had a decent enough brand value and now you can see a puppy being used in a lot of other ads trying to use that brand equity, which Vodafone did not care to take along.

You can never tell what will click with the masses. Sometimes the most perfectly surveyed and tested campaigns fail miserably (example the new coke campaign) and sometimes small campaigns become a rage! This campaign of Vodafone Zoozoos should get credit for all aspects! Vodafone launched the campaign during IPL, one of the most expensive times to launch a campaign on television. Vodafone made 15-30 advertisements for different services offered, which involved a decent commitment to the campaign! Plus they have taken all the right steps to make it popular both on television and online.

The advertisement also puts a question in front of other telecom companies, does having big movie stars and cricketers as their brand ambassadors really help? Can’t simple animated characters based on local theatre slim built women dressed in white costumes, called Zoozoos draw more attention? It has changed the way advertising can be done and seen! A new trend, a new wave!


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