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Brick and Mortar Gone Modern: Jersey Mike’s In-App CX

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As of late we’re seeing extra and extra manufacturers bear digital transformations. Particularly, we’re seeing a shift in priorities as trendy, built-in martech stacks have gotten extra beneficial for manufacturers. Partially because of the pandemic, manufacturers are more and more adopting new digital channels to have the ability to simply attain their prospects with distinctive, customized messages.

Not each model needed to make the change to digital, although. There are manufacturers which can be digitally native, which means they have been conceived within the digital world and have all the time been current on digital platforms. Often known as “digitally-native brands” (DNBs) these manufacturers begin with an integrated tech stack, permitting them to ship a customized, environment friendly buyer expertise from day one.

But what concerning the manufacturers that did must adapt—the non-DNBs? How do they incorporate digital channels into their advertising technique?

Digital Transformation Tips for Non-DNBs

1. Check All Digital Channels

To create a completely unified buyer expertise, manufacturers want to contemplate the place and how their prospects can be interacting with them. If you’ve channels created, be certain they’re optimized to cut back friction within the consumer expertise.

As an instance, by way of buyer suggestions, Jersey Mike’s, a sub sandwich model born in 1956, discovered that they wanted to streamline their on-line ordering expertise. After digging into the info, they seen numerous orders have been coming from the cellular web site however not by way of their cellular app.

The fantastic thing about cellular apps is that they reside proper on a consumer’s residence display and give the consumer fast entry to their account and all—or most—of what a model has to supply. In distinction, a cellular web site is much less handy, typically extra cumbersome to make use of and might add friction to the consumer lifecycle if the consumer isn’t acknowledged by the cellular web site.

Once you determine a brand new channel, it’s essential to keep up it. Customers will discover and attempt to interact along with your model through your current channels and you’ll want to be certain their expertise is optimized on each.

2. Assemble the Right Tools

Once your model decides on the channels to concentrate on, you’ll want the suitable instruments in place to make sure you can optimize information assortment by way of these channels. A buyer expertise is just pretty much as good as the info you’ll be able to draw from it. Otherwise, how will you already know what works and doesn’t work?

The integration of Iterable, Segment, and Amplitude gave Jersey Mike’s the power to check, edit, retest, and deploy messages throughout a number of channels, primarily based on particular person buyer information. In the method, every of those instruments performs a definite function in Jersey Mike’s total advertising technique.

To create a constant, built-in buyer expertise not solely on the cellular app, however throughout all digital channels, manufacturers ought to put money into updating their tech stack to keep away from information silos and fragmented buyer journeys.

3. Get Personal

Once you’ve your channels chosen and your martech instruments built-in, it’s time to get private. The information that your model collects by way of these varied channels is extremely beneficial. But, it’s how you utilize the info that can set you aside.

Jersey Mike’s, for instance, had the aim of re-engaging their loyalty program prospects. With the trendy tech stack in place, they may simply phase which prospects have been a part of the loyalty program however hadn’t made an in-app buy prior to now three months. A “We Miss You” email was despatched to those prospects to “nudge” them to make a purchase order by way of the app.

With this integration and sharing of knowledge, advertising messages are constructed particularly for sure customers. A modernized tech stack that permits for consolidated, segmented information offers manufacturers like Jersey Mike’s the power to carry their in-store personalization to digital channels.

4. Stay True to Your Roots

For non-DNBs, don’t neglect concerning the components of brick and mortar areas that made your model what it’s as we speak. Adapting new know-how and making a cross-channel expertise doesn’t exclude pre-existing channels. Physical shops created the model you’ve now, so embrace the qualities they bring about to the client expertise.

There are points of a brick and mortar retailer that Jersey Mike’s needed to make sure remained after they adopted using digital channels. For instance, the franchise house owners and crew members know prospects by identify. Their aim was to maintain that very same stage of personalization intact with the addition of digital channels.

Non-DNBs Can Benefit from a Digital Transformation

While historically brick and mortar manufacturers could also be cautious of adapting new applied sciences, it’s essential to do not forget that bodily and digital channels should not mutually unique. In truth, as a result of customers typically use a number of channels, together with in-store procuring, when making a purchase order choice, benefiting from your full breadth of channels will create a holistic buyer expertise.

Undergoing a digital transformation offers non-DNBs the power to ship the suitable messages on the proper time on the suitable platform, matching their ranges of in-store and digital personalization.

To see how Kelly and her workforce have been in a position to enhance the Jersey Mike’s buyer expertise with Iterable, Segment, and Amplitude, try the webinar.

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