Insights From Marketing Pros at GameStop, SXSW, TGI Fridays & Bottle Rocket

Use Smart Engagement Strategies to Create Great Customer Experiences

“Customer experience is everything,” said Michael Brown, Director of Innovation and Emergent Technologies for SXSW. They’re always looking for ways to use tech to make experiences at the event better — more frictionless, more engaging and more modern. Brown shared a few examples of successful customer-first initiatives:

  • Replacing wristbands with mobile wallet passes: customers loved them, and production costs were slashed.
  • Implementing location-aware notifications that makes messaging more personalized — including using beacons to trigger location-specific experiences.
  • Piloting the use of a machine learning-powered recommendation engine to help give event attendees a more personalized experience (including discovering events they might not otherwise have uncovered) based on their preferences, which events they’ve been too (gathering data via RFID scans) — and even third-party data like their Spotify favorites and playlists.

Use Data to Be There in the Moments That Matter

GameStop and TGI Fridays talked about ways their brands are using data to better serve customers — by predicting the moments that will matter most, and being there in those moments.

Make (the Right) Data Accessible to the Right People

There is a ton of data available, said Washington, the key is making it meaningful, “shining a bright light on the things that are most important.” Staying focused on data points like what areas of the app and website customers have visited and how they engage with notifications are all important. Also important is stitching together what customers have done online versus what they’ve done in stores is a big challenge and a big focus. Connecting those dots — and working to make quicker decisions, and scale them, Washington says, is critical both for serving customers better and meeting TGI Fridays goals.

Look For Smarter Ways to Use Different Engagement Channels

TGI Fridays decided to launch on Alexa last year, and the results were interesting. While they loaded their entire menu into Alexa, their main focus was on promoting ribs — a great product for to-go orders. What did they learn? “Not all channels are created equal,” said Washington. While customers browsing the menu on their phones or on a desktop might want a lot of detail, on Alexa, the team found, customers just wanted to say something very quickly and get in and out of there. They made ordering ribs as easy as saying “I love ribs,” which helped. Another major boost to conversions happened when TGI Fridays implemented Amazon Pay with Alexa, which meant customers didn’t have to go through the multiple steps of connecting their credit card with their account.

Look For New Ways to Get More From Your App

TGI Fridays app is their highest growing channel and their main form of communication with customers. To capitalize on that, TGI Fridays uses the app data they get from Urban Airship to identify what the traits and behaviors of their highest value customers are, then applying that information in paid media channels to be more out of those buys.



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