Dairy Queen is now smart phone friendly, with a mobile version of its Web site and the new "DQ Restaurant Finder" application for iPhone and iPod touch devices developed by space150, the digital marketing agency of record for American Dairy Queen Corp.
Both mobile platforms feature an intentionally simplified user experience compared to the full DQ Web site. While the full Web site encourages engagement with its multiple pages, the finding of a Dairy Queen store is at the core of both the iPhone app and the mobile site experience. The mobile site also has simplified menu and nutritional information, and the iPhone app uses GPS to find the closest store based on the user's location.
DQ determined to focus on the store locator experience for its mobile guests as their demands for it grew. Mobile traffic to the site has more than tripled from last year, and the store locator page had more visits than any other page on the site – including the home page.
"We're thrilled to see the growth in traffic from mobile users," said Michael Keller, DQ's chief marketing officer. "Our mobile users have different objectives than desktop users, and we wanted to make sure we make it easy to give them what they want."
