News
Dairy Queen tests RFID mobile marketing solution
June 7, 2009
INDIANAPOLIS — Tetherball, an industry leader in mobile loyalty and rewards solutions, has unveiled its breakthrough RFID-based mobile marketing platform and a test with International Dairy Queen.
According to CBS News, the test is being conducted at a single Dairy Queen store in Rochester, Ind. The solution tracks customers' purchases and makes customized coupon recommendations upon their entering the store.
"We are a big believer in the future of mobile marketing," said Jamie Guse, Web site manager for International Dairy Queen Inc. "Through (Tetherball's) innovative RFID-based Mobile Loyalty Program, we are able to provide great offers to our customers in a fun and easy way while precisely measuring the effectiveness of our Dairy Queen Mobile Rewards Program."
International Dairy Queen Franchisee Dave Reasner has been working with Tetherball for nearly two years to refine the mobile loyalty program for his stores. The program now averages more than 900 members per store, with continued solid growth in membership and redemption rates. The solution is "making a measurable difference in our year-over-year traffic and revenue," he said.
How it works
Tetherball's approach helps clients "tether" their brand to target audiences by identifying what their customers want and delivering mobile campaigns that interact with permission-based mobile coupons, mobile rewards, mobile sweepstakes and mobile notifications.
Integrating traditional marketing methods such as in-store advertising, customers are engaged to sign up for mobile loyalty rewards programs offering promotional discounts. Upon joining, customers are given a Tetherball Tag, a tiny RFID chip that is affixed to their mobile phones, which uniquely identifies them through Tetherball's technology platform.
Tetherball clients are then able to send offers to their customers via standard text messaging. Offers are redeemed electronically using existing in-store RFID point-of-sale terminals or stand-alone RFID kiosks provided by Tetherball.
Reporting solution
The RFID-based solution works on any mobile phone and allows clients to measure the performance of their campaigns via real time validation and reporting.
Mobiquitous, a patent-pending real time web-based reporting system, delivers detailed visibility and analytics into coupon redemption rates and overall program performance. Whether it's reporting at a campaign level, geographical level or for a specific period of time, Mobiquitous provides clients with "real time visibility" so that they can adjust quickly and leverage the real time nature of mobile marketing.
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