News Byte: Dairy Queen Aims to Get Closer to Customers

Share this article:
News Byte: Dairy Queen Developing Local Mobile App
News Byte: Dairy Queen Developing Local Mobile App

Dairy Queen (DQ), a nationwide chain serving frosty treats and fast food, will launch in Q4 of this year a pilot for a branded iOS and Android application. Though DQ already has an official app that offers store locations and discounts, the new app—developed and powered by Mozido and which will replace the old app if successful—enables location-targeted mobile promotions and loyalty rewards.

These new features are designed to allow DQ franchises to develop store-level marketing campaigns. This is consistent with DQ's recent focus on driving in-store traffic through relevant offers. For instance, in a recent campaign, DQ emailed hyper-customized deals that were designed to send loyalty program members to locations during the frosty and ice cream-unfriendly month of January.

DQ's upcoming mobile pilot is yet another tool to get customers into its store. The mobile app will initially launch in “select regions” in North America (a DQ spokesperson didn't specify further), DQ will assess client adoption, satisfaction, feedback on features, and improvement in store operations. The app is also designed to allow customers to pay or redeem promotions at DQ point-of-sale (POS) kiosks. The commercial launch is projected for 2014.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Mobile Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Mobile Marketing

Sorry Millennials, Gen Xers are the Real Device Divas

Sorry Millennials, Gen Xers are the Real Device ...

And men account for a greater percentage of total time spent on mobile, according to a Nielsen survey.

Chico's Updates Its Survey Style Through Mobile

Chico's Updates Its Survey Style Through Mobile

Feedback from customer communities revealed that it was time for a new look.

Android Season Approaches

Android Season Approaches

Google's traditional release window looms large—just in time to challenge Apple's impressive iPhone 6 release.