After three inspiring days at Braze Forge 2024 in Las Vegas, Billie sits down with Mitch Walden, Senior Director of Digital & Loyalty at Scooter's Coffee, to discuss the company's remarkable digital transformation journey.

Scooter’s Coffee, one of the nation’s fastest-growing drive-thru coffee franchise companies, partnered with WillowTree to assist their rapid expansion. In just nine months, Scooter’s completely overhauled their app, loyalty program, and overall technology stack.

Billie and Mitch discuss how the company's strategic shift from national promotions to a more personalized, data-driven approach has had a profound impact, deepening franchise/brand collaboration and powering game-changing loyalty campaigns. Their conversation also highlights the importance of a seamless integration of technology platforms, like Braze, for achieving real-time customer engagement and driving revenue growth.

Mitch walks Billie through helpful examples of how these new digital tools have leveled up his team’s creativity and generated significant incremental revenue for Scooter’s. Plus, he shares insights on ensuring a brand’s digital experience upholds its brand promise. In the case of Scooter’s Coffee, that’s “Amazing People, Amazing Drinks…Amazingly Fast.”

Additional Resources

TOPICS DISCUSSED

• Prioritizing real-time data and integration between platforms for loyalty campaign success
• Using data to build trust and enhance communication with franchisees in the QSR space
• Ensuring tech stack sustainability and building a program that can adapt to future trends

KEEP THE GROWTH GOING

• Read our report on Increasing QSR Emotional Loyalty and Customer Lifetime Value
• Explore loyalty solutions for your use case: How to Select the Right Loyalty Platform for Your Business
• Connect with Mitch Walden on LinkedIn
• Follow Billie Loewen on LinkedIn

In this episode of Room for Growth, Billie sits down with accomplished CMO Pauline Reader. With a career that includes CMO and SVP marketing leadership positions with renowned brands such as eBay, Minted, and Stitch Fix, and most recently Podium, a communication SaaS platform for SMBs and larger enterprises. Pauline now runs Reader Consulting, where she offers fractional CMO and consulting services, and in this episode, she brings valuable insights into the role of artificial intelligence and machine learning in B2C and B2B marketing strategies.

Pauline isn’t new to AI — for years she’s been actively leveraging traditional data science methodologies to enhance customer experiences (e.g., providing personalized clothing recommendations) and improve business operations. She shares pragmatic and tangible examples of interpreting data-driven insights and combining human judgment with technology for the most effective results.

Throughout the discussion, Billie and Pauline explore topics including data collection, personalization strategies, maintaining customer privacy, decision-making in technology investments, and finding a balance between short-term goals and long-term AI strategy.

Additional Resources

TOPICS DISCUSSED

• Using AI and data science models to better understand customer preferences in eCommerce platforms
• Overcoming obstacles with data compliance and privacy in AI-driven marketing strategies.
• Ways of leveraging unstructured data through machine learning to extract relevant information.
• Key considerations for rolling out AI features or changes in customer-facing technology.
• Connecting and measuring customer data within brand loyalty platforms

KEEP THE GROWTH GOING

• Learn about WillowTree's Data & AI Consulting services
• Explore how WillowTree can enhance your brand’s customer loyalty program
• Connect with Pauline Reader on LinkedIn
• Follow Billie Loewen on LinkedIn

In this episode of Room for Growth, Billie is joined by two WillowTree colleagues, Kate Gallaher (Partner & VP, Head of Financial Services) and Caitlin Watson (Partner, Marketing Services), as they delve into global loyalty in financial services. Focusing on credit card payment processors and retail banks, they explore the complexities of building brand loyalty in a regulated market, discuss the impact of digitization on customer behavior, and share insights into the most effective loyalty programs in today's digital age, competing with digitally-native FinTech upstarts.

Billie, Kate, and Caitlin also unpack our recent research study, authored by WillowTree Senior Product Researcher Rachel Vanderbilt, PhD. The study explores the nuances in credit card loyalty programs across five global markets — North America, South America, Europe, Middle East–Africa, and Asia–Pacific — and underscores the dangers of adopting a US-first mindset on the global stage.

ADDITIONAL RESOURCES

TOPICS DISCUSSED

• How digitization leads to increased product diversity and brand disloyalty.
• How data integrity and personalization create relevant offers and user-centric experiences.
• How brands can build loyalty in a B2B2C model while keeping CX at the forefront.
• Why considering a global perspective is essential in designing loyalty programs for diverse regional customer bases.

KEEP THE GROWTH GOING

• Preview WillowTree’s forthcoming research study, Global Credit Card Rewards Programs: How Consumer Loyalty Preferences Differ by Region
• Explore WillowTree's Loyalty Strategy & Consulting practice
• Explore WillowTree’s Financial Services expertise
• Connect with Kate Gallaher on LinkedIn
• Connect with Caitlin Watson on LinkedIn
• Follow Billie Loewen on LinkedIn