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In what it widely assumed to be its response to Amazon Prime, Walmart introduced its Walmart+ subscription in 2020. The …
23 Monday May 2022
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In what it widely assumed to be its response to Amazon Prime, Walmart introduced its Walmart+ subscription in 2020. The …
13 Friday May 2022
Posted Marketing Tidbits
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This gallery contains 1 photo.
Age discrimination is illegal. Usually the enforcement of these laws involved older workers, but what happens when a manager or …
15 Friday Apr 2022
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inWhat do you get when you mix COVID-19–induced restrictions on communal travel (e.g., public transportation, vacations by air), limited supply …
09 Wednesday Feb 2022
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inThere are many reasons to rely on intermediaries to get products from factories to consumers. But for a few innovative …
26 Wednesday Jan 2022
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inWhen it came to privacy, Twitter had what one privacy scholar called a “semi-truck–sized hole” in its standards: In most …
25 Thursday Nov 2021
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inWhat’s more valuable in the streaming services market, the hardware used to stream it or the content that gets streamed? …
11 Thursday Nov 2021
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For Tesla, a recent order by Hertz, the rental car provider, offers several promising outcomes. Perhaps most visibly, the order …
30 Thursday Sep 2021
When you sit down at the end of the day to catch a little mindless entertainment, do you ever find …
28 Tuesday Sep 2021
Come for cheap food, stay for free food? McDonald’s is hoping consumers will do just that, induced by the new loyalty program it rolled out in July. The MyMcDonald’s Rewards program, available through the company’s app, marks McDonald’s first venture into reward programs in the United States. (It previously has established similar programs in France and a few other countries.) Customers received 1,500 points at the moment they sign up, then earn 100 points for each $1 spent. The points can be traded for treats like hash browns (1,500 points), a large iced coffee (3,000 points), or a Happy Meal (6,000 points). The benefits for McDonald’s have been well established by research into loyalty programs, which shows that they tend to lead to a more engaged customer base and provide unparalleled access to valuable digital data. But what about the customers? Why would someone spend $600 at McDonald’s, in return for the prospect of receiving a $2.79 Happy Meal for free? It may seem unlikely, but the proof of concept is in the pudding—and the burritos and the coffee. That is, similar programs have worked well for other companies, including Chipotle and Starbucks. At Starbucks for example, the loyalty program grew by 18 percent from March 2020 to 2021, enabling the company to not just survive but even thrive during the pandemic.
Source: Dave Sebastian, “McDonald’s Loyalty Program Goes National,” The Wall Street Journal, June 22, 2021; Alexis Morillo, “McDonald’s New Loyalty Program Is Launching Today—Here’s How It Works,” Delish, July 8, 2021; Larry Dignan, “Starbucks Leverages Loyalty Program, Digital To Navigate Customers’ New Normal,” ZDNet, April 28, 2021
22 Wednesday Sep 2021
Oh 5G, art thou for thee, but not for me? In a recent editorial, The New York Times argues that …