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Baskin Robbins Article Analysis
Today, I wanted to inform you about the content of the recent case study Baskin Robbins licks CRM Issues by Anne Chen, published in eWeek on 11/10/ 2003. ... 346)
With the help of CRM, Baskin Robbins was able to bring back a popular promotional item, namely their Birthday Club. The idea behind this club was originally that children would fill out applications, mail them to Baskin Robbins in order to receive a voucher for free ice-cream sometimes around the time of their birthday. ...
With the online launch of the Birthday Club on their website, Baskin Robbins received great results in a relatively short time:
Counted one million unique visitors on their website in April 2003 alone
Reduced spending for Birthday Club program by 75 %
Triggered a large increase in cake sales in the last 6 months as add-on value
Gathered valuable personal information from members
Built basis for establishing a greater bond between customers and the company
The Baskin Robbins website was established in 2001 and in 2002 the company Everse began to build a CRM system, which at first allowed all departments of
Baskin Robbins` parent company to work together.
Approximate Word count = 514
Approximate Pages = 2.1
(250 words per page double spaced)
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