A video on MSN's "News on Main" explains that Seattle's Dick's Drive-In hasn't expanded from their five locations in 36 years, so they decided to let their customers vote online on where to open their new location. Leveraging social media, they used a customer poll on their webpage to let their customers decide whether the new location would be north, south, or east of Seattle. They got a big response, with 115,000 votes in 3 weeks, and North Seattle was the winner. There was some controversy surrounding the poll because people thought that Dick's Drive-In should decide for themselves where to locate their next business, since they knew their business better, but the company thought it was important to know how customers felt.
As technology gets more advanced, businesses are taking advantage of the opportunity to not only get their message to the consumer, but also to have a two-way conversation with them. Social media allows the customer to feel included in the process, and it allows the business to take advantage of valuable knowledge about the consumers' preferences, benefiting both sides. The technique used by Dick's Drive-In not only allowed them to get the customers involved, but it also served as advertising for the restaurant. This is also an inexpensive way to reach a lot of people.
http://businessonmain.msn.com/videos/newsonmain.aspx?cp-documentid=25880977
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