| Excuse Me, I’m Mobile VIP |
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By: Cindy Wendland |
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 Whether we like to admit it or not, we all like special treatment. It makes us feel good. It makes us feel “special.” It makes us want to be with or patronize whomever made us feel that way. Can Taco Bell possibly make us feel special? They are attempting to do this with their Mobile VIP app.
Other retail businesses offer some form of VIP program. Panera allows you to order ahead, pay, and then pick up from an in-store cupboard without ever having to talk to anyone. It’s fast and convenient, but no personal service whatsoever. Nordstrom offers a buy online, pick-up in-store option. The customer has to speak to someone, but not run all over the store to find their item. Both of these examples have received positive customer feedback.
Taco Bell’s app has not received this positive feedback. Instead reviews on their app express frustration and little reduced wait time. The positive feedback had to do with order customization. The app allows for complete customization of the food. Many people didn’t know all the possible ways to customize their food. They were pleased to learn what could be done.
The marketing concept behind the mobile VIP app is a good one. The marketing on their carry-out bags is also well done. The testing and app programming need a little more work. Then perhaps Taco Bell can make people feel special.
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Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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