Franchising Today - Summer 2016 - 105
From Clutch's perspective, every
action - or inaction - is an event. If a
customer is celebrating the one-year
anniversary of signing up for a loyalty program, has a birthday coming
up or even if they haven't shopped at
the client's brand in 10 months, that
is an opportunity for engagement.
That engagement can occur through
emails, postcards, phone app messages and SMS texting to poke a customer during an event.
Auto repair franchisor Meineke is
one of the companies maximizing
the potential of the Clutch platform.
Using data collected during vehicle
service, Meineke can track when a car
is due for new brakes and notify the
customer. If the customer declines,
the platform follows up with a promotional discount to reduce the cost
barrier for service.
All that engagement happens automatically. The brand works with
Clutch to develop its goals and the
company builds the program or cam-
paign around those objectives. A
restaurant group customer in Virginia Beach, for example, has a short
peak season. When it rains, customers
tend to cancel reservations en masse,
Clients work with Clutch to develop their
marketing goals, and Clutch builds the
campaign around their objectives.
hurting the company during its most
important time of year. To offset the
impact of rain, Clutch's platform reviews weather data and send customers coupons for free drinks to encourage them to keep their reservation.
"If they stay it's a huge win for [the
restaurant]," COO Brad Marg says.
Individualizing the marketing message is an important advantage for
Clutch. The company uses every field
available to it, from a person's location to their age, education level and
beyond. That data is then used to segment customers and craft a message
or promotion that fits their lifestyle.
Take one of Clutch's most exciting
clients, Wizard World. Wizard World
is known for organizing national and
regional comic conventions but for
many years didn't have a complete
picture of the types of people that attended its events. One guest might
provide their information, but buy
tickets for all of their friends, each of
which might have a different actor or