Franchising Today - Summer 2016 - 107
Working with numerous major brands,
Clutch continues to evolve its platform
and introduce new features.
receive that messaging, whether it
is through direct mailing postcards,
email or SMS text messaging. "Know
your audience but also let your audience speak to you," Marg advises.
Clutch continues to evolve its platform. The company has introduced
features such as client scoring that
tries to figure out who a brand's best
customers are, not only based on
how much they spend or how frequently they shop, but how much
they are advocating for a product
through things like pictures on social
media. "There are a lot of things we
can continue to build on the platform
to make it more valuable than it is today," Marg says.
Brands today are more interested
in using the complete Clutch platform instead of a single component.
"They're no longer saying, 'Well I just
want to do marketing. I just want to
do a gift card program. I really need to
understand my customers because if I
don't someone else will,'" Marg says.
"We won't know what the next channel is going to be, and we don't pretend
to know," Harrington adds. "But the
platform is designed that whatever the
next technology is we can get our clients on board with the technology."