The Latest Moment In The Purchase Path Runs On Four Wheels
“As mobile and in-dash experiences in the car evolve, it’s quickly becoming an important place for purchase decisions,” says Paul Murray, director of digital experience at Dunkin’ Brands
This article is part of CMO.com’s March/April series about emerging technology. Click here for more.
Paul Murray is the director of digital experience at Dunkin’ Brands. Since joining the team in 2012, he has been involved in the company’s key loyalty initiatives, including the launch of the DD mobile app, the DD Perks loyalty program, and On-The-Go Mobile Ordering. Murray currently oversees digital experience, which encompasses the web, mobile, digital payments, and digital product and pilot program development.
1. What is one marketing topic that is most important to you as an innovator?
The intersection of the internet of things and e-commerce is really exciting right now. There are so many more questions than answers, and it’s a space that gives everyone, including QSRs, retailers, and manufacturers, a chance to help shape the future of commerce.
Looking at how digital and social media has changed the landscape of communication, marketing, and commerce, I think we’re looking at an expansion of commerce touch points. Domino’s is certainly a brand that is on the edge of leveraging technology to deliver experience to its customers and is probably a good indicator of where a lot of industries will be going.
There are endless options, and here at Dunkin’ one thing we are really interested in is the automotive space and how the car is quickly becoming another important moment in the path to purchase.
2. Why is this so important?
As mobile and in-dash experiences in the car evolve, it’s quickly becoming an important place for purchase decisions for QSR, convenience, gas, and consumables. For an on-the-go brand like Dunkin’, your decisions about coffee and food purchases are likely happening while you are in motion. So for us it’s important to be accessible where the guest is making these decisions.
3. How will this improve the customer experience?
It’s really all about convenience. We’ve recently launched Dunkin’ On-The-Go Mobile Ordering in the GM Marketplace, where we’re thinking of the connected car as one of our crew members ready to take your order no matter where you are or what you’re doing. I think when you can begin to pair that kind of access and convenience, it really helps differentiate the Dunkin’ experience.
4. How will this improve the effectiveness of marketing?
Understanding where and how a guest is engaging the brand is critical to marketing success. Having a line of communication and value-added services like ordering your Dunkin’ favorites in the car helps us understand the guest better and deliver a more one-to-one experience.
Bonus: Murray’s four tips for fellow digital leaders:
- Focus on the customer need first.
- Make sure whatever you do fits your brand strategy.__
- Define what success looks like for your brand, and develop the metrics to quantify that.
- Don’t be afraid to try. This is new space for brands and consumers, so it’s going to require exploration
