​Making your brand feel personal and exclusive

Does your digital marketing program offer the right combination of personalization and exclusivity? In the past year, that has been the winning recipe for Taco Bell, which has increased its customer base five-fold throughout the course of its new digital engagement campaign. In a recent podcast interview with Nation’s Restaurant News, Zip Allen, Taco Bell’s vice president of global digital and omnichannel product experiences, said the brand has tried to maximize both of those elements in their campaign. Part of this involved the launch of a $5 build-your-own-cravings box, which they made available to loyalty program members first. They have followed this effort by releasing new menu items to loyalty program members first via their app. Not only do these members-first offers make the program feel more special to customers, but they also drive sales through the app (and elevate the buzz surrounding any new items released). As a result, Taco Bell can gather more/better data on their customers, which they can then use to craft new promotions to further boost their loyalty. If you’re trying to increase your digital sales and engagement right now – and you should be, since that is where the best insights about your customers live -- what can you do to ensure your digital channels feel like exciting, customized, special places to be?

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