Customer Experience
McDonald’s Makes First Major Acquisition in Years to Improve In-Store Ordering
McDonald’s Corp is purchasing Israeli startup Dynamic Yield. “McDonald’s will use Dynamic Yield’s technology at its drive-through windows, where digital displays will change in real-time based on factors such as weather and what the customer is ordering. During heat waves, for instance, a drive-through display could promote a McDonald’s ice-cream cone.” McDonald’s has not made such an acquisition in a long time. Understandably, the brand doesn’t want to mess with success, but this move towards a more modern CX should prove beneficial to the brand.
Sky Sells Six-Second Spots on the Sky Go App
Sky has begun to sell six-second, un-skippable commercials to be streamed on the Sky Go app. “Pitched to advertisers as an alternative to the short-form video ads on the likes of Facebook, YouTube, and Snapchat, Sky is hoping the ads further diversify its ad model, which is in constant tension with a subscription service that lets viewer’s skip ads as they watch VOD.” As we all know, video ads can be a damper on a good customer experience, but at a mere six seconds, this may be a format that viewers won’t find disagreeable.
Apple to Launch Credit Card
The Apple Card is a-comin’! Here’s the company’s pitch: “Apple Card completely rethinks everything about the credit card. It represents all the things Apple stands for. Like simplicity, transparency, and privacy. It builds on the incredible ease and security that millions of people love about Apple Pay. And it’s the first card that actually encourages you to pay less interest. You can buy things effortlessly, with just your iPhone. Or use the Apple-designed titanium card anywhere in the world.” This integration of tech and tried-and-true payment methods is fascinating, and it will be interesting to see how consumers respond to Apple’s move into this space.
The POS Struggle for Hotels and Restaurants
PYMNTS has published survey data that “shows that 34 percent of merchants do not yet use smart POS technology, simply because they have never heard of it, but they would be interested in adopting it if given the opportunity. This leaves tremendous room for future market growth.”
A Brief History of Loyalty
The Pittsburgh Post-Gazette offers a history of loyalty programs, from the days of trade-stamps through the present era. One highlight: “Kids in the 1990s and beyond likely remember clipping cereal box tops and collecting Campbell soup labels to raise money for their schools. In 2006, the Box Tops for Education program expanded to include nonfood brands like Ziploc and Kleenex. By 2010, the organization said, schools had earned over $320 million nationally.” Loyalty marketers can sometimes get caught up in the data and tech aspects of customer loyalty. This article is a nice reminder that the relevant elements of consumer psychology are largely unchanged.

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