Mobile Commerce Daily – Chain restaurant Red Robin is driving new product sales by enticing young customers with a campaign promoting mobile-optimized egift cards, playing on consumers’ interest in gifting while highlighting the convenience of digital platforms.
The retailer is hoping to kick up purchases for its new low-calorie burger through the campaign, which is targeting those who have not yet completed exchanging gifts for the holiday season. Red Robin is attempting to entice younger customers even more by donating a portion of the sales to the project DUDE be nice.
“Using mobile egifts is a smart strategy for the Wedgie campaign that is targeted at younger consumers,” said David Naumann, director of marketing at Boston Retail Partners. “For younger demographics, their smartphone is an integral part of everything they do.
“The mobile delivery of the Wedge egift reinforces the fun spirit of the campaign and will make the gift more cool,” he said.
Read full article: Red Robin serves up mobile-optimized egift cards, targeting generous diners