When ICICI Bank launched Culinary Treats, a dining rewards program, it was entering a niche in which a competitor had already staked claim. The task at hand was to shift customer association from the competitor to ICICI Bank’s Culinary Treats Program.
On the surface, it appeared that our rival bank absolutely owned the dining deals domain. But we delved deeper, only to find out that the competitor’s influence was restricted to the offline space. Digital was still out there for the taking!
We proposed a digital flagship strategy, the mainstay of which would be the state-of-the-art Culinary Treats Mobile App - the first of its kind in this segment, complemented by a dedicated microsite and mobile site. The app presented a unique opportunity to create a permanent communication channel with the consumer, thereby increasing brand recall and loyalty.
Faced with the challenge of transforming something as mundane as browsing for dining deals into an exciting and engaging experience, we went all out, employing a range of path-breaking technologies. The app redefines proximity alerts by notifying users about the various dining offers available to them based on their specific location. It boasts of visual search enabled by Augmented Reality, essentially enabling users to get a real-time view of dining offers in the direction they point their phone. And to top it off, the app sends alerts to users even when it is not running.
By employing a digital-first strategy, ICICI Bank was able carve out a space for itself in a niche that was dominated by the competitor. The mobile app created a permanent communication for the customer, by making browsing dining deals an absolute delight! Prior to a formal launch, the app debuted at number seven in the ‘Top New Apps’ for the F&B category in the Indian Apple App Store and received thousands of organic downloads.
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