Baskin-Robbins is a chain of ice-cream specialty shops, which creates and markets premium hard scoop ice-cream, custom ice-cream cakes and a range of beverages. Baskin-Robbins Australia has undergone a significant brand transformation over the past two years. This change not only focused on visually improving store designs and operational practices, but also a transformation of the entire business model including the marketing practices and strategies.

An audit of previous marketing promotions, analysis of the product category performances, reviewing of product development programmes, and researching guest purchase behaviour and industry information took place. From this they then decided to create new business and marketing strategies. The marketing department ensured that the respective briefing documentation and promotional elements to support the new promotions were all executed and arrived timeously. This included in-store promotional materials and aids to drive awareness and guest engagement at the point of purchase.

The detailed approach to placement of promotional materials and product visuals were key to driving guest engagement and trial of the new offerings. Prompt cards and tools were implemented to assist team members with their suggestive selling, and the media and communication strategy included the use of both social and digital media channels. Other tactics such as mobile geo-targeting and geo-fencing, previews, rewards, and a Public Relations campaign were all factors in this new approach.

Through innovative marketing strategies, and the re-establishment of the core business fundamentals, the Baskin-Robbins brand has been rejuvenated and has experienced exceptional growth.