Welcome!

Adobe Flex Authors: Matthew Lobas, PR.com Newswire, Shelly Palmer, Kevin Benedict

News Feed Item

Amazon Prime Tops In hawkeye's "Extraordinary Experience" Survey

DALLAS, April 11, 2013 /PRNewswire/ -- Brand experiences matter, but some experiences matter more than others, according to a survey recently completed by hawkeye (www.hawkeyeww.com).

(Photo:  http://photos.prnewswire.com/prnh/20130411/DA92845-INFO)

In a national survey, conducted in March 2013, hawkeye compared some of America's best-known brand "experiences" for consumer awareness, participation, favorability and influence on purchase. All the programs surveyed were from major brands and have been praised within the marketing community. The "experiences" surveyed included Amazon Prime, American Airlines AAdvantage, Disney FASTPASS, the Kroger Plus Card, McDonald's Happy Meals, My Starbucks Rewards, Walmart's Pick Up Today and others. The results?

As the following chart indicates, the "experience" that consumers view most favorably and most influences purchase was the Amazon Prime loyalty program.  For $79 a year, consumers receive free and/or upgraded shipping, free streaming videos and some free Kindle books to borrow. The Amazon Prime program is unusual for both the affinity and influence it enjoys and the fact that it charges a fee.  Clearly, it is a win-win for the company and its customers.

The runner-up programs in terms of purchase influence were Walmart's Pick Up Today initiative and the Kroger Plus Card. 

On the favorability side, McDonald's Happy Meals and My Starbucks Rewards came in second and third. The grandfather of unique branded experiences/loyalty programs, American Airlines AAdvantage, still enjoys solid customer appreciation, too. Experiences that did not score as well included Progressive Snapshot, Sony Rewards and American Express' Link Like Love.

According to John Tedstrom, hawkeye managing director of Insight & Strategy, "Brand experiences that are more visibly and frequently apparent at the time of purchase tend to be more valued. To customers using these winning programs – Amazon Prime, Walmart Pick Up Today, the Kroger Plus Card, McDonald's Happy Meals and My Starbucks Rewards – there is a strong understanding of the tangible benefit they are receiving or will receive soon. Brands should look to create programs that leverage these characteristics when contemplating ways to build brand affinity."

Lawrence Kimmel, hawkeye executive director, added, "We're clearly living in a post-advertising world where brand experiences trump brand expression, so it's essential that brands seek to develop remarkable experiences that consumers will remark about."

About hawkeye

hawkeye is a leading independent, digital agency.  Operating from 12 offices around the world, hawkeye serves many leading B2B and B2C companies, including Adobe, Allstate, American Airlines, AMF, Bank of America, BASF, Cargill, HP, Microsoft, Peterbilt, PNC and The North Face.  The agency leverages strategic insights and analytics to develop ideas that drive brand affinity and business success through social, mobile, digital, direct, event, and channel marketing activities.

hawkeye: integrated. digital. agency.

We create extraordinary  experiences that matter.

For more information about this research or to schedule an interview, contact:
Erika Gonzalez
[email protected]
214 659 5635 – W
318 458-1786 – C

SOURCE hawkeye

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

IoT & Smart Cities Stories
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and G...
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true ...
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
We are seeing a major migration of enterprises applications to the cloud. As cloud and business use of real time applications accelerate, legacy networks are no longer able to architecturally support cloud adoption and deliver the performance and security required by highly distributed enterprises. These outdated solutions have become more costly and complicated to implement, install, manage, and maintain.SD-WAN offers unlimited capabilities for accessing the benefits of the cloud and Internet. ...
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
DXWorldEXPO LLC announced today that "IoT Now" was named media sponsor of CloudEXPO | DXWorldEXPO 2018 New York, which will take place on November 11-13, 2018 in New York City, NY. IoT Now explores the evolving opportunities and challenges facing CSPs, and it passes on some lessons learned from those who have taken the first steps in next-gen IoT services.
Founded in 2000, Chetu Inc. is a global provider of customized software development solutions and IT staff augmentation services for software technology providers. By providing clients with unparalleled niche technology expertise and industry experience, Chetu has become the premiere long-term, back-end software development partner for start-ups, SMBs, and Fortune 500 companies. Chetu is headquartered in Plantation, Florida, with thirteen offices throughout the U.S. and abroad.
DXWorldEXPO LLC announced today that ICC-USA, a computer systems integrator and server manufacturing company focused on developing products and product appliances, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. ICC is a computer systems integrator and server manufacturing company focused on developing products and product appliances to meet a wide range of ...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...