8CIOReview | | DECEMBER 2022IN MY OPINIONBy John Graham, Chief Marketing Officer, Dutch Bros CoffeeHOW DUTCH BROS COFFEE EMBEDDED CULTURE INTO ITS MOBILE APPA digital presence is no longer optional for retail companies; it is an expected form of customer service. As a result, companies are now facing critical decisions around their digital strategy, including how to differentiate themselves, choose technology partners who can translate big ideas into reality and make their digital experience not just efficient, but exceptional for the brand and its customers. It was a challenge Dutch Bros Coffee, an Oregon-based drive-thru coffee company, faced in the last year. Previously, Dutch Bros had been reluctant to adopt too much technology in fear of it getting in the way of the personal interaction it's known for. However, changes in customer behaviors, as well as COVID-19, helped the company realize it needed to invest in technology to maintain those expectations. For Dutch Bros, the question was how to amplify its shop experience and offer a rewards program customers were excited about."We set ourselves apart by striving to be a force for good through outstanding customer service, a fun-loving culture and giving back to the communities we serve," said Kristen Flemington, Dutch Bros senior director of digital marketing. "A typical visit to a Dutch Bros shop includes upbeat music, energetic broistas and stellar speed, quality and service. Ensuring that experience translated well to something digital for our customers was key." With countless companies in the market, Dutch Bros sought out established digital platforms that could help maintain the company culture with custom feature capabilities and vibrant design. "Building the Dutch Bros app was a massively collaborative process and it required an agency that took the time to understand the needs of our business and customers," said Flemington. "Our customers were always top of mind. We utilized surveys and pilots during development and continue to improve the customer experience as the app evolves with the help of our customers, broistas, field leaders and HQ employees." Dutch Rewards launched in February 2021 after more than a year of conceptualizing, building, field testing and employee training. It was built by leading digital growth company, Hathway, on the Paytronix platform (the company's existing gift card provider) where customers earn points for each dollar spent. "The biggest challenge of building the Dutch Bros app and Dutch Rewards program was making sure it embodied our culture while simultaneously being simple and efficient to improve the John Graham
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