Rapide's new customer feedback blog

Here at Rapide we have created a new customer feedback blog that looks at breaking news from around the globe, about how brands engage and listen to their customers.

Our latest blog post was all about Kraft:

Kraft takes consumer trialling and sampling mobile

If there's one sector that listens to its consumers attentively, it's FMCG (Fast-Moving Consumer Goods). Cheese-to-chocolate group Kraft has just taken things a stage further by integrating the mobile channel into its existing CRM efforts.The campaign, by The Hyperfactory, includes a mobile website, 2D bar codes, SMS applications, mobile coupons, advertising and sponsorship.

Significantly, Kraft wants to "leave no mobile behind" - its programme functions on everything from iPads to Windows. As The Hyperfactory boss Geoffrey Handley puts it,

"That’s at the top of everything we do with Kraft- This is the consumers' channel of communication, and we are not going to alienate someone because they have a different type of phone - and they’ve seen fantastic returns on their mobile investment."

At Rapide we agree the seamlessness of the consumer experience is key - consumers should be able to understand and use applications regardless of what machine they own. Kudos to Kraft.

To read our blog and to subscribe to regular updates please click here