technological, industry laws and practices as well as the competitive aspects of the industry. In
that regard, Baskin Robbins should embed these aspects in its strategy so as to deliver beyond
the expectations of the industry.
Technology remains the most formidable of changes any industry witnesses from time to
time. In December 2014, Baskin Robbins contracted Mobivity Holdings Corp, a company with
in-depth experience in offering smart receipts and marketing technologies to corporate entities to
deliver treats on receipts on its customers. The smart receipt technology operates with a point of
sale system. The smart receipt technology personalizes a customers’ shopping experience by
ensuring that offers remain relevant even when they are generic and non-targeted (Bhinder,
2012). According to Bill Mitchel, the company’s president, the future of the Baskin Robbins, the
technology will not only provide customers with the best experience it would also be the lead
driver for its franchisees. A recent research conducted by Euromonitor International shows that
ANALYSIS OF INDUSTRY AND STRATEGY
4
consumers have a soft spot for exquisite receipts (Euromonitor, 2014). Most companies have a
certain bromance with receipts. The research found out that companies like Kraft, Unilever and
Nestle have designed a growing suite of apps with a view to appealing to various kinds of
audiences (Euromonitor, 2014). The research also found out that the smart receipts are avenues
for ensuring that transactions remain transparent throughout the company but also act as huge
data insights for consumers. Other ice cream giants in the United States such as Blue Bunny are
taking advantage of the information in receipts to retarget the consumers. Baskin Robbins should
move a step ahead to be at par with other trend setters so as to maintain a grasp of its market
share.
According to the KPMG (2014) Food and Beverage Survey Outlook, technology remains
a key driver in the food and beverage industry. The survey found out that most company
executives viewed new technologies as the frontiers for growth. These executives also viewed
the new ‘sweeping’ technologies as the bearers of new opportunities for business and consumer
engagement (KPMG, 2014). Cloud computing has been poised to be the new platform for
sharing information, creating new opportunities for growth as well as managing risk (Buyya, Yeo
& Venugopal, 2008). The demand for information and consequently the increased value for data
provide the necessary justification for the protracted adoption of this technology. Cost reduction
remains at the heart of any organization’s strategy, and cloud computing technologies do this task
effectively. New technologies such as cloud computing are the key drivers of the industry.
Baskin Robbins should swiftly align its activities in that direction to be in line with the
expectations of the industry and to lower costs of sharing information and analytics.
