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American Ice Cream Chain

BUSINESS LOCATORCASE STUDYBy Where2GetIt

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WHAT YOU’LL FIND

An American Ice Cream Chain with 247 locations across the U.S.

The challenge was directing consumers to the appropriate 3rd party location and inventory.

CLIENT BACKGROUND CHALLENGE SOLUTION RESULTS

Use the client’s social loyalists to crowdsource flavor locations

Cleanse, verify, & maintain flavor location database

Database populated with 3,000 verified 3rd party seller locations

Locator - 600,000 searches & 100,000 driving directions requested

In 9 months:

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CLIENT BACKGROUND

An American Ice Cream Chain with approximately 247

owned locations across the U.S., manufacturing ice cream

cakes, ice cream, frozen yogurt, sorbet, and smoothies.

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CHALLENGE

The client created new flavors available for a limited time period, which

were sold through 3rd party distributors, e.g. Grocery Stores. The

client did not have any information as to which grocery store locations

offered which flavors, but wanted a way to identify these locations in

order to direct consumers to the correct local store.

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Our client has over 7 million fans and

followers. Where2GetIt wanted to

leverage their strong online presence and

participation in social media.

The strategy was to ask our client’s

extensive online community to collaborate

in providing the store location data when

they were to find the limited flavors.

Solution 1 - Step One

Crowdsourcing

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Where2GetIt’s Business Locator was the

key technology powering the customized

flavor campaign.

Because the fan community was ‘finding’

and submitting flavors, the Where2GetIt

Business Locator technology established

a streamlined process to collect, validate,

and approve flavor locations.

Solution 1 - Step Two

Data Collection

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In this particular case, the Business

Locator was customized to grant

consumers the ability to populate the

location database themselves.

If they found one of the flavors, they

were able to go to the Ice Cream Flavor

Locator and add a location if it hadn’t

already existed.

Solution 1 - Step Two (Cont’d)

Data Collection

Ice CreamLocator

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In order to assess the quality of data the fan community was submitting,

Where2GetIt provided the client with a Location Data Approval Dashboard, a

customized version of our Dealer Management technology.

With that, the client was able to access the Data Location Queue, feed with

the crowd-sourced data, and evaluate and validate the data. That ensured an

unified naming convention and other NAP (Name, Address, Phone) info.

After locations become approved by corporate, they instantly populate into the

live Ice Cream Locator.

Solution 2

Data Dashboard

Ice CreamLocator

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RESULTS

The location database was populated with more than 3,000

verified 3rd party seller locations with an average of more

than 1,000 locations per flavor.

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Where2GetIt’s Locator Technology supported more

than 600,000 searches and served more than

100,000 direction requests in 9 months.

RESULTS

strawberry cheesecake

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