Experimenting with AI was a “big jump” for Creams, but the move has helped boost productivity and speed, according to chief marketing officer Simran Sablok.
Speaking to delegates at MCA’s Hostech conference yesterday (7 February), Sablok revealed the dessert café chain had begun using AI for some of its marketing functions.
“Productivity has gone to a different level,” she said. “We don’t have sole copywriters on the team, so for the people doing both content and copy, it’s been a boon.”
She specified the CRM function and how AI has been a massive help in responding to customer concerns with speed.
“We check everything before it goes out – we still don’t know where it can go wrong,” Sablok added.
She also discussed the evolution of Creams’ digital strategy over the course of its expansion, with a key point being that more customers are signing up for loyalty schemes over the past two years.
Engaging with these customers has helped the brand get more detail on who they are and how to personalise communications towards them.
“People know they have the right to be forgotten, which helps to get them sign up,” Sablok said, in response to a question about privacy concerns. “We look at demographics, sociographics, habits – anything that gives us cues on how to personalise.”
She further discussed two challenges and how the brand has dealt with them: influencer marketing and social media presence.
“There’s no formula to measure the return on influencer marketing…it’s a struggle to quantify,” Sablok admitted. “But we do receive more exposure, and sometimes more followers.
“With social media use, it depends on your brand. My customer is 20-35 years old, they live on these platforms and expect a brand presence.
“It’s also easier to quantify and justify spend as opposed to above the line budgets for billboards.”
