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Case Study: Baskin-Robbins


Engagement Summary

everse developed a suite of applications to deliver and administer the Baskin-Robbins Birthday Club program via the ice cream company's enterprise portal. The solution reduced spending for the historic CRM program by 75 percent and recouped the investment Baskin-Robbins made to develop it in six months.

Client Profile

Formed in 1946, Baskin-Robbins is the world's largest chain of ice-cream specialty stores, selling high-quality ice creams and beverages in more than 4,600 locations in 52 countries.

Business Challenges

Though the Birthday Club had been driving business to franchises for more than 30 years, Baskin-Robbins discontinued it in 1997 when administrative and maintenance costs exceeded $1 million per year. As a result, Baskin-Robbins:

  • Was limited in its ability to build direct customer-corporate relationships.
  • Lacked channels to capture and update data about/from target customers.
  • Had limited means of increasing traffic to stores.
  • Lacked a cost-effective program to drive revenue growth.
everse Solution

everse helped Baskin-Robbins define the new Birthday Club program, identify and eliminate gaps in CRM processes, and develop a framework to integrate the new channel into the company's technical environment. everse:

  • Used a .NET platform to ensure seamless integration with existing enterprise systems.
  • Built an Oracle 8i database to store the data captured and updated via the applications.
  • Developed a single sign-on process to support a consistent user experience across the Baskin-Robbins portal.
  • Used Secure Sockets Layer encryption to protect information exchanged via the system.
  • Integrated the solution with the Vicinity/Microsoft MapPoint store locator on the Baskin-Robbins portal.
  • Developed a reporting tool to enable Baskin-Robbins to track the results of the program.
  • Built administration tools to enable Baskin-Robbins to maintain the new applications.