Retailers shift their ad spending from TV, radio and print ads to digital ads.
International Dairy Queen has signed a deal to launch web sites to support Dairy Queen brands and to provide an extranet for the company’s franchisees.
Dimension Data/Proxicom has signed a deal with International Dairy Queen Inc., parent company of Dairy Queen, Orange Julius and Karmelkorn brands, to develop three consumer-oriented web sites and an extranet for the company’s franchisees. Dimension Data/Proxicom is a leading Internet consulting firm which was acquired in June by Dimension Data Holdings plc, a leading global technology company providing network and multichannel e-business solutions to corporations.
The consumer sites will provide information about Dairy Queen, Orange Julius and Karmelkorn products, as well as a store locator and corporate information. Consumers will be able to instantly learn about national promotions and new product launches for all IDQ’s brands. The consumer sites also will allow prospective franchisees to learn about Dairy Queen and request information online about franchising opportunities. The Dairy Queen Internet site will also feature a kids section, where children can find links to the latest online games and read about product promotions.
The extranet will connect the owners of the company’s more than 6,000 franchisees, providing a platform on which they can interact with each other and with the IDQ corporate staff. Franchisees will be able to share information concerning such topics as menus, ingredient lists, as well as merchandise and equipment, which until now have been available only via mail.