Our assignment for week one was to research a company or non-profit organization and find the way the company has been utilizing online and offline channels. The company I chose was Chipotle Mexican Grill.
Based off my findings Chipotle is utilizing multiple channels to enable customers to place orders wherever they are. People can place an order online for pick-up at the nearest Chipotle location, and they can also use its official mobile app to order on the go.
To pull off a successful muilti-channel strategy, a retail store needs to determine the key tasks or actions that customers perform throughout the shopping experience, and then let them accomplish those tasks across multiple channels. Recognizing that there is value in reaching out to its customer in a meaningful and creative way, Chipotle has embraced a new wave of marketing focused on developing more "owned media" and visible event strategies, both of which tend to appeal to its ideal customer base: millennials.
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