By NCR Hospitality;
The sheer volume of new online devices and digital consumer channels is pushing restaurants to rethink how they connect with and engage their customers. For restaurants to succeed in the digital world and build strong relationships with their customers vs. less strategic point in time transactions, they’ll need to have a good understanding of the Mobile/Social Consumer. With smartphone use on the rise restaurant patrons are using their phones more and more to search for locations, reviews, menus and more. Smartphone adoption.
As you can see with this chart from the KPCB Internet Trends 2013 report, smartphone adoption continues to accelerate worldwide. Over 50% of Americans are now smartphone owners, with every major demographic experiencing a significant year-to-year growth in smartphone ownership between 2012 and 2013, although seniors – defined as 65 and older – continue to exhibit relatively low adoption levels compared with other demographic groups. So how are you making it easier for this group of “connected consumers” to select your brand over the competition?
First, make it easy for them to do so. Anything that creates more work for a consumer is less likely to catch on. Your mobile marketing should be consistent with your other channels and easy for your consumers to take actions and share experiences with you.
NCR Online/Mobile Ordering makes it easy for customers to access and order from the restaurant. Anything from graphic design, images and menu ordering content to specific store settings and features can be customized to best represent and communicate the restaurant’s brand to its customers. Make mobile a seamless part of your customers’ daily routine. Most people have a daily routine that they follow. As smartphone usage continues to rise, companies that take advantage of mobile habits that are already routine for consumers – like using mobile email to close the redemption loop from online –and integrate mobile seamlessly with other channels will be the true mobile champions.
NCR Mobile Pay transforms the guest experience, allowing guests to pay on demand via their mobile device. NCR Mobile Pay also gives guests the choice to use their existing PayPal account to complete the payment, in addition to a credit or debit card. Focus on your customers’ behavior – not the way you want them to behave For marketers, it is about understanding consumer needs and tapping into existing behaviors. The end goal is to build customer loyalty, drive sales and share brand experiences with your customers. Brands that tap into existing consumer behaviors from start to finish will be the most successful in this by keeping mobile interactions simple, relevant and an experience that meets the needs of all your consumers.
The integration of Mobile and Social around places. Real-time location based marketing is not only becoming more popular, it may also be more effective. 75% of smartphone owners use location-based services. There is a big opportunity in using location data in real-time marketing. Connecting social graph, behavior and location is the one of the next big steps in marketing and technology. Restaurant brands are leveraging everything from location-based apps, like Foursquare and Yelp, to location-based marketing campaigns specific to their brand.