point of sale
"By opting for an integrated platform
approach, you can finally close the
loop between your guest facing
self-service solutions"
your favourite – a free double espresso
when you buy a white chocolate and
raspberry muffin?”
From past behaviour, you know Tom
tends to shop at that specific store, that
he tends to order a double espresso
and white chocolate muffin but you’ve
not seen him for a few weeks. It’s a
compelling offer to get Tom back in your
store and dining with you again and it’s
all made possible by fully integrating
your back end systems.
More personalised loyalty
In a similar way to smarter
marketing, a platform-based approach
also offers smarter loyalty. Rather than
taking a blanket approach to your
customer base, you can start segmenting
customers by value to offer the most
loyal and highest value customers
better perks with your tiered loyalty
4
46 KIOSK solutions
program. As with marketing campaigns,
you can gather highly personalised
information about your customers and
use it to power a more tailored loyalty
experience.
Monetary incentives might work well
with some loyal customers, but invitation
to exclusive events or collecting points
for other perks might work better with
others. The more information you can
gather about your guests – whether
it’s through web, mobile or tablet – the
better your loyalty program becomes as
you offer a more valuable experience
that leads to greater loyalty and healthier
revenues.
Convenience is king
From payments to queue busting –
a consolidated back end can help make
the experience so more convenient
for your customers. For example,
5
if your mobile app, POS and queue
management system are all integrated,
your guests will be able to order and pay
through their mobile without the need
to flag down busy waiting staff. Your
POS will show the table has been closed
off so staff can reset it, and your queue
management system can be updated so
waiting guests can be informed of their
new wait time.
In a recent survey conducted about
queuing habits of customers, we found
that 92% of guests would be more
inclined to wait for a table if there was
clear communications or alerts about
how long their wait would be. In our
Dine and Dash research, we found that
a staggering 12% of diners have left
without paying for their bill, with the top
reason for leaving being: having to wait
too long for staff. So the convenience
factor for diners shouldn’t really be
viewed as a ‘nice to have’ because it has
a direct and significant impact on your
revenues.
By ensuring back end systems like
POS, payments and CRM can talk to
each other and can be represented
in the front end. You can also ensure
your customers have the best, most
convenient experience possible avoiding
the dangers poor customer service has
on your bo ttom line.
So centralise that intelligence. Pull
in information from what once were
separate databases to inform activities
such as marketing and even operations.
As well as this powerful integrated
environment, operators will also be
able to turn front end channels on and
off as they grow, configure features of
their app as required, scale up or down
according to their business needs, bring
consistency across their estate and enjoy
faster deployment of new functionality.
Secure that competitive edge and
integrate to innovate using the power
of the cloud to make it all possible. Not
least, it might even save some of your
more impatient customers from a life of
dine and dash crime! n