- WHITE PAPERS
By Phil Dixon
CTO at Tillster
We all want to “do more” – and to do so, we need more time. Whether it is spending more time with the family or taking up an additional hobby, time is the one thing that we wish we had more of. For the service and hospitality industries, mobile technology has become an integral tool and allows businesses to “do more” and have greater insights into their customer base.
The best mobile experiences are wholly about time – not in the way of making more time but rather optimizing time spent. This means that mobile experiences can utilize context (location, time of day, etc.) to provide unique and enhanced engagement for the customer. It’s through mobile experiences that a brand can literally reach a consumer’s pocket and interact with them on their terms. Consumers can engage with a brand during their free time and in the context that is immediately relevant to them – adding a sentiment of convenience and utility to their experience with the brand.
Mobile devices allow consumers to do more. They can reserve a table or check into a flight right from the palm of their hands. As mobile technology enables consumers to do more, restaurants need to take the next step and adopt this technology to engage (and re-engage) existing and potential guests.
According to a January 2014 Pew Research study, more than half (58 percent) of US adults have smartphones. Further, 83 percent of adults in the 18-29 year old demographic own smartphones. This data substantiates what companies have been postulating for a while – smartphone and mobile technology are an integral way to reach the younger audience.
Additionally, The Mobile Path to Purchase study by xAd and Telmetrics found that mobile searches related to restaurants have a conversion rate of 90 percent with 64 percent converting within the hour. That’s an incredible percentage and further demonstrates the power that mobile technology could have on the restaurant industry. By utilizing it, restaurants can seize a great opportunity to increase customer traffic and loyalty – but how can you break through the clutter and get noticed? There are four steps that brands can take:
With the saturation of mobile devices and increasing use of “smart” products, restaurant brands have the ability to no longer just be in the back of a consumer’s mind – but rather in their pocket at all times. By making the most of these mobile experiences, the industry as a whole can continue providing inherent value to customers on their own terms.