IN ASSOCIATION WITH
GAINING CUSTOMER INSIGHTS FROM PAYMENT DATA
While it’s important for operators to embrace tech- savvy diners and speed up payments, the true power of many of today’s mobile payment solutions lies in the valuable customer insights they can generate, according to Zapper’s Gerry Hooper, citing Italian restaurant chain Caffé Concerto as an example. Originally, Zapper was
integrated into one of the brand’s busiest sites in London’s Piccadilly to be
www.thecaterer.com
trialled over a few months. During that time, waiters were given training and support to ensure they were using the system effectively and efficiently, and that variables such as footfall, transactions, feedback and overall sales growth were measured. The outcome was even better than expected. Not only did Caffé Concerto see faster table turnaround, generating more footfall, the team also used the insights
gathered when customers paid with Zapper to build up a portfolio on customer dining habits to use for subsequent personalised and targeted marketing campaigns. Waiters loved the simplicity and ease of the system as well as ‘Zapper Waiter Day’ – Zapper doubles all tips paid through the app on the last Friday of every month. Caffé Concerto is now
looking to roll Zapper out to all its other sites.
apps such as Zapper and Flypay. These solutions are not only considered more secure than traditional card-based contactless payments (because each payment needs to be authenticated), they also hugely speed up the payment process, allowing operators to turn more tables. They also often include features that offer businesses valuable insight into their customers and the chance to send out bespoke promotions to encourage repeat visits. Today, it’s about offering customers a choice of payment options, believes Stuart Coetzee, business development director of TISSL, a provider of electronic point of sale solutions for the hospitality sector. He says: “A modern hospitality business should have systems in place for integrated chip and pin, payment by tablet and by phone, contactless for smaller bills [up to £30] and Apple Pay. Moreover, the ability to pay at the table is a must, enabling servers to take the machine to the client and offer the full range of payment options. If the process is protracted, it can negatively colour the whole dining experience.” Hotels are more complicated than F&B-only businesses. On top of a robust set of technolo- gies for guests to pay at the bar or restaurant, all of which must be integrated to prevent human error creeping in, they also require a seamless online portal, so customers can pay for whatever part of their experience needs to be paid online conveniently, as well as – increasingly – the option to pay and check in and out by mobile. What’s more, payment systems for each and every part of the guest
Technology Prospectus 2016| 29
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