SUPPLIER ARTICLE
MOBILE ORDER & PAY: DON’T GET LEFT BEHIND
The key to unlocking its potential is a frictionless solution that provides value and convenience for all parties, says Prask Sutton, Wi5 co-founder and chief executive
I
f mobile isn’t part of your vision for 2020, it’s time to rethink. Next year more than one billion people worldwide will make an
in-store payment on their phone.1 With mobile payments quickly catching up to traditional credit and debit card pay- ments, it’s no surprise that there’s an increas- ing demand for in-store mobile Order & Pay.
YOU’RE FUTURE-PROOFING YOUR BUSINESS BECAUSE… According to research carried out by Wi5 and Kantar, 71% of 18- to 34-year-olds would rather order on mobile than queue for just five minutes. As the purchasing power of millen- nials and Gen Z takes the lead, their prefer- ences should be prioritised. And as preferences go, it’s no longer 2014, when mobile payments were a ‘nice to have’... 69% of 18- to 34-year-olds now expect restau- rants to have a mobile ordering solution.
…A MOBILE SOLUTION IS EXPECTED, NOT SIMPLY DESIRED If mobile Order & Pay lets customers skip a queue, they’ll choose that over lines snaking out the door, with 63% of 18- to 34-year-olds more likely to choose a restaurant offering mobile Order & Pay. On the other side of the counter, merchants
employing operational efficiencies will be the ones that survive and thrive. However, mer- chants fear losing control of the customer experience, or even customers themselves, to Order & Pay apps. It’s certainly the reality of funnelling cus- tomers through consumer-facing third parties who take the lion’s share of both profit and data, building their own customer rapport and loyalty while your role and revenues fade into the background.
TAKE A ‘NO APPS’ APPROACH The vast majority of those who’ve tried to launch an Order & Pay app have witnessed first-hand how difficult and expensive it is to get people downloading, using and keeping up with an app
The key to unlocking the potential of in-store mobile Order & Pay is a frictionless solution that provides real value and convenience for all parties, while minimising barriers to entry and preserving brands’ customer experience. Not such a tall order.
30 | Technology Prospectus 2020
Prask Sutton
“71% of 18- to 34-year-olds would rather order on mobile than queue for just five minutes”
ABOUT WI5 Wi5 is an Order & Pay solution for restaurants, bars and coffee shops that enables customers to use their mobiles to easily place and pay for orders. No apps required. Find out how to get more customers ordering and paying on mobile at
wi5.io
www.thecaterer.com
1 EMARKETER REPORT, GLOBAL MOBILE PAYMENT USERS 2019
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