payment app business Flypay. “Frictionless payments are becoming an expectation,” he says. “Mobile ordering works amazingly well in sites with counter service, such as Weth- erspoon or GBK. We’re yet to see significant adoption from table service restaurants that worry about reducing the role of the waiter – they prioritise pay-at-table experiences. But that’s likely to change as the first major brands have embraced it and will make it successful.” Graham Cornhill, managing director of
Wi-Q, which provides a cloud-based order- ing and payment solution so customers don’t have to download and install an app, agrees that convenience will become even more important. “We have recently partnered with Tola MobilePay, allowing consumers to charge the cost of their coffee or meal to their mobile phone bill, be it Vodafone, O2 or EE,” he says. “This removes one of the few remaining inconveniences in the mobile transaction – entering your payment details the first time. The whole ordering process takes just sec- onds, even for the very first purchase. Wi-Q does not force customers to sign up, register, login or even put in their payment details.”
THE FUTURE IS AGGREGATED
A little further ahead, the future of mobile pay- ment and loyalty is unlikely to centre on stand- alone apps, although it will be a slow evolution towards aggregation, according to Falys, sim- ilar to the development of e-commerce over the past 15 years from proprietary sites to the coexistence of marketplaces with those sites and then a shift in volume towards the likes of Amazon and eBay. “People don’t cease to love the brand, but they like the convenience of a one-stop shop, and the same thing is hap- pening now on the high street,” he says. Take Caffè Nero. Its Yoyo-powered app is
already incredibly popular, with 150,000 users at the time of writing. But Caffè Nero is also present on the Yoyo Marketplace, so users who, say, work at JP Morgan or study at Impe- rial College can use Yoyo at work and on cam- pus, and in a Caffè Nero outlet. Caffè Nero’s presence on the marketplace still includes the brand’s logo, image and rewards system. “That’s the most important thing,” Falys says. “The brand wants to keep that very strong identity – the marketplace is only a facilitator.” In the US, things have already gone further,
with Facebook announcing a big drive towards mobile ordering, partnering with GrubHub,
Delivery.com, DoorDash, ChowNow, Zup- pler, EatStreet, Slice and Olo to link to those food-ordering businesses and restaurants that support them. “This is important, as many operators have typically waited for the winner in a space like ordering or payment before jumping on board,” Weaver says. “Now it is more important to be on a platform to ensure you can connect to where the consumer is.”
BOTS AND SKILLS
Other areas where significant progress has been made in 2017 – and will continue to accel- erate in 2018 – are bots and skills. Bots on Face- book Messenger, for example, can be linked to
18 | Technology Prospectus 2018
Through Yoyo Wallet’s campaign manager platform Yoyo Engage, F&B operators can offer customers a genuinely personalised experience, helping build loyalty while encouraging them to make decisions that most benefit the business. For example, to increase
footfall during the hot summer of 2017, Caffè Nero pushed its iced-drinks range by offering double stamps for every purchase via its app. One week after the campaign launched, the number of customers who purchased an iced drink rose 215%, spend on baskets containing an iced drink went up 212% and average transaction value went up 26%. Vietnamese fast-food chain Hop took a similar approach
to increase the frequency of purchases on Tuesdays, a day that usually dips. Through the Yoyo app, it offered double loyalty points to all customers who came in on that day. The month after the campaign, the number of unique customers rose by 85%, transactions by 51% and revenue by 61%. “Retailers are smart
enough to push or not push
certain payment methods,” says Falys. “It’s very rare that you go into a retail store and they are doing everything they can to promote a particular payment method such as Visa – they just don’t do that. But they do with Yoyo precisely because they know the benefit of influencing customer behaviour by leveraging data.”
www.thecaterer.com
Influencing customer behaviour and boosting business
▲
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
