Restaurant industry capitalises on rapidly advancing mobile market to create more engaging customer experiences

Published on 24 September 2013 by in Latest News

mobile customer interaction management restaurant industry Restaurant industry capitalises on rapidly advancing mobile market to create more engaging customer experiencesThe restaurant industry has emerged as a leading force in terms of embracing mobile technology to create a more engaging customer experience, according to a recent report from mobile specialist, Millennial Media.

The study found that investment in interactive mobile features has increased rapidly for the sector and currently makes up 28 per cent of mobile budgets. Additionally, restaurants have been particularly quick to adopt mobile voucher schemes, using promotions as part of their mobile advertising campaigns nearly five times as often as other industries.

Catering brands including Portuguese themed chain Nando’s and frozen yoghurt vendors Pinkberry have recognised the benefits of using CIM systems to offer consumers personalised discounts based on their previous buying behaviour and geographic location, delivered through mobile apps. In fact for Pinkberry CEO Ron Graves, the chain’s Pink Card mobile loyalty app marks part of a wider move to work with the functionality of mobile to better serve each customer’s needs.

“Launching the Pinkberry app was just the beginning of making a more primary way to interact and communicate with our customers,” comments Graves, explaining, “The key to unlocking mobile’s potential is for industry players to focus on emerging expectations of our customers. This means developing mobile interactions that meet consumer demands for utility, speed and convenience.”

Another key feature of this new breed of multifunctional mobile apps is the ability to pre-order products and pay via mobile, with the mobile payments industry expected to increase to more than $65 billion USD by 2016. Options such as the PayPal ‘Pre-Order’ mobile app, launched in partnership with Eat24, allow brands to automate processes that would once have required a phone call, reducing the burden on service staff and providing a more convenient customer experience. Similarly, linking order data to a customer’s app account also allows the brand to more rapidly identify and resolve the problem if any issue occurs with the order.

For more information on how interactive mobile applications can allow businesses to better serve their customers, contact numero.


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