Fast food & fast users - is your app keeping up?

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The popularization of mobile devices such as smartphones, tablets and notebooks is consolidating a new customer habit: performing routine tasks without having to “waste time”.

By saving the travel time and waiting in queues, mobile devices have quickly gained consumer preference for ordering delivery and takeout or paying their restaurant bill and enjoying their reward-accumulation benefits.

The increased use of self-service devices also reduces operating costs. By offering virtual alternatives to get in contact, whether through portable devices or personal computers, the provider facilitates the life of consumers and also increases the efficiency of service.

Digital drive thru

According to an Oracle survey, “More than half (51%) of millennials want to be able to order delivery and takeout on the go”. In the busy life of the big cities every minute counts. Saving time in queues or feeling special at your favorite restaurant as it already knows what you want to order, seems to be the new trend.

For example, Starbucks extended its mobile order and pay service so customers can pre-order hot and cold drinks and food from home or work then skip the queue when collecting their coffee. The Domino’s Pizza app allow users to order food with “zero clicks” by setting up an “Easy Order” option. Once everything is set, simply opening the “Zero Click” app will order your favorite pizza. To cancel the order, the app provides a 10-second countdown.

Responsive approach to measuring satisfaction

Over 90% of dissatisfied customers do not complain: they simply change brand or never buy your product again. Not complaining does not mean that there is no dissatisfaction, actually many people believe that complaining will not make any difference to the company.

Those who do not complain to you in general speak ill of your brand where possible. You should think of the 10% who do complain as giving free and extremely valuable feedback about your products and services.

It is very important to know the expectations of your current clients. The mobile device is the perfect tool to find out this information: you can send “push notifications” with a little survey for example. You could also send special offers, “thank you” messages or emotional phrases that match your brand, this is an investment with a guaranteed return.

Facilitating simplicity

The in-app checkout gives your mobile and consumer application an easy and streamlined payment experience. The app speeds up purchases as it only takes a few clicks on the smartphone screen.

According to Starbucks, mobile payments represents more than 20% of all transactions in the company’s stores in the United States. There are 7 million payments a week in the country.

Fast communications

A mobile app can do whatever the developer wants. However, a business wants to create an app that has features that the customers will love and simultaneously promote your brand.

The more your customers get involved with your app, the faster they will be inclined to buy your product or service. Creating in-app campaigns to advertise your product and your brand is an invaluable tool, particularly for multi-location companies who want to promote different products in different locations.

Apps have a much greater potential than mobile sites, that does not mean that you should only have an app and not a responsive website. Apps have features that are not found on mobile sites:

  • Notifying users of news and offers via push notifications.
  • A connection in-app generates a lot of user information, usage time, recurrence, navigation which can be used for specific campaigns.
  • If a user connects through social networks, you can get find out even more about him through the social network.

Location-based marketing

More brands are trying to use location-based marketing to engage consumers. According to Matt Asay, vice president of Mobile of Adobe Platform Cloud,

“Mobile devices travel with the consumer and generate a lot of contextual data. All of this can be leveraged to increase everyday experiences, changing not only how consumers interact with the world around them, but also how they interact with brands”.

Location-based technologies, may be the most transformative aspect of a brand’s mobile strategy. Once consumers agree to this relationship, it opens up a wide range of possibilities. For example, the New York ice cream store, Van Leuween, offers users mobile payment options and use this feature to track their location. The app use geolocation to detect when a consumer is near a Van Leuween store and enticed them to come with special offers and hot deals.

Some of the benefits of location-based marketing are: free or low-cost and highly targeted. You can get to know your customers better, attract new customers and reward your loyal customers.

Now you now the latest trends to keep update your fast-food app. Would you know how to apply them?

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