[Infographics] 13 killer reasons to add mobile to the menu
Face it: your customers are all online now, and most of them are mobile. If you're not reaching them where they live, you're missing a trick. (That's it for Halloween cuteness, promise.) Be sure to click through to see the full infographics!
1. We are mobile and we want mobile experiences
It's a matter of time before mobile is an expected - most likely necessary - part of the customer (dining, retail, hospitality, you name it) experience.
2. Your competitors are already in the mobile space - even if you're not
Mobile's not a fad (everything's mobile now) and it's not going anywhere. Brands in all customer-facing sectors are going to have to investigate what mobile can bring to their customer experiences, or miss out and lose precious ground to the competition.
3. Mobile's good for business
There's not a study out that hasn't pointed to the rising popularity of mobile in retail and hospitality. And the mobile effect only going to get more pronounced: have we mentioned the Internet of Things yet? Because it's here, and it's already starting to rock the service industry of your choice.
4. Adding technology for customers doesn't only benefit customers
The push for mobile, connected tech and digital experiences isn't being led by marketers - it's being requested by customers. If we're constantly connected at home and work, then the loss of that connection when we're out and about (arguments about lifestyle choices aside) can actually determine how we travel, where we shop, and where we eat. The good news is that the drive for constant-connection also pays off for brands; people are more likely to go where WiFi is available, and brands can use the data collected via WiFi to personalize experiences. Which leads to more repeat visits, and more personalization...
5. You can focus your attention with laser-like precision
If you're spending your days worrying about how your website looks in Internet Explorer 6.0 for desktop users, then worry no more. Not only is IE soon to be extinct (!), your time is definitely better focused now on improving your mobile experience. Mobile is an all-the-time prospect. And yes, you will still get web visitors, and you will definitely see people in-store, but now you really need to optimize for mobile. The best way to get people through your door is reach them at just the right place and time, and that's probably not going to be when they're at home 108 miles away.
6. Your customers live in the now
If they can't find you when they need you, they'll find someone else. Even if you can't go full on IoT (we understand - and we don't think you need to yet), you need to optimize for mobile at the very least.
7. Social connectedness is a driving force
Particularly among Millennials, social referrals and FOMO (fear of missing out) dictate what people buy and where they go for it. It makes sense to support the sharing culture; to have, for instance, an app that makes sharing of check-ins, loyalty rewards and instore information (dressing room pictures, food photos) easier.
8. Mobile makes it easy to start small
Here's the deal: it takes work to personalize at the individual level, and personalizing every single data point at every single touch can seem a bit of a hard ask when you're getting started. But it's OK to start simple: if you know when customers are more likely to be looking for you, then you already know when you need to send them a helpful reminder. It makes sense that diners are searching for somewhere to eat around lunch and dinner time, so step one would be pushing offers to them at that stage. Or if you've embraced the geofence and you're feeling a little adventurous, you can actually draw customers away from your competitors' establishments in the same way (more on this in our IoQSRT Primer).
9. Mobile loyalty makes more sense than punch cards
Mobile loyalty is gaining popularity; getting rewarded for visits and purchases on the spot is a compelling prospect - just look at Starbucks. If you can let customers place a regular order, skip a queue, save on their bill or enjoy a free dessert, you're going a lot further towards building a loyal repeat customer than simply stamping a card.
10. People are inherently lazy
Some people run ultra-marathons and some go into space. Most of us will settle for not having to decide where to have lunch, and here mobile really comes into its own. If you push me an offer on free pie with my favourite sandwich around lunch time, I will come. If you let me skip the queue at 8am by pre-ordering my usual coffee, I will tweet that to the world. If you offer me extra loyalty points if I check-in when I stop by to pick up spark plugs, I will join your loyalty program. If you make things easy for people to come to you and spend money, they'll do just that.
11. It works. There's precedent.
Mobile marketing isn't just for restaurants - although you might want to look into Panera for a little inspiration - just check out the success brands like Sephora and Gamestop are having with their digital endeavours. If you're a total personalization nerd (and we are) the possibilities are endlessly exciting.
12. Mobile payments are your future
Contactless card payment is now commonplace, and while tap-and-go mobile payments aren’t quite as common, services like Google Wallet and Apple Pay are boosting the profile of NFC smartphone payments in most sectors. Not prepared to accept mobile payments? It might be time to look into adding it to your repertoire (it's not as scary as it sounds).
13. Mobile is the jumping off point for So. Much. COOLNESS.
Did I mention we are total nerds? But seriously you guys, have you looked at what you can do with connected tech and digital marketing? This is science fiction level awesomeness, and we've barely even scratched the surface. Sure you can take it slow and stay small. Or you could build a symbiotic and ever-expanding ecosystem of phones, terminals, beacons, geofences, cameras, displays, biometric scanners, intelligent dressing rooms, virtual worlds - tech that hasn't even been invented yet - all so you can hyper-personalize the service you provide to your customers.
And all starts with a simple mobile app.