Mobile's not a fad 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.
There’s such a wide range of technologies available at various stages of maturity that an IoT play can seem hard to implement, particularly in a fast turnover environment like a QSR chain. However, if you break it down, it doesn’t have to be hard and it definitely doesn’t have to be all at once.
When it comes to personalization, it's easy to get lost in the idea of analyzing massive data sets from hundreds of sources. But, bigger is not always better – you may not need as much data as you think to start generating results.
Mobile’s influence over dining is undeniable: a quarter of consumers say tech features in their decision to visit a restaurant, 31% view menus on their phones at least once a month, and 33% of millennials expect to pay via phone.
If Sarah comes in every morning to get a coffee, you don't need to offer Sarah a discount on coffee. She's already coming in and buying it at full price; any discount you offer is going to needlessly erode your margin.