DALLAS -- Rather than rush to build apps, retailers can better serve customers by optimizing their websites for mobile users.
That's one of five tips Zach Goldstein, CEO and founder of Thanx, offered attendees at FSTEC 2016 in Dallas this week.
Goldstein said operators often think they need a digital app to engage customers, but in fact, very few apps are successful. Beyond Starbucks and Chick-fil-A, which he said are the gold standards, many are even harmful to brands when customers give an app low ratings and negative comments on social media, he said. He offered operators five guiding principles for building their mobile marketing strategies:
- Start with your top customers. "Two-thirds of your revenue comes from the top 25% of customers," he said. Find out what these customers want, and build marketing efforts around them.
- Build the basics on mobile web. Most consumers have smartphones and devices and are more likely to visit a website rather than use an app, he said. The average mobile user has 27 apps on his or her device but spends nearly 90% of time on just five, he said. Hours, location and nutrition information are better presented on a website, he said, so optimizing site design for mobile users is a must.
- Use app features. If you decides to build an app, be sure it includes features that take best advantage of the technology. For example, include the ability for customers to have saved accounts (past purchases, favorite products, etc.), geolocation to identify when a customer is in your store or restaurant, and push notifications to gather immediate feedback after a visit, or send a welcome message or offer when a customer arrives on premises.
- Complement existing behaviors of your customers. "People are lazy. Don't force new behaviors on them" in your mobile marketing, Goldstein said. If coupons or QR codes work, stick with them.
- Finally, keep it simple. Don't pack too many messages into your mobile marketing, Goldstein advised. "Customers need clear options, and keeping it simple also will minimize IT headaches for your organization and help you better measure results," he said.
FSTEC (Foodservice Technology Conference and Showcase) is produced by Winsight Events, underway in Dallas Sept. 25-27. This year marks the 20th anniversary of the gathering of restaurant and foodservice executives to explore the technologies to build their businesses and communicate with customers.
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