Thursday, December 31, 2015

Banner year for consolidation leaves transport, logistics with bigger, fewer players

Action will likely cool after torrid 2015.
The transportation and logistics industries have been in perpetual consolidation for decades. Companies come and go. Some are acquired. Others fade away. Inevitably, new entrants take their place, especially in non-asset-based sectors like third-party logistics (3PL), where the barriers to entry are relatively low.
Though nary a year goes by without a thinning of the ranks, 2015 was an extraordinary time for large-scale shrinkage. According to consultancy Armstrong & Associates Inc., there were 11 $100 million-plus transactions in 2015 that involved third-party logistics providers, the most in one year since Armstrong began tracking deals in 1999. By contrast, there were just three and five such transactions in 2013 and 2014, respectively, according to Armstrong data.
FedEx Corp. and UPS Inc., two of the world's most high-profile transport and logistics firms, made the largest acquisitions in their histories in 2015. Memphis-based FedEx acquired Dutch-based rival TNT Express for US$4.8 billion. Atlanta-based UPS, which tried unsuccessfully to buy TNT Express in 2013 for US$6.8 billion, acquired Chicago-based freight broker Coyote Logistics LLC for $1.8 billion. FedEx also closed on its purchase of Pittsburgh-based contract logistics specialist Genco Supply Chain Solutions for an undisclosed sum—one analyst pegged it at about $2 billion—a deal that represented FedEx's biggest commitment ever to a firm in the non-transport segment.
Japanese giant Kintetsu World Express bought APL Logistics, a 3PL that pioneered the use of double-stack intermodal containers, for $1.2 billion. Several months later, Singapore-based steamship carrierNeptune Orient Lines, APL Logistics' former parent, was itself acquired by French carrier CMA CGM for $2 billion.
The acquisition activity extended into the IT space, as providers geared up for increased customer reliance on cloud-based computing platforms and the continued headlong push into omnichannel fulfillment. In terms of dollar value, the biggest deal of the year was Infor's $675 million purchase of Oakland-based GT Nexus, a transaction that catapulted New York-based Infor into the top tier of cloud commerce providers. Arguably the busiest IT provider was Canada's Descartes Systems Group Inc., which made threeacquisitions last year. That was followed by Ann Arbor-based Llamasoft, which acquired supply chain software capabilities of Armonk, N.Y.-based IBM Corp. and South African firm Barloworld.
The 2015 activity, which in some cases bore the fruit of the seeds planted as far back as early 2014, stands in stark contrast to the M&A torpor that existed between 2008 and 2014. That period included the financial crisis and so-called Great Recession, a time when many companies were focused on survival rather than growth. Yet industry CEOs stayed out of the M&A game even as U.S. and world economies recovered, albeit tortuously.
Robert C. Lieb, professor of supply chain management at Boston's Northeastern University, who conducts an annual survey of 3PL CEOs, said respondents to his 2014 survey believed that post-acquisition integration challenges were too daunting and potential acquisitions insufficiently accretive to justify an aggressive buying strategy.
That attitude seemed to change in 2015. Perhaps it was the slowdown in demand for virtually all transportation services—while 3PL demand continued apace—that pressured some CEOs into achieving top-line growth through acquisition instead of through organic measures. If that is the case, then M&A activity may be extended well into 2016. For example, sluggish demand and ample truck capacity have forced many truckload carriers to ratchet down forecasts for increases in base prices to 1 to 2 percent (from 3 to 5 percent). Rate compression, combined with rising costs for drivers, power units, and trailers, could put further pressure on organic revenue growth.
"Capacity remains loose and pricing for carriers is weak," said Ben Cubitt, senior vice president of consulting and engineering for Transplace LLC, a large Frisco, Texas-based 3PL. Cubitt said earlier this week that he finished three bid reviews before Christmas and that "all showed strong savings."
Evan Armstrong, Armstrong & Associates' president, said M&A volume would stay strong during 2016, though there will likely not be as many megadeals. He also noted that XPO, whose four-year buying spree has made it the talk of the industry, would be off the acquisition grid next year as it digests the Con-way acquisition.Brad Jacobs, XPO's chairman and CEO, said as much at an industry conference this past fall.
Armstrong also delivered some words of caution for prospective acquirers: A recent survey of 3PL customers found that large providers with $10 billion or more in annual gross revenues—revenues before the costs of purchased transportation—rate lower in customer service, value/pricing competitiveness, and process improvement capabilities than do providers with less than $1 billion in gross revenues. "There is a feeling that very large 3PLs need higher pricing to support their vast organizations and tend to be less proactive in identifying customer process improvements," Armstrong said in an e-mail. He added that service disruptions that often plague post-merger integrations could be a factor in the perception gap between small and large providers.

Armstrong noted that 56 percent of the respondents are trying to shrink their provider universe. "However, reductions due to acquisitions are not an optimal way of selecting your core 3PL group," he said. Armstrong said the continued consolidation among large players will "put more pressure on organizations to properly evaluate and select 3PLs which meet their needs."

Uber just gave its billionth ride

uberUber
Uber has given one billion rides,the company announced Wednesday.
According to the company, Uber gave its one-billionth ride in London on Christmas Eve last week.
"Marvin and Ara just made our day," the company said in a blog post. "Their £5 London uberX ride together from London Fields, Hackney to Hoxton in Ara’s blue Honda Insight Hybrid was the billionth Uber trip."
It may seem silly to recognize a milestone like reaching a certain number of rides given, but it points to Uber's staggering growth and adoption.
The first Uber ride ever given happened on June 1, 2010 in San Francisco, so delivering a billion rides in five and a half years is pretty astounding.
In a blog post last December, about a year ago, the company said it was doing about a million rides per day, and had given 140 million rides throughout 2014. Now, the company operates in more than 300 cities in 68 countries.
The company is raising a new round of funding that would value it at $62.5 billion — Uber's already the most valuable private tech company in the world, so this just puts more room between it and the world's second-most valuable startup, Xiaomi. 
In honor of its billionth ride, Uber says it's giving Ara, the billionth-ride driver, a vacation to the Uber city of his choice, and the rider, Marvin, will get free Uber rides for a year. 

The Special Sauce of Real-Time Customer Feedback

Bain & Company is a global business consulting firm.

Many entrepreneurs intuitively know that some customers are worth far more to the business than others. The best customers are loyal promoters who sing the company’s praises to friends and colleagues. They tend to spend more with the business, stay with it for longer and often cost less to serve. Their lifetime value, therefore, is usually several times higher than those customers who are neutral, let alone detractors.
To create more of these promoters, companies need to gather regular customer feedback so that they can understand what about their experiences mattered to these customers and why. Which services delight customers (a convenient mobile app or a helpful call-center agent) and could be adopted in other areas? What annoys them and should be changed?
Very small companies might be able to learn this from informal conversations, but as companies grow, collecting feedback requires a more rigorous approach. Surveys can work, though many consumers today are overwhelmed by such requests, leading to declining response rates. Online ratings and comments might yield nuggets of information, but the rise of offshore click farms generating five-star ratings for pay has tainted some websites.
Mobile software offers a promising alternative. Take the restaurant industry, where word of mouth can make or break the business. Sure, customers can write about their experiences on Yelp or OpenTable or Zagat. Yet restaurateurs have struggled to know for certain what guests are thinking about their experience, and they would love a chance to intervene on the spot if things are going wrong or to thank and reward their happiest, most loyal customers.
Some small restaurant chains now are using mobile-based rewards program technologies to ensure that they hear from and respond to a wide range of guests. One software tool ties a prepackaged rewards system to a customer’s credit card.
This doesn’t require a complex point-of-sale integration. The customer, after registering for the restaurant’s program, simply uses the registered card to pay for a meal, earning points in the program, with the value and redemption options determined locally. As soon as the transaction goes through the system, customers receive a notification with a link to very simple request for feedback. A small California chain, for instance, gets feedback from about 75 guests every week, and about one-quarter of those guests take the time to add written comments.

Feedback in this system flows directly to the restaurant manager, who sees a dashboard summarizing the data. “I can see in real time what’s going on with our guests … for [the group] as a whole … and at the restaurant level,” an owner told my colleague.
This app’s data confirms the importance of delivering a great customer experience. Promoters outspend all other customers by 17% each month. They’ll forgive one bad experience, but a series of bad ones will lead them to visit much less. So it’s essential for restaurant managers to reengage with the customer after a slipup.
Two added benefits flow from this high-velocity feedback loop: The process of asking customers for feedback builds deeper relationships and a higher likelihood of a return visit. And by handing feedback directly to front-line employees, owners give employees the power to manage that make-or-break word of mouth.

Target spotlights aisle-specific mobile coupons via in-store signage

By 

December 29, 2015
Target shoppers can send a text to receive a hefty discount
Target shoppers can send a text to receive a hefty discount
Target is driving sales of household products by placing signage in designated in-store aisles, prompting shoppers to text a keyword to a phone number to receive an exclusive mobile coupon.
Target shoppers interested in stocking up on household cleaning supplies will likely find their smartphones to be opportune shopping buddies once they stumble upon in-store signage advertising an available mobile coupon. After consumers text the keyword CLEAN to TARGET, the retailer will send them a follow-up SMS message containing a bar code which can be used to receive $15 off a purchase of $50 or more.
“Offering coupons at the point-of-purchase display via text messaging is a creative way to surprise shoppers with instant savings,” said David Naumann, director of marketing at Boston Retail Partners. “Delivering promotions and coupons is a variety of mediums (print, email, apps and text) is key to appealing to the unique preferences of individuals.
“Text messaging is quick and easy and doesn’t require a special membership or the effort to download an app. While the highest level of customer engagement is through branded apps, not all customers are willing to take the effort to download an app and keep it on their precious screen space.”
Fueling impromptu purchasesTarget’s wide repertoire of available products lends itself well to driving impulse buys, particularly among new shoppers who are not yet well-versed in which locations their favorite items are stocked.
Individuals looking for cleaning supplies may be greeted by noticeable signs placed near aisles, inviting mobile users to receive a $15 off coupon to use on select brands. The sign showcases a list of participating marketers under each individual category, such as laundry care, kitchen essentials and household cleaners.
Shoppers do not have to download Target’s Cartwheel application, which is typically used for locating coupons, to take advantage of the promotion. Instead, they may simply pull out their personal device and text the word CLEAN to 827438.
target coupon 420Shoppers may follow directions displayed on the in-store signs to access the deal
The subsequent text will send customers a clickable link, which then opens up to the mobile coupon. The coupon contains a unique bar code, valid through January 2, 2016.
Underneath the bar code, users may find a replica of the list of participating brands to ensure that their household items meet the requirements needed to receive the $15 off $50 discount. Consumers will be able to enjoy the offer when buying products from marketers including Tide, Febreze, Bounty, Kleenex, Dawn and Palmolive, among others.
Target is likely to experience a stronger surge in cleaning supplies sales following this limited-time deal, proving how effective mobile can be when attempting to drive impulse purchases. Shoppers wanting to use the smartphone-enabled coupon may be swayed to add more participating items into their cart to hit the $50 minimum balance.
Polishing up digital salesMobile coupons are not Target’s only foray into digital strategy. The retailer has been at the mobile forefront of its sector this year, thanks to strong initiatives including new smartphone applications, a revamped mobile Web experience and shoppable videos on social media.
Last month, Target released version 2.0 of its popular Cartwheel iPhone app, boasting a forward-looking approach to delivering shopping shortcuts and personalization (see story).
target coupon oth 420
The mobile coupon contains a scannable bar code
Target is also reportedly working on its own mobile wallet, borrowing a page from Walmart as the need to address consumers’ growing demand for smartphone services takes on greater urgency (see story).
Consequently, the brand is well-poised to start off 2016 on the right foot, especially if it continues placing increased focus on mobile-savvy, on-the-go shoppers.
“Since nearly 80 percent of shoppers have a smartphone, other retailers will likely follow suit and advertise mobile coupons on in-store displays,” Mr. Naumann said. “When shoppers stumble across an unexpected special deal, it inspires them to buy more to take advantage of the deal.”

Handling the late holiday rush proves tough for FedEx and UPS

More than 60 million packages were delivered on Christmas Eve, according to ShipMatrix. FedEx even made deliveries on Christmas Day after a surge in online orders and bad weather kept the carrier from delivering some orders by Christmas Eve.
FedEx Corp. improved its on-time delivery performance on Christmas Eve to 96.2% from an on-time rate of 77% on Dec.  23, according to data from software provider ShipMatrix Inc., but those gains weren’t enough to prevent some e-commerce orders from not arriving in time to be opened Christmas morning.
A surge in last-minute online orders before Christmas caused delivery delays for FedEx, which says it handled a record number of packages during the final week of the holiday shopping season, though it declined to specify volumes
“A surge of last-minute e-commerce shipments, combined with severe weather in several areas of the country, did cause delays in some markets,” a spokeswoman says. “FedEx Express expanded delivery operations on the Saturday following Christmas, delivering delayed shipments along with our normal Saturday volume, and resumed normal pickup and delivery services on Monday.”

The past week has not been kind to FedEx, which serves as the shipping carrier for 307 of Internet Retailer’s Top 1000 online retailers, according to
 Top500Guide.com. On Tuesday,FedEx reported service delays stemming from winter storms that hit the Midwestern and Southwestern United States. Last week, bad weather on Dec. 23 also caused unspecified shipping delays.Another FedEx spokeswoman says the company delivered packages on Christmas Day.
The weather also affected United Parcel Service Inc., which posted on-time delivery rates of 79.5% on Dec. 23 and 97.7% on Christmas Eve, according to ShipMatrix.
“The drop on Wednesday (the 23rd) for both carriers was largely due to bad weather,” says Satish Jindel, founder of SJ Consulting Group, a sister company of ShipMatrix. “These figures are different from prior weeks, as these reflect what actually got delivered and are not adjusted for errors by shippers and consumers, such as shipping to a wrong address, etc.”
ShipMatrix reports that FedEx, UPS and the U.S. Postal Service combined to deliver more than 60 million packages on Christmas Eve, up 70% from a typical day.
“Even with on-time performance of 99%, 600,000 packages will be delivered late,” ShipMatrix writes. “Complaints by a few people on social media, who expect their packages to take priority over safety of FedEx and UPS employees working in bad weather, is not a reflection on the service provided by these carriers.”
FedEx declined to confirm ShipMatrix’s numbers, saying only that the company is “extremely proud of our team members who worked around the clock to deliver the holidays.” A UPS spokesman previously told Internet Retailer that “UPS will not attempt to validate third party consultants’ data.” 
Data from marketing software company Custora shows that 5.4% of all online orders during the holiday season were placed during the final week of the holiday shopping season, from 12/20-12/24, down from 6.5% during the same time last year. Custora also reports that social media drove 1.8% of overall online sales during this year’s holiday shopping season, down from 1.9% last year.
Some industry experts say the last-minute push may already have carriers thinking about next holiday season.
“No major storms took out any major hubs and so the work-arounds were adequate to keep product flowing,” says Jim Tompkins, CEO of supply chain consulting firm Tompkins International. “The more significant delays that did occur were the result of the volume of parcels exceeding expectations (8- 10% above plan). This was a result of strong online sales, huge mobile shopper volume and savvy shoppers that cherry-picked promotions. UPS and the USPS handled these unexpected volumes better by prioritizing customer satisfaction above profitability, whereas FedEx reversed those priorities.”
FedEx would not say whether it would compensate shippers or consumers for late deliveries. “We work directly with each affected customer on a case-by-case basis,” a spokeswoman says.
Amitai Sasson, vice president of marketing and development with online art retailer OverstockArt.com (No. 812 in the Internet Retailer 2015 Second 500 Guide), a FedEx client, says his company experienced  a surge in last-minute shoppers but didn’t notice shipping delays. Sasson declined to provide specifics on OverstockArt.com’s last-minute orders.
“We attributed (the last-minute surge in orders) to our improvement in messaging on shipping timelines along with our improved positioning for our gift certificates,” he says.
Data from IBM, based on millions of transactions from retail websites of its clients, shows that all online sales grew 13.3% from Nov. 1 through Dec. 26 compared to the same period last year. IBM did not break out last-minute online shopping statistics.
Other holiday shopping trends reported by IBM include:
  • Mobile devices accounted for more than half (52.1%) of all traffic to retailer websites, up 16.7% year over year.
  • Shoppers who used both their desktop computers and mobile devices to shop spent more this year, with an average order value of $127.49, up 2.5% from $124.33 last year.
  • Consumers used their smartphones more in the past for holiday shopping, and more than they used tablets. Smartphones accounted for 16.3% of all online sales this year, a jump of more than 90% year over year, while tablets accounted for 14.5% of online sales. The contrast between tablets and smartphones is starker when looking at online traffic figures. Smartphones accounted for 40.2% of e-commerce traffic during the holiday shopping season compared with 11.8% for tablets.

Wednesday, December 30, 2015

14 More Tiny Urban Target Stores Will Open In 2016-2017

Yes, Target is a chain of big-box stores, but the company sees its future in considerably smaller boxes. Instead of suburban stores of more than 100,000 square feet in the suburbs, all but one of the stores that Target has planned in 2016 and 2017 are small-format stores in urban areas across the country.
Target’s mini-stores began a few years ago with separate branding. Small stores of maybe 80,000 square feet were called “Target Express,” and then came even smaller stores of around 20,000 square feet called “CityTarget.” Earlier this year, the company decided that all of these sub-brands were confusing, and decided to simply call all of their stores of all sizes Target.
Planned stores in 2016 will be in Long Beach (CA), Philadelphia (two of ’em!), New York City (Brooklyn, Manhattan, and Queens), Brookline (MA), Cupertino, (CA) and Chicago. Mini stores slated to open in 2017 will be in Cambridge (MA), two in Los Angeles, and another in Philadelphia. The one full-size big box will open in 2016 in Allentown, PA.

THE MOBILE CHECKOUT REPORT: How retailers and tech giants are pushing consumers to do more of their spending on smartphones

mobile desktop time v dollarsBI Intelligence
As millennials and younger consumers become larger parts of the key spending demographic, mobile devices like smartphones and tablets are quickly becoming consumers' primary computing device. But for retailers, that poses a key challenge: Users are spending considerable time shopping on mobile, but making relatively few purchases. 
As a result, social networks, payment processors and card networks, and retailers themselves, are all developing solutions that make it easier for users who shop on mobile to begin to buy on mobile, and then channeling funds into products that incentivize users to do so.
By presenting options like on-site buy buttons, single-click checkout, financing services, and unified offline-to-online commerce experiences, various brands are beginning to convert desktop shoppers to mobile. But mobile wallets are beginning to take hold, and if they can successfully combine multiple features that ease barriers to mobile purchasing into one payment platform, they could hold the ticket to retailer success in increasing mobile purchases. 
In a new report from BI Intelligence, we predict how e-commerce will change and m-commerce will grow, explain why users are shopping, but not buying, on mobile devices, look at how stakeholders are looking to attract these users, and showing how products like mobile wallets could be game-changing in terms of mobile retail. 
Here are some key takeaways from the report: 
  • E-commerce and m-commerce are on the rise. In 2014, mobile comprised 11.6% of the US' $303 billion in e-commerce sales. BI Intelligence forecasts that by 2020, mobile will account for 45% of the $632 billion in total e-commerce sales. 
  • Users are spending the majority of their commerce-related browsing time in browsers rather than apps. In order to increase m-commerce conversion rates, retailers should be focused on browser-based solutions, which attract a wider audience than the loyal shoppers who download apps. 
  • If they move into the browser, mobile wallets like Apple Pay and Android Pay could drive an increase in m-commerce. That's because they provide a more streamlined experience to users than any of the other proposed solutions. However, it'll be hard for them to catch on fully if they remain focused solely on apps and in-store payments. 

Beyond beacons: How retailers can understand the customer journey

By 

December 29, 2015
Luca Criscuolo is head of mobile and Web product at Retale
Luca Criscuolo is head of mobile and Web product at Retale
Beacon technology is touted as the long-sought way for retailers to connect the dots of the customer journey from mobile browsing and online shopping to the FMOT, or First Moment of Truth, when a shopper picks a product from the retail shelf.
And it is not just hype. An estimated 4.5 million beacons are projected to be in active use by 2018. Retailers are set to invest more than $2.5 billion on Internet of Things technology. Much of that will be allocated to beacons, so the future of the technology looks bright.
But beacons alone will not shine a light on the full customer experience picture, from mobile to in-store. The technology is still limited and may prove difficult to scale.
Here are some ways for retailers to overcome these challenges to connect the dots to understand their customers better.
Bluetooth offers location accuracy, but drawbacks are clear
Beacons are unparalleled when it comes to precision of location data, but they depend on Bluetooth technology, which means that the user must have Bluetooth activated, with location sharing enabled.
Also, Bluetooth technology impacts battery life, especially when connected to beacons.
Even though the current generation of Bluetooth Low Energy devices (BLE) is much more efficient than the previous, a recent study by AisleLabs showed that an iPhone 5S connected to only one single beacon will use almost 6 percent of a battery’s power per hour. This might seem like a tiny amount, but in a world where 33 percent of consumers are looking for improved battery life, any app that guzzles power and does not present an improved experience is at risk of being turned off or overlooked.
Scaling Bluetooth requires investment
While buying and installing a few Bluetooth devices in a single shop is easy, building and maintaining a network in a hundred stores around the country is a completely different story.
To make matters more challenging, retailers who embrace beacons are faced with an important decision: whether to build their own Bluetooth infrastructure or join an already existing one.
Each has its own set of complications and benefits.
Building infrastructure requires a significant commitment. One must select the right BLE hardware, set it up and install devices in hundreds of locations, and bear the costs of monitoring and maintaining the entire network.
While this is costlier route, the advantages are clear. Retailers who build their own infrastructure will have direct access to their own data. They might also choose to outsource certain aspects of the construction to cut costs in a best-of-both worlds scenario.
Joining an existing network has its own advantages. It will almost certainly save on setup time and cost.
Moreover, by tapping into one of these networks, retailers can attract and engage new users through a variety of independent apps within it, creating a wider dataset and a fuller picture of a customer’s digital and in-store journey from beginning to end.
But information that depends on indirect sources instead of a retailer’s own application or site is likely to be less reliable than first-party data.
Furthermore, its quality rests on how users engage within network of apps. The result may be a spotty or piecemeal picture of customer behavior. More data is not always better data.
User friction limits insights
But the greatest operational issue around beacons is likely to be what they require from the user.
Beyond downloading the app, the customer must opt in to the beacon campaign and engage with the app. It is only through that engagement by the shopper, like the creation of shopping lists, that brands can gain the insight needed for the most effective offers and ads.
Although beacons are seeing high adoption rates among certain consumer segments such as millennials, many older shoppers balk at what they see as the intrusiveness of the technology.
According to the USC Annenberg Center, 56 percent of millennials are willing to opt in and share information with retailers, while only 42 percent of consumers 35 and older would do the same.
These limitations don’t mean that beacon technology will not continue to flourish. Rather, it implies that a combination of emerging technologies work together to help retailers serve customers and market appropriately.
Geofencing boosts beacon technology
Investment in geofencing is set to hit $300 million by 2017, and it is easy to see why.
For a retailer, a beacon without geofencing is like a television program with commercial breaks but no ads. It is simply a missed opportunity.
Geofencing technology lets retailers build local fences so that customers are engaged with a notification, reminder or deal when they step into the right area.
As a software technology, geofencing requires no hardware setup and is relatively easy to embed in mobile apps. This makes it even more attractive as an added resource.
Geofencing does have limitations. It relies mainly on the GPS receiver, which is influenced by the geometry of the surrounding objects and can therefore be unreliable. For example, high buildings can create signal distortions that generate errors in the position.
However, when overlaid with beacon technology, geofencing gives a far more complete view of customer behavior. Beacons offer precision, while geofences can give context around engagement.
The expansion of geofencing data to detect store visits could validate it as a secret weapon to generate an extraordinarily useful image of the cross-channel customer journey.
Given the simplicity of the implementation and efficiency of interaction, this hybrid approach is a promising avenue worthy of further exploration.
Cross matching
There are yet more sophisticated ways to gain insights from disparate data about customer behavior, both online and in-store.
For example, complex matching algorithms can be applied to ad impressions, time stamps, location data and other user data, enabling retailers to extrapolate and act upon store visit information. But doing so requires an investment in data science and may be outside the scope of a given retailer’s operational business.
THE BOTTOM LINE is that there is no one ideal way to achieve a full and transparent look at how customers interact online and in-store.
According to IDG’s recent Enterprise Study, “83 percent of organizations are prioritizing structured data initiatives as critical or high priority in 2015.”
So look for retailers to go beyond beacons to invest more deeply into data science and emerging technologies, and to use multiple data sources – mobile, Web, beacons and ad engagement – to better allocate marketing budgets and, above all, to better serve customers both in-store and online.

How Retail And Restaurants Can Use Apps To Effectively Market Their Business



One of the most competitive markets to be in is the food business. Because of this, how a restaurant markets itself can be the difference between success and failure. You might have the greatest tasting food in the world, but if you’re not actively marketing your product in the correct way, you simply won’t make it in the food industry. Word of mouth can be a great thing, but it can’t be the only thing. In today’s society, using technology in one form or another is key to your success.
In 2016, two markets that will be greatly affected by the use of technology are the retail sector and dining sector. There are new stores and online offerings popping up every day promising better deals and better meals. You have to adapt and innovate to stay relevant, and marketing is the first step in that.
Restaurants need to market themselves to be accessible and appealing to an ever growing consumer base that prioritizes efficiency, creativity, and competitive pricing. The creative side of their marketing strategy in part comes from chefs who push the envelope, but what about the efficient side? That’s where restaurants can use technology to better market themselves. While reservation apps have been a staple for years, and a great starting point, there are now services coming out that make it even more convenient. Apps like Allset have allowed restaurants in the San Francisco/Palo Alto to cater to an entirely new group of people looking for a quick and nice sit down meal. Sure, there is always delivery and takeout, but sometimes you simply want to get out of the office for a bit and clear your mind.
The app allows you to book your table, pre-order your food, and pay for it all within the app. Diners looking to have a nice lunch, but who are typically on time-sensitive schedules, can now have their figurative cake and eat it too. Allset has managed to infiltrate and innovate a rather basic sector by essentially eliminating wait times and businesses using the service are already reaping the benefits of the app.
One restaurant that uses Allset, Les Clos, even reported a 30 percent increase in their lunch orders and a 25% increase in sales. Just by including an innovative way to have a quick lunch. By essentially cutting out all wait times, restaurants can appeal to an entirely new crowd and bring in customers that just simply didn’t have the time for a sit down meal before. As a bonus, Allset even helps restaurants due to the fact that they will better be able to predict how many customers are coming in and increase their table turnover time; a goal for all restaurants.
Savored (purchased by Groupon) is another app that restaurants could utilize to drive business to their establishment. While Savored is no longer in existence, the idea is still pertinent, and as made obvious from the buyout, successful. The app allowed users to make reservations, but it gave users extra incentives to dine at certain restaurants. The incentive was that the user could save up to 40% by reserving tables at particular restaurants.
Saving money is a huge factor in swaying the on-the-fence diners and Savored, and the restaurants that utilized it, managed to capture that market perfectly. If you’re looking for ways to market your restaurant, using the power of apps to offer discounts is a great way to do that.
The retail sector can greatly be helped by the use of apps, as well. Drug stores like CVS and Walgreens now have apps that allow customers to use their app to refill orders and prescriptions. While it may seem like a small feature, by offering this additional service they are separating themselves from the competition and appealing to busy customers who may not be able to get into the store to refill a prescription.
Coupons have been around forever, but thanks to apps there are entirely new ways to offer coupons to customers. RetailMeNot is a great example of a service that was once only available on a website, but the company now has an app that allows customers to browse coupons on-the-go. Stores that make an active effort to get their coupons on RetailMeNot can use this to their advantage to encourage purchases for on the fence customers browsing their stores. Just like with restaurants, anything that can save a customer money is a great marketing tool to utilize.
As we enter the new year, businesses must learn the new complexities in targeted ads.. Advertisers use targeted ads based on your searches and location, but those same people are looking to take that to the next level. No longer is location (city or state) based advertising enough, now advertisers are looking at ways to deliver pertinent ads when consumers are near stores. In a shopping center with a Macy’s nearby? Advanced location-based ad marketing could pick up on that and deliver deals and sales to the Macy’s across the plaza from you.
As technology continues to advance at blistering speeds, business sectors that rely on shoppers will need to continue to step up their game to differentiate themselves from a market that continues to grow daily. There will always be a new restaurant or clothing outlet, and marketers will need to stay with the times to appeal to not only new customers, but to retain their already loyal fanbase.