Diners Have High Expectations for Restaurant Tech

eMarketer – As in many industries, there is a gap between consumer expectations and business execution for restaurants. Operators are often slow to adopt new technologies and those that they’ve implemented aren’t always satisfactory.

In a February 2018 survey of US internet users and restaurant executives by BRP (Boston Retail Partners) and Windstream Enterprise, restaurant operators met consumer expectations on only two factors: contactless/mobile payment, for which 32% of consumers valued it and one-third of operators offered it, and Wi-Fi availability (44% both valued it and offered it).

Consumer expectations will be even higher over the next 24 months. The most important factor now (71%) and in two years (81%) is simply ease of payment, but just 45% of restaurant operators said they had “excellent” execution.  Two of the biggest jumps in consumer expectation between now and 2020 will be the ability to order ahead digitally (a 55% increase) and Wi-Fi availability (up 59%).

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What are the Best Location-based Services Technologies to Enhance the Shopping Experience?

Within the last few years, a plethora of new location-based services (LBS) have been created for retail applications, however, selecting the right technology for retail applications can be an overwhelming task. To help retailers navigate the sea of options, BRP published this white paper: Cracking the Code – Deciphering Retail Location-Based Services Technology. 

Why are Location-Based Services Important?LBS_White_Paper_Cover

Location-based services are critical to identifying customers as they enter the store, which creates the best opportunity for retailers to personalize the customer’s shopping experience through clienteling and guided selling. In Boston Retail Partners’ 2015 CRM/Unified Commerce Benchmark Survey, 53% of retailers plan to have the ability to identify customers when they walk in the store via their smartphones within five years. That’s an 883% increase over the 6% who indicated they could already identify their customer in this way. Understanding the different technologies and how to best utilize them in conjunction with the customers’ smartphone is critical for the future store.

Deciphering the Key Technologies

With the growing interest in LBS technology comes a complicated path for selecting the optimal system. Coupled with the ever-increasing capabilities of LBS, even the savviest ‘techies’ have been left wrestling with the challenges of deciphering this complex technology. This white paper provides an overview of the nuances of the various LBS options and the pros and cons of the respective retail applications. The primary location-based technologies assessed in the white paper include: GPS, Wi-Fi, RFID, NFC and Bluetooth.

I encourage you to download and read the complete white paper to learn more about location-based technologies.


Cracking the Code – Deciphering Retail Location-Based Services Technology

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