I recently sat down with my fellow product manager, Joel Udwin, to talk about where our worlds collide: integrating mobile at the point of sale. We like to think that a mobile strategy is placed in the pocket of the consumer, but it doesn’t stay there – mobile engagement must integrate with in-store operations to be successful. Joel, who manages our mobile products, explains why:
Q: Why is a POS integration important when it comes to mobile engagement?
A: Wow, Paige. I thought that since we worked together, you would give me easy questions, but you just knocked it out of the park. [Chuckles] I don’t like bucketing mobile into this separate silo of mobile engagement. When we talk about mobile engagement, we are really just talking about guest engagement. At restaurants and convenience stores, a large portion of customer engagement occurs at the point of sale, where most transactions take place today. Implementing an engagement strategy without considering your point of sale is like driving a small car on an icy road – you’ll move around, but you won’t necessarily be able to control where you are going. Basically, if your engagement program doesn’t translate at the POS, your employees will be too frustrated by it to evangelize it, and your guests won’t want to use it. Successful mobile engagement programs need to work in harmony with point-of-sale technology and operations.
Q: How can mobile speed up service? […]
Last week, California Pizza Kitchen (CPK) introduced version 2.0 of its Pizza Dough® Rewards mobile app, a new mobile app built in concert with rewards systems provider Paytronix Systems, Inc. CPK has rolled out v2.0 of its mobile app to 197 of its company-owned locations in the United States. CPK operates 300 restaurants in 16 countries.
We recently spoke with CPK CIO Andy Mai and Senior Vice President of Marketing Ashley Ceraolo to find out more about the new mobile app.
Tell us what’s new in version 2.0 of the CPK Pizza Dough Rewards app.
Andy Mai: We’ve recently introduced v2.0 of our mobile app. It’s the primary guest engagement vehicle of the CPK Pizza Dough® Rewards program. The app was designed from the bottom up to enhance our guests’ experience with an easy-to-navigate home screen, pay-at-table functionality, and the ability to access and redeem rewards.
Why did CPK believe it needed to overhaul its Pizza Dough Rewards app from the ground up?
Ashley Ceraolo: More than 80% of our guests engage […]
With 72% of U.S. adults using a smartphone, mobile technology is changing the way that brands connect with their customers. Most brands have started to roll out a mobile strategy that utilizes an app. The average smartphone user has around twenty-seven apps on their phone, but studies show that most users spend 80% of their smartphone usage on just five apps. What are the odds that your app would be one of those? That leaves only 20% of their usage time for apps outside of those five, meaning your app is competing with over twenty apps for the user’s attention.
The good news, a mobile strategy goes far beyond just your mobile app. By utilizing a full mobile strategy your brand can get to the forefront of your customers’ minds. So, beyond a mobile app, what other elements of a mobile strategy can your brand implement to engage customers and motivate them to come into your store? […]