Webinar Recap: The Do’s and Don’ts of Mobile Order and Pay
Mobile order and pay is changing the way consumers eat, shop, and choose where to do their business. 76% of consumers report that mobile ordering influences where they get take-out or delivery, and 56% of US millennials want mobile order & pay. The growing demand for mobile order and pay means big business. Mobile order and pay is expected to be a $38B industry by 2020. But creating a mobile payment experience that meets high consumer expectations is no small feat.
To help set brands up for success, we hosted a webinar with Nikisha Reyes-Grange, Principal Strategist at akaNRG and former Head of Mobile Marketing at Starbucks, and Emily Carrion, our Head of Marketing, to talk about how to launch a killer mobile pay experience.
- In the webinar, we cover:
- How to make the business case for mobile order & pay (Hint: if you don’t have it, you’re leaving revenue on the table)
- Product roadmap and requirements of top apps
- Best practices such as how to improve the in-store experience, and the right ways to leverage customer feedback
- How to set KPI’s and measure success
Want to watch the webinar recording? It’s available for download!
Webinar audience Q&A
Q: Can you recommend any 3rd party vendors w/ order ahead SDKs?
NRG: There are a few including Olo/Mobo Systems (who offer web and native apps for ordering to brands including Five Guys), who offer apps you can skin. The downside here is that you can’t customize the app experience, or integrate your loyalty program, or include non-standard features, or create in-app messaging or engagement content. There are also app developers like Relevant (who created the Blaze Pizza and Smoothie King apps) who can build custom experiences that include mobile ordering or loyalty programs. Make sure to think through your feature set and marketing capabilities before you start development.
Q: How do you recommend handling stores or restaurants that are closed but their hours say they are open? e.g. for Holidays?
NRG: Store training is vital here, as is building in accountability at the regional/district manager level. Initially, you may also want operations or store communications to send out reminders to stores before holidays and special events.
Q: What is the best way to get feedback from your Staff or Crew on what’s working/not working?
NRG: Surveys are really helpful, as are site visits. I’m also a fan of in-store immersions – send your team to work shifts or chat up customers at stores and get first-hand feedback. I would often drop into my local Starbucks during slower times (2:00 pm on Saturday is great) and ask store partners how it was going. They were so candid and gave great advice for improving the app, making wayfinding easier, and more.
Q: Do you have tips for managing inventory? It’s important to come up with a plan, so where do we start?
NRG: It’s unlikely that you’ll see huge spikes in total store order volume immediately, so you should have some time to figure out your inventory requirements, busy times, etc. At first, I’d focus on training store staff to accurately manage online inventory — 86 items the moment you run out, update new items once they arrive in-store, etc.
Q: Did customers resist charging their Starbucks Card vs paying with cash / card / Apple Pay?
NRG: The Starbucks Card is such an iconic thing and so widespread (1/8 adults in the USA got one over the holidays!) that customer trial and adoption is pretty organic. Linking the rewards program to Card usage also gives customers a strong incentive to continue loading and using the Card.
Mobile Order & Pay was a natural evolution from mobile payment with in-app digital Starbucks Card, which itself was an evolution of the physical Starbucks Card. Customer adoption wasn’t forced — customers saw the convenience and converted to app payments pretty easily. One of the most effective – and totally unintentional – drivers was customers seeing someone ahead of them use their phone and then want to do the same.
Starbucks has been smart in leveraging the loyalty program to drive mobile payment and ordering among slower-adopters by offering “stars” on in-app purchases. I’d recommend using a carrot rather than a stick if you can.
Do you have questions or comments about mobile order and pay? Feel free to leave your thoughts in the comment section below!