How to Maximize QSR Customer Engagement with POS Solutions
Hospitality Technology recently published its 2015 Restaurant Technology Study that found 53 percent of restaurants’ technology projects are being driven by customer engagement/guest loyalty with POS technology at the center of customer engagement. Knowing this, operators will spend a quarter of their IT budgets on POS systems this year.
Operators looking to properly allocate their technology budgets to increase customer engagement should look for POS solutions and self-serve kiosks that can deliver a high ROI and improve the customer experience.
With a fixed POS solution, they should seek out one with an optional customer-facing touch screen display that lets customers make their own selections and respond to real-time promotions. Looking down the road, POS stations equipped with customer-facing cameras and facial recognition software could allow operators to display digital content most relevant to individual customers based on relative age and gender. This data, part of the growing Internet of Things (IoT), allows restaurants to predict menu choices and prompt menu promotions accordingly. When evaluating fixed POS solutions, operators should also look for a modular design, allowing for increased installation flexibility and maintenance.
When restaurant customer traffic is high, operators can utilize a durable mobile POS solution for line-busting to expedite orders and increase customer engagement. These solutions can be utilized both in-store and at the drive-thru if necessary. This concierge-like service adds a personal touch to the drive-thru experience, increases order accuracy and shortens wait times. When selecting your next generation mobile POS, look for a device that can be cradled in a POS dock that supports all of your peripherals and be used as a fixed POS terminal when needed, undock it and use it as a mobile device when you need that functionality.
Another area that also increases efficiency and customer engagement at the point of sale is at self-serve kiosks and it’s seeing the largest growth among the various options in the food services segment. Analysts in a report from Transparency Market Research predicted that the self-service kiosk sub-segment will grow the fastest with a 12.3 percent Compound Annual Growth Rate (CAGR) from 2013 to 2019. Self-serve kiosks allow restaurant customers to tailor to their tastes. Kiosks create better efficiency between the customer and the back of the house, and reduces order errors. Customers can choose their preferred ordering method and work as a means of reducing restaurant traffic as an alternative to traditional POS.
As restaurant customer preferences continue to change rapidly, all these POS solutions offer operators a variety of ways to increase customer engagement. What sort of POS mix are your customers looking for when they make a purchase? Let us know in the comments below.
Be on the lookout for our next food services blog on the increasing role self-serve kiosks are playing in the restaurant landscape.