Omnichannel [adj.]: Denoting or relating to a type of retail that integrates the different methods of shopping available to consumers (e.g. online, in a physical store, or by phone).
While the dictionary defines omnichannel as being specific to retail, restaurant owners are beginning to recognize its value in the hospitality sector as well. In an era of constant connectivity, providing positive customer experiences both online and offline is critical.
Here are three reasons omnichannel affects restaurants:
Ordering Convenience
Customers expect the ultimate in ordering convenience. In world that values convenience and speed above all, customers will always go for the most convenient option—whether that be you, or your biggest competitor. Make yourself visible and easy to do business with by leveraging an online ordering solution.
It’s also worth noting that far more customers use mobile phones to look up restaurant information and place orders, so a mobile ordering solution is necessary. With these ordering platforms, you can reach a bigger customer base, like busy office workers that don’t have time to run out for lunch, or the college student looking to swing by and pick up a to-go order in between classes.
Loyalty and Rewards
Customers want to be rewarded for continuing to choose you over the competition, and they want those rewards to be based on their existing preferences. SevenRooms marketing research reports that 79% of consumers said they are only likely to act on an offer if it’s personalized based on previous transactions. Personalized promotions are much more effective because they recommend items that customers already want. It’s a win/win—you benefit from increased sales, and they benefit from discounted rates on items they already wanted to order.
Harvard conducted a study which revealed that increasing repeat business by just 5% can increase profits anywhere between 25% and 125%. Omnichannel loyalty and rewards programs are must-have features to retain customers and drive revenue.
Consistent Branding
An omnichannel operation means that you provide a seamless customer experience across all channels. Not only are you expected to offer online and mobile ordering options, but consistent branding should be carried through all platforms. Your online ordering and mobile apps should match the branding of your website, and should tie in with the overall theme of your restaurant.
Consistent branding across channels boosts brand recognition and elevates your image. It also helps increase customer satisfaction by providing a seamless customer experience throughout all of your channels.
Theory vs. Practice
An omnichannel restaurant strategy sounds like an easy way to stay competitive, boost profits, and retain customers, and it is—if you have the right technology in place. Operating a successful omnichannel restaurant requires solutions that integrate seamlessly with your POS. Disparate systems that can’t communicate with one another can prevent you from reaching the consistency needed to execute your omnichannel restaurant strategy.
Focus POS offers a wide range of restaurant solutions that easily integrate with your POS and allow you to operate a successful omnichannel business. For more information, contact Focus POS today.
