Restaurant GPS

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Restaurant GPS

  1. 1. Anil Bilgihan Cihan Cobanoglu Melih Madanoglu Copyrighted © 2008.
  2. 2. GPS devices support the main purpose of  navigation with additional tools that can ◦ suggest nearby business services, ◦ provide traffic, gas price and weather updates, and ◦ offer an array of travel information. • From this perspective, GPS have the potential to be an important information and marketing tool for the travelling public. Copyrighted © 2008.
  3. 3. Copyrighted © 2008. GPS as a Marketing Tool
  4. 4. Earth-circling satellites  Ground-based stations  Receiver manufacturers  Copyrighted © 2008.
  5. 5. Copyrighted © 2008.
  6. 6. As well as the layout and names of streets,  the maps include some buildings, such as restaurants, hotels, train stations, museums and shopping centers. You can add your own points of interest as  you find them.
  7. 7. Zagat ratings  Google Review ratings 
  8. 8. Navteq supplies data for Garmin products,  Teleatlas supplies map data to TomTom.
  9. 9. http://www.gps-data-  team.com/corporate_customers.html They provide GPS listing service  franchise, small, medium or large size business.
  10. 10. By listing your business location in POI you  make it easier for your customers to find you. They provide business location details as a  points-of-interest database for Garmin, Magellan, Navman, Route 66, TomTom, Nokia, Destinator, etc.
  11. 11. Every bit of exposure is worth its weight in  gold! You can directly add your business into  Google’s online Local Business Centre, free of charge.
  12. 12. Trekking applications   Navigation and information services  Public transportation information services  City guides  Point of interest information (POI) services  Mobile yellow pages Copyrighted © 2008.
  13. 13. Premium location listings
  14. 14. When a consumer enters area near restaurant at 12:00 p.m., send a lunch coupon for a hamburger, discounted meal, etc.
  15. 15. Restaurant reviews/ratings by customers.  Wine listings for fine dining customers.  Posting your menu and pricing on GPS  devices “Low-fat, low carb” menu listings.  Matching user profiles with types of food  they prefer.
  16. 16. The worldwide LBS revenues in 2009 will be  US$5500M. Study estimates revenues from North America to be US$3000M in 2009 and US$8500M cumulative in the period 2006- 2009. Agile (2007)  Copyrighted © 2008.
  17. 17. To explore the current and potential use of  the GPS as a marketing tool from the consumers’ perspective. To provides a snapshot of consumer  perceptions. Copyrighted © 2008. GPS as a Marketing Tool
  18. 18. What is the level of GPS usage and usage type  in the last 12 months by consumers? What are the reasons for not using a GPS  device in the last 12 months? What are the perceived benefits and impact of  GPS by consumers? What are the purposes of GPS use?  What is the impact of GPS on the business  patronage? Copyrighted © 2008. GPS as a Marketing Tool
  19. 19. The sample was selected randomly from a national  database of consumers in the United States of America. The sample was stratified based on state population. A total of 1,000 consumers who had email  addresses were randomly selected for this study. Out of 1,000 surveys sent, 201 complete responses  were obtained for a 20.1% response rate. Copyrighted © 2008.
  20. 20. Copyrighted © 2008.
  21. 21. % I rented/borrowed a 22.3% It is in my car (built-in) 9.5% I own a dashboard (portable) 48.0% I own a telephone- with 7.4% Other 12.8% Copyrighted © 2008. GPS as a Marketing Tool
  22. 22. % Not needed 46.8% Expensive 32.3% Do not own yet 16.1% Other(Please specify) 4.8% N=62 Copyrighted © 2008. GPS as a Marketing Tool
  23. 23. Statements Mean is useful 1.40 Receiving advertisement in my would annoy me 1.41 makes my life easier 1.53 saves me time 1.67 reduces stress 1.78 I feel safer with a 1.83 I rely on my 2.13 I would like my to suggest touristic attractions to me 2.53 1=Strongly Agree 4=Strongly Disagree
  24. 24. I travel more because of a GPS 2.66 My GPS helps me plan my vacation 2.66 I am dependent on my GPS 2.68 I would like my GPS to provide me user reviews 2.79 about businesses I would feel comfortable receiving coupons from my 2.95 GPS nearby businesses while using my I talk to my GPS (i.e. Good job Jack) 3.06 I name my GPS (i.e. Jack, Jill) 3.10 I can not drive without a GPS 3.44 1=Strongly Agree 4=Strongly Disagree
  25. 25. I used my GPS to: % Find directions to the places I travel 87.1% Find a restaurant 47.5% Find a hotel 26.7% Find a gas station 30.7% Find touristic attractions 26.7% Find a bank 15.8% Plan my travels 29.7% Other 23.8% N=101 Copyrighted © 2008. GPS as a Marketing Tool
  26. 26. 1 time 2 3 4 5 or None times times times more times % % % % % % A restaurant 17.9 13.1 14.3 4.8 14.3 35.7 A hotel 21.0 9.9 8.6 1.2 9.9 49.4 A gas station 10.5 7.9 9.2 1.3 9.2 61.8 Touristic 12.7 12.7 7.6 3.8 10.1 53.2 attractions A bank 8.5 5.6 1.4 1.4 2.8 80.3 Other 8.9 4.4 2.2 31.1 53.3 Copyrighted © 2008. GPS as a Marketing Tool
  27. 27. Bluetooth/3G based “beaming” coupons into  Bluetooth servers in your restaurant. Tracking coupon use by customers.  Wireless restaurant reservations.  Wireless seating arrangements.  “Can we get the bill, please?” beaming  “Buy 10 meals, get one free” tracking. 
  28. 28. Thank you  Anil Bilgihan  Dr. Cihan Cobanoglu  (302) 831 4881  cihan@udel.edu  Copyrighted © 2008. GPS as a Marketing Tool

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