Sample Presentation from Integrated Marketing Campaign


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Julie Grosse Technology Marketing portfolio

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Sample Presentation from Integrated Marketing Campaign

  1. 1. What Do You Want in Your Next POS?
  2. 2. Agenda • Introductions • Who We Are • SIVA’s Vision for Point-of-Sale • Deepening the Customer Relationship • Delivering on Operational Imperatives • Navigating the Information Stream • Designing for the Future • Acquiring Success
  3. 3. Introducing SIVA • Founded in 1999 to create the first restaurant technologies built on an enterprise architecture • Over 175,000 man hours invested in R&D to date • Offering launched October 2003 • Led by executives with more than 100 years of industry experience • Rapidly gaining market share
  4. 4. Jim Melvin, CEO • Founder of Compris Technologies • Founder of National Restaurant Association’s Technology Pavilion • Former consultant to eight of the top 10 food service companies • Creator of restaurant technologies installed at more than 75,000 customer sites Jim Melvin Courtesy Wall Street Journal August 30, 2001
  5. 5. SIVA is What’s Next • Darden Restaurants • Largest casual dining chain in the world, owning Red Lobster, Olive Garden and other chains • Industry IT thought leader • Looking for POS for last three years • Extensive competition • What Darden bought • Technology platform/architecture “SIVA was the only 21st century technology we identified.” – Darden’s evaluation of SIVA and its competitors
  6. 6. Is Your Technology Touching Every Point of Sale?
  7. 7. Prerequisites for the New POS • A centralized database to leverage • Multiple order points • Flexible order workspaces • A platform truly open to future technology advances • Reliable communications The objective: A fluid order experience for the customer— where they want it, how they want it
  8. 8. Order Up Responsiveness
  9. 9. Deepening the Customer Relationship
  10. 10. It’s a Two-Way Street • Create information channels for customer and regulatory requirements • Create immersive experiences • Let the customer opt in to information sharing
  11. 11. Think Point of Marketing, Not POS • Digital menu boards • Daypart pricing, position and content flexibility • Enterprise content management • Dynamic marketing channels • Customer-facing POS displays • Pre- and mid-order promotions • Upselling • Full-priced and discounted suggestive selling • Customized individual content • Favorites • Special offers • Nutrition/allergies • Touchscreen interaction
  12. 12. How Do You Deliver Your Restaurant Experience? • Narrowcasting • Restaurant TV • In-store suggestive selling (“Wouldn’t You Like a Cherry Pie Now?”) • Current advertising campaigns • Cross-promotions with partners or other restaurant brands • Daypart-specific promotions • Enterprise content management and distribution
  13. 13. Benefits of Being Digital • Ensures consistent presentation of nation-wide initiatives • Integrates into POS database for menu item names and prices • Adapts to changing daypart requirements • Reduces cost of POP material production and shipping • Eliminates on-site maintenance • Delivers high impact for consumers • Opens new sales avenues
  14. 14. Getting to Know You
  15. 15. Ordering on the Go
  16. 16. Interacting with Your Brand • In-store kiosk • Express ordering • Gift card purchases • Loyalty program management • Kiosk-only coupons • Integrated surveys • Nutrition calculation • Allergy information • Marketing channel
  17. 17. Benefits of Customer-Oriented Technology • Captures valuable customer data for analysis and use in future interactions • Provides options that improve the guest experience • Extends existing loyalty programs • Automates the personal relationship of a mom-and-pop restaurant to its customers—across every restaurant in the brand with perfect recall • Promotes consistent customer experience across the chain
  18. 18. Delivering on Operational Imperatives
  19. 19. At the Counter • Plan for 24-hour operations and 24- hour opportunities • Recognize the customer’s preferences • Build in multiple order points • Provide opportunities for frictionless payment
  20. 20. Maximizing 24x7 Operations • Point-of-sale • Rapid, automatic end of day • Easy check transfer from one day to the next • Uncoupled sales and labor day cuts • Digital menu boards • Daypart menus • Daypart pricing • Daypart menu engineering • Daypart promotions
  21. 21. Favorites Today
  22. 22. Favorites Tomorrow • Contactless customer identification brings preferences instantaneously into interaction with store systems • Individualized digital displays • Favorites-based approach to order taking • Curbside and tableside delivery of phone and kiosk orders • Portable preferences move from restaurant to restaurant • Allergies • “I always want ranch dressing with my salad”
  23. 23. Take the Order to the Customer
  24. 24. Express Ordering In & Out of the Store
  25. 25. Build Business with Advanced Web Ordering • Corporate administrator for on-line catering account • Pre-set spending limits • Per person • Per event • Password-based access to group order space • Individual and corporate favorites/preferences • Integration with store delivery application for scheduling, production, pick-up coordination
  26. 26. Keep an Eye on Blink Tender • Speedpasses • Wristbands • Mobile phones • Wired apparel
  27. 27. Benefits of Front Line Technology • Drives additional revenue from more effective management of dayparts • Leverages knowledge of your customers’ historical behavior and preferences for more efficient ordering • Increases speed of service and reduces walk-offs with line busting technologies • Simplifies the order process with cashless transactions
  28. 28. At the Drive-Thru • Build an innovative customer experience on traditional drive-thru tools • Put a different voice on the ordering process • Provide technological support for new operational models • Get an accurate measure of drive- thru success
  29. 29. Confirming Custom Information
  30. 30. Digital Drive-Thru
  31. 31. Speak Up! • Automated greeting and order repetition • POS order entry using voice recognition technologies • VOIP to outsourced call center By 2030, 40% of the US population will be Hispanic. What is your multi-lingual strategy for the drive-thru?
  32. 32. Operate with Flexibility • An order confirmation board and speaker connected to a server rather than a terminal enables any employee inside the restaurant to take a drive-thru order • Mobile ordering and wireless payment processing make curbside delivery an option for preferred customers
  33. 33. Raise the Speed Limit with Effective Monitoring
  34. 34. Benefits of Drive-Thru Technology • Improves customer satisfaction by increasing order speed and accuracy • Exploits full revenue potential for each daypart • Increases add-on sales and upselling through pinpoint-targeted marketing • Offers an integrated approach to continuous performance enhancement
  35. 35. In the Kitchen • Leverage kitchen equipment with a load balancing batch cooking system • Package data with food • Improve workforce performance through intelligent information delivery
  36. 36. Efficient Food Manufacturing
  37. 37. Wrap Up with Information • Custom labels • Catering & express orders • Nutrition information • “Pack right” and “fresh check” barcode scanning
  38. 38. Wrap Up with Information Item Name Calories Destination Order # Pre-Modifiers Add Condiments Subtract Condiments Recipient Production Date/Time Item Expiration Time
  39. 39. Information on Demand
  40. 40. Monitoring Exceptions • Food quality & safety • Temperature alerts • Humidity alerts • HACCP log • Equipment • Equipment temperature too high • Equipment temperature too low • Refrigeration unit door open too long • Hygiene enforcement
  41. 41. Prompting Action
  42. 42. Delivering Context
  43. 43. Motivating the Team
  44. 44. Benefits of Kitchen Automation • Improve service speed and line productivity without changing the kitchen layout • Increase order accuracy • Control waste while ensuring that food quality remains high • Combat employee turnover with just- in-time actionable information and expert knowledge
  45. 45. Navigating the Information Stream
  46. 46. In the Future, Customer Presence is Detectable • Geo-spatial recognition • Are you on-line? • Where are you right now? • Contactless customer identification • Restaurant system recognizes you and tailors interaction/pricing to your preferences
  47. 47. But…Technology is Democratized • Customer controls opt-in/opt-out • Customer controls whether presence is anonymous • Customer controls what information is released
  48. 48. Information Exchange
  49. 49. A Dashboard for Consumers
  50. 50. Portable Preferences
  51. 51. Designing for the Future
  52. 52. SIVA’s Technology Approach • Started in 1999 – clean sheet of paper – no legacy code • Developed to address industry needs for transforming technology • Handle new revenue streams and provide greater flexibility in selling thru technology (handhelds, line busters, wireless, web-based) • Address emerging CRM opportunities • Offer guest-focused and operations-focused solutions • Architected to address the biggest challenges facing large distributed chains • Configurability • Visibility • Survivability • Extensibility • Usability
  53. 53. Laying a Foundation for the Future • Implement a Service Oriented Architecture • Define a clear and consistent definition of mission critical vs. mission important functionality • Centralize high maintenance portions of the solution • Simplify implementation and “Things should be made as simple as possible maintenance of site-based tools but no simpler.” • Implement task-centric vs. data- - Albert Einstein centric applications
  54. 54. Configurability • Enterprise-focused change management • Defined neighborhoods of information (prices, taxes, media) • Sites belong to multiple neighborhoods • A change is made to a neighborhood component and the site inherits the change • Multiple departments are responsible • Multiple information neighborhoods may be touched for a single change • Real world change distribution • Hot changes • Staged changes • Rollbacks • Flexible inheritance rules of hierarchical configuration information • Corporate-specific • Brand-specific • Region-specific • District-specific • Configurable site-based overrides and enterprise awareness of overrides
  55. 55. Visibility • Real-time updating of enterprise data warehouse • Real-time business rules monitoring/alerting • Live video/video storyboarding • Extensive site-level and rollup reporting • On-premise and enterprise exception alerting • Multi-modal access to real-time and historical information • Information availability in the form most useful to the user (web-based, voice-based, in-store dashboard)
  56. 56. Survivability • Embedded disaster recovery • Terminal, site, and enterprise recovery strategies designed into base applications • Ability of mission critical applications to operate in standalone • Automatic and graceful degradation during outages • Interventionless recovery on restoration
  57. 57. Extensibility • Business Process Optimization (BPO) focus • Service Oriented Architecture (SOA) implemented • Core infrastructure leveraged to provide an extensible enterprise management framework for future technologies • Innovative operations-focused and guest-focused technologies allowed to leverage existing enterprise infrastructure
  58. 58. Usability • Implementation of business rules and operational alerts to focus staff on critical decisions • Exception-based management of automated tasks to increase consistency and avoid variability of staff competency • Task-focused technology design • Task-based GUI that puts data and function within context The Goal: Make it • Reduced time to competency easy to accomplish business objectives • Less money spent on training high turnover staff
  59. 59. Human Factors in Action
  60. 60. Acquiring Success
  61. 61. IT as a Utility • Transaction- or subscription-based acquisition and maintenance model • Eliminates upfront capital outlay • Includes advanced maintenance and support • Includes evergreen technology refresh
  62. 62. is what’s next 3333 South Congress Avenue Suite 400 Delray Beach, Florida 33445 Phone: (561) 272-2121 Fax: (561) 272-7177