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FSTEC 2016 — Why Mobile isn't a "Check the Box" Initiative

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Thanx CEO Zach Goldstein presents at FSTEC 2016 in Dallas, TX on why restaurants shouldn't build mobile apps just for the sake of having an app.
Covered in this presentation:
-5 things all restaurants should consider before building a mobile ap.
-what makes consumers want to download — and KEEP! — an app on their smartphone.
-pitfalls of traditional apps.
-which features should remain on mobile web vs. app.

Published in: Technology
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FSTEC 2016 — Why Mobile isn't a "Check the Box" Initiative

  1. 1. © THANX, INC. ALL RIGHTS RESERVED1 WHY MOBILE ISN’T A “CHECK-THE-BOX” INITIATIVE Z A C H G O L D S T E I N F O U N D E R A N D C E O , T H A N X
  2. 2. © THANX, INC. ALL RIGHTS RESERVED 2 Z A C H G O L D S T E I N F O U N D E R A N D C E O , T H A N X F I N E D I N I N G C A S U A L D I N I N G Q U I C K S E R V E / F A S T C A S U A L
  3. 3. © THANX, INC. ALL RIGHTS RESERVED3 AGENDA 3 • The rise of mobile and the state of the “restaurant app” today • Guiding principles for a winning mobile strategy
  4. 4. © THANX, INC. ALL RIGHTS RESERVED 4
  5. 5. © THANX, INC. ALL RIGHTS RESERVED 5 2.2M unique apps in the App Store Jul '08 Apr '09Nov '09Jun '10Jan '11Oct '11Jun '12Jan '13Jun '13Jun '14Jan '15
  6. 6. © THANX, INC. ALL RIGHTS RESERVED 6 ~40% transaction capture #1 app iOS first week
  7. 7. © THANX, INC. ALL RIGHTS RESERVED 7 Average number of Apps on phone: 27 Time spent in top 5 Apps on phone: 88%
  8. 8. © THANX, INC. ALL RIGHTS RESERVED 8 MOST RESTAURANT APPS ARE FAILING Across a random sample of 150 restaurant apps, the average star rating was 2.9
  9. 9. © THANX, INC. ALL RIGHTS RESERVED 9 APP RATINGS AND REVIEWS TELL THE STORY
  10. 10. © THANX, INC. ALL RIGHTS RESERVED10 AGENDA 10 • The rise of mobile and the state of the “restaurant app” today • Guiding principles for a winning mobile strategy
  11. 11. © THANX, INC. ALL RIGHTS RESERVED 11 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  12. 12. © THANX, INC. ALL RIGHTS RESERVED 12 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  13. 13. © THANX, INC. ALL RIGHTS RESERVED 13 TWO-THIRDS OF REVENUE COMES FROM TOP 25% CUSTOMERS Customer base % of total spend
  14. 14. © THANX, INC. ALL RIGHTS RESERVED 14 GEAR APPS FOR YOUR BEST CUSTOMERS Your VIPs are more likely to use your app The rest of your customers will not
  15. 15. © THANX, INC. ALL RIGHTS RESERVED 15 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  16. 16. © THANX, INC. ALL RIGHTS RESERVED 16 FAR MORE PEOPLE ARE ON MOBILE WEB THAN APPS
  17. 17. © THANX, INC. ALL RIGHTS RESERVED 17 W E B S I T E S A P P • Menu / Nutrition • Locations • Contact Information and Hours • Reservations • Basic Ordering / Delivery • Loyalty • Customizable Ordering • Personalized Push Notifications KNOW YOUR CHANNEL
  18. 18. © THANX, INC. ALL RIGHTS RESERVED 18 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  19. 19. © THANX, INC. ALL RIGHTS RESERVED 19 WHAT CAN YOUR APP DO THAT A WEBSITE CANNOT S A V E D A C C O U N T S P U S H N O T I F I C A T I O N S G E O L O C A T I O N A C C E L E R O M E T E R
  20. 20. © THANX, INC. ALL RIGHTS RESERVED 20 S A V E D A C C O U N T S
  21. 21. P U S H N O T I F I C A T I O N S
  22. 22. © THANX, INC. ALL RIGHTS RESERVED 22 G E O L O C A T I O N
  23. 23. A C C E L E R O M E T E R
  24. 24. © THANX, INC. ALL RIGHTS RESERVED 24 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  25. 25. © THANX, INC. ALL RIGHTS RESERVED 25 Inactive Active 58% Out of 29 loyalty program memberships per U.S. household, 58%(!) are inactive. PEOPLE ARE LAZY INACTIVE MEMBERSHIPS
  26. 26. © THANX, INC. ALL RIGHTS RESERVED 26
  27. 27. © THANX, INC. ALL RIGHTS RESERVED 27
  28. 28. © THANX, INC. ALL RIGHTS RESERVED 28
  29. 29. © THANX, INC. ALL RIGHTS RESERVED 29 WHAT MAKES A CONSUMER WANT TO DOWNLOAD AND KEEP AN APP? Does it make my life easier/provide continued value? Does it provide a joyful experience?
  30. 30. © THANX, INC. ALL RIGHTS RESERVED 30 KEYS TO MOBILE SUCCESS • Start with your top customers • Build basics on mobile web • Utilize app-only tech • Compliment existing behaviors instead of forcing new ones • Keep it Simple, stupid
  31. 31. © THANX, INC. ALL RIGHTS RESERVED 31 JOYLESS EXPERIENCES
  32. 32. © THANX, INC. ALL RIGHTS RESERVED 32 INSTEAD WHAT IF IT WAS EFFORTLESS Pay As Usual Get Rewarded
  33. 33. © THANX, INC. ALL RIGHTS RESERVED 33 PHONE STAYS IN YOUR POCKET OR PURSE
  34. 34. © THANX, INC. ALL RIGHTS RESERVED 34
  35. 35. © THANX, INC. ALL RIGHTS RESERVED 35 FINAL WORDS OF WISDOM Minimize Unnecessary IT Headaches Make It Joyful For Consumers Measure Results
  36. 36. © THANX, INC. ALL RIGHTS RESERVED36 Zach Goldstein zach@thanx.com

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