SlideShare a Scribd company logo
© 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
© 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
© 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
© THANX, INC. ALL RIGHTS RESERVED
4
© 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
© THANX, INC. ALL RIGHTS RESERVED
6
~40%
transaction capture
#1 app
iOS first week
© THANX, INC. ALL RIGHTS RESERVED
7
Average number of
Apps on phone:
27
Time spent in top 5
Apps on phone:
88%
© 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
© THANX, INC. ALL RIGHTS RESERVED
9
APP RATINGS AND REVIEWS TELL
THE STORY
© 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
© 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
© 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
© THANX, INC. ALL RIGHTS RESERVED
13
TWO-THIRDS OF REVENUE COMES
FROM TOP 25% CUSTOMERS
Customer base % of total spend
© 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
© 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
© THANX, INC. ALL RIGHTS RESERVED
16
FAR MORE PEOPLE ARE ON
MOBILE WEB THAN APPS
© 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
© 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
© 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
© THANX, INC. ALL RIGHTS RESERVED
20
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
© THANX, INC. ALL RIGHTS RESERVED
22
G E O L O C A T I O N
A C C E L E R O M E T E R
© 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
© 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
© THANX, INC. ALL RIGHTS RESERVED
26
© THANX, INC. ALL RIGHTS RESERVED
27
© THANX, INC. ALL RIGHTS RESERVED
28
© 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?
© 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
© THANX, INC. ALL RIGHTS RESERVED
31
JOYLESS EXPERIENCES
© THANX, INC. ALL RIGHTS RESERVED
32
INSTEAD WHAT IF IT WAS
EFFORTLESS
Pay As
Usual
Get
Rewarded
© THANX, INC. ALL RIGHTS RESERVED
33
PHONE STAYS IN YOUR
POCKET OR PURSE
© THANX, INC. ALL RIGHTS RESERVED
34
© THANX, INC. ALL RIGHTS RESERVED
35
FINAL WORDS OF WISDOM
Minimize Unnecessary
IT Headaches
Make It Joyful
For Consumers
Measure
Results
© THANX, INC. ALL RIGHTS RESERVED36
Zach Goldstein
zach@thanx.com

More Related Content

Viewers also liked

The Ultimate Guide to Customer Loyalty in 2017
The Ultimate Guide to Customer Loyalty in 2017The Ultimate Guide to Customer Loyalty in 2017
The Ultimate Guide to Customer Loyalty in 2017
Margaret Link
 
The Loyalty Program: A Recipe for Success
The Loyalty Program: A Recipe for SuccessThe Loyalty Program: A Recipe for Success
The Loyalty Program: A Recipe for Success
National Restaurant Association
 
How to launch a customer loyalty program that boosts your bottom line
How to launch a customer loyalty program that boosts your bottom lineHow to launch a customer loyalty program that boosts your bottom line
How to launch a customer loyalty program that boosts your bottom line
Darren DeMatas, MBA
 
Linkedin Series B Pitch Deck
Linkedin Series B Pitch DeckLinkedin Series B Pitch Deck
Linkedin Series B Pitch Deck
Joseph Hsieh
 
Foursquare's 1st Pitch Deck
Foursquare's 1st Pitch DeckFoursquare's 1st Pitch Deck
Foursquare's 1st Pitch Deck
Rami Al-Karmi
 
Mint.com Pre-Launch Pitch Deck
Mint.com Pre-Launch Pitch DeckMint.com Pre-Launch Pitch Deck
Mint.com Pre-Launch Pitch Deck
Hiten Shah
 

Viewers also liked (6)

The Ultimate Guide to Customer Loyalty in 2017
The Ultimate Guide to Customer Loyalty in 2017The Ultimate Guide to Customer Loyalty in 2017
The Ultimate Guide to Customer Loyalty in 2017
 
The Loyalty Program: A Recipe for Success
The Loyalty Program: A Recipe for SuccessThe Loyalty Program: A Recipe for Success
The Loyalty Program: A Recipe for Success
 
How to launch a customer loyalty program that boosts your bottom line
How to launch a customer loyalty program that boosts your bottom lineHow to launch a customer loyalty program that boosts your bottom line
How to launch a customer loyalty program that boosts your bottom line
 
Linkedin Series B Pitch Deck
Linkedin Series B Pitch DeckLinkedin Series B Pitch Deck
Linkedin Series B Pitch Deck
 
Foursquare's 1st Pitch Deck
Foursquare's 1st Pitch DeckFoursquare's 1st Pitch Deck
Foursquare's 1st Pitch Deck
 
Mint.com Pre-Launch Pitch Deck
Mint.com Pre-Launch Pitch DeckMint.com Pre-Launch Pitch Deck
Mint.com Pre-Launch Pitch Deck
 

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

Building an enduring restaurant following
Building an enduring restaurant followingBuilding an enduring restaurant following
Building an enduring restaurant following
ThanxInc
 
The Keys to Building a Great Mobile App
The Keys to Building a Great Mobile AppThe Keys to Building a Great Mobile App
The Keys to Building a Great Mobile App
GPShopper, a Synchrony solution
 
The Four Sources of Mobile App ROI
The Four Sources of Mobile App ROIThe Four Sources of Mobile App ROI
The Four Sources of Mobile App ROI
GPShopper, a Synchrony solution
 
Why the SMAC Stack is Going to Change the Word...Or has it Already?
Why the SMAC Stack is Going to Change the Word...Or has it Already?Why the SMAC Stack is Going to Change the Word...Or has it Already?
Why the SMAC Stack is Going to Change the Word...Or has it Already?
Ayantek LLC
 
5 Mobile Trends That Will Drive Recruitment & Employee Engagement in 2015
5 Mobile Trends That Will Drive  Recruitment & Employee Engagement in 20155 Mobile Trends That Will Drive  Recruitment & Employee Engagement in 2015
5 Mobile Trends That Will Drive Recruitment & Employee Engagement in 2015
JWTINSIDE
 
Dailykart presentation
Dailykart presentationDailykart presentation
Dailykart presentation
Harsh Vardhan
 
Why you should invest in mobile apps development?
Why you should invest in mobile apps development?Why you should invest in mobile apps development?
Why you should invest in mobile apps development?
Shweta Joshi
 
Why you should invest in Mobile Apps Development?
Why you should invest in Mobile Apps Development?Why you should invest in Mobile Apps Development?
Why you should invest in Mobile Apps Development?
eLuminous Technologies Pvt. Ltd.
 
TargetSummit Moscow 2016 | 5 Ways not to get crushed by the App Ecosystem, St...
TargetSummit Moscow 2016 | 5 Ways not to get crushed by the App Ecosystem, St...TargetSummit Moscow 2016 | 5 Ways not to get crushed by the App Ecosystem, St...
TargetSummit Moscow 2016 | 5 Ways not to get crushed by the App Ecosystem, St...
TargetSummit
 
Create A Winning Mobile App For Your Small Business
Create A Winning Mobile App For Your Small BusinessCreate A Winning Mobile App For Your Small Business
Create A Winning Mobile App For Your Small Business
Deluxe Corporation
 
Everything to know about web application development in 2022
Everything to know about web application development in 2022Everything to know about web application development in 2022
Everything to know about web application development in 2022
Orange Mantra
 
How to Build a Nonprofit Mobile App To Engage Supporters
How to Build a Nonprofit Mobile App To Engage SupportersHow to Build a Nonprofit Mobile App To Engage Supporters
How to Build a Nonprofit Mobile App To Engage Supporters
TechSoup
 
How to improve Customer Engagement
How to improve Customer EngagementHow to improve Customer Engagement
How to improve Customer Engagement
Susanne B. Böck
 
Zye Labs - Mobile App Development Brochure
Zye Labs - Mobile App Development BrochureZye Labs - Mobile App Development Brochure
Zye Labs - Mobile App Development Brochure
Vuez, LLC
 
Optimizing Website Performance in the Age of Mobile & Social
Optimizing Website Performance in the Age of Mobile & Social Optimizing Website Performance in the Age of Mobile & Social
Optimizing Website Performance in the Age of Mobile & Social
Yottaa
 
Beyond the App: What makes a good mobile experience?
Beyond the App: What makes a good mobile experience? Beyond the App: What makes a good mobile experience?
Beyond the App: What makes a good mobile experience?
Digiday
 
A complete guide on how to develop an on demand medicine delivery solution fo...
A complete guide on how to develop an on demand medicine delivery solution fo...A complete guide on how to develop an on demand medicine delivery solution fo...
A complete guide on how to develop an on demand medicine delivery solution fo...
Yelowsoft
 
What Basic Features Should A Fitness App Have - A Guide For Entrepreneurs By ...
What Basic Features Should A Fitness App Have - A Guide For Entrepreneurs By ...What Basic Features Should A Fitness App Have - A Guide For Entrepreneurs By ...
What Basic Features Should A Fitness App Have - A Guide For Entrepreneurs By ...
Faisal Abidi
 
EXPERT ORLANDO MOBILE APP DEVELOPMENT SERVICES | NDIMENSION LABS
EXPERT ORLANDO MOBILE APP DEVELOPMENT SERVICES | NDIMENSION LABSEXPERT ORLANDO MOBILE APP DEVELOPMENT SERVICES | NDIMENSION LABS
EXPERT ORLANDO MOBILE APP DEVELOPMENT SERVICES | NDIMENSION LABS
NdimensionLabs1
 
App retention 2017 - 2 Dam Creative
App retention 2017 - 2 Dam CreativeApp retention 2017 - 2 Dam Creative
App retention 2017 - 2 Dam Creative
Steve Brendish
 

Similar to FSTEC 2016 — Why Mobile isn't a "Check the Box" Initiative (20)

Building an enduring restaurant following
Building an enduring restaurant followingBuilding an enduring restaurant following
Building an enduring restaurant following
 
The Keys to Building a Great Mobile App
The Keys to Building a Great Mobile AppThe Keys to Building a Great Mobile App
The Keys to Building a Great Mobile App
 
The Four Sources of Mobile App ROI
The Four Sources of Mobile App ROIThe Four Sources of Mobile App ROI
The Four Sources of Mobile App ROI
 
Why the SMAC Stack is Going to Change the Word...Or has it Already?
Why the SMAC Stack is Going to Change the Word...Or has it Already?Why the SMAC Stack is Going to Change the Word...Or has it Already?
Why the SMAC Stack is Going to Change the Word...Or has it Already?
 
5 Mobile Trends That Will Drive Recruitment & Employee Engagement in 2015
5 Mobile Trends That Will Drive  Recruitment & Employee Engagement in 20155 Mobile Trends That Will Drive  Recruitment & Employee Engagement in 2015
5 Mobile Trends That Will Drive Recruitment & Employee Engagement in 2015
 
Dailykart presentation
Dailykart presentationDailykart presentation
Dailykart presentation
 
Why you should invest in mobile apps development?
Why you should invest in mobile apps development?Why you should invest in mobile apps development?
Why you should invest in mobile apps development?
 
Why you should invest in Mobile Apps Development?
Why you should invest in Mobile Apps Development?Why you should invest in Mobile Apps Development?
Why you should invest in Mobile Apps Development?
 
TargetSummit Moscow 2016 | 5 Ways not to get crushed by the App Ecosystem, St...
TargetSummit Moscow 2016 | 5 Ways not to get crushed by the App Ecosystem, St...TargetSummit Moscow 2016 | 5 Ways not to get crushed by the App Ecosystem, St...
TargetSummit Moscow 2016 | 5 Ways not to get crushed by the App Ecosystem, St...
 
Create A Winning Mobile App For Your Small Business
Create A Winning Mobile App For Your Small BusinessCreate A Winning Mobile App For Your Small Business
Create A Winning Mobile App For Your Small Business
 
Everything to know about web application development in 2022
Everything to know about web application development in 2022Everything to know about web application development in 2022
Everything to know about web application development in 2022
 
How to Build a Nonprofit Mobile App To Engage Supporters
How to Build a Nonprofit Mobile App To Engage SupportersHow to Build a Nonprofit Mobile App To Engage Supporters
How to Build a Nonprofit Mobile App To Engage Supporters
 
How to improve Customer Engagement
How to improve Customer EngagementHow to improve Customer Engagement
How to improve Customer Engagement
 
Zye Labs - Mobile App Development Brochure
Zye Labs - Mobile App Development BrochureZye Labs - Mobile App Development Brochure
Zye Labs - Mobile App Development Brochure
 
Optimizing Website Performance in the Age of Mobile & Social
Optimizing Website Performance in the Age of Mobile & Social Optimizing Website Performance in the Age of Mobile & Social
Optimizing Website Performance in the Age of Mobile & Social
 
Beyond the App: What makes a good mobile experience?
Beyond the App: What makes a good mobile experience? Beyond the App: What makes a good mobile experience?
Beyond the App: What makes a good mobile experience?
 
A complete guide on how to develop an on demand medicine delivery solution fo...
A complete guide on how to develop an on demand medicine delivery solution fo...A complete guide on how to develop an on demand medicine delivery solution fo...
A complete guide on how to develop an on demand medicine delivery solution fo...
 
What Basic Features Should A Fitness App Have - A Guide For Entrepreneurs By ...
What Basic Features Should A Fitness App Have - A Guide For Entrepreneurs By ...What Basic Features Should A Fitness App Have - A Guide For Entrepreneurs By ...
What Basic Features Should A Fitness App Have - A Guide For Entrepreneurs By ...
 
EXPERT ORLANDO MOBILE APP DEVELOPMENT SERVICES | NDIMENSION LABS
EXPERT ORLANDO MOBILE APP DEVELOPMENT SERVICES | NDIMENSION LABSEXPERT ORLANDO MOBILE APP DEVELOPMENT SERVICES | NDIMENSION LABS
EXPERT ORLANDO MOBILE APP DEVELOPMENT SERVICES | NDIMENSION LABS
 
App retention 2017 - 2 Dam Creative
App retention 2017 - 2 Dam CreativeApp retention 2017 - 2 Dam Creative
App retention 2017 - 2 Dam Creative
 

Recently uploaded

Computer HARDWARE presenattion by CWD students class 10
Computer HARDWARE presenattion by CWD students class 10Computer HARDWARE presenattion by CWD students class 10
Computer HARDWARE presenattion by CWD students class 10
ankush9927
 
Improving Learning Content Efficiency with Reusable Learning Content
Improving Learning Content Efficiency with Reusable Learning ContentImproving Learning Content Efficiency with Reusable Learning Content
Improving Learning Content Efficiency with Reusable Learning Content
Enterprise Knowledge
 
NVIDIA at Breakthrough Discuss for Space Exploration
NVIDIA at Breakthrough Discuss for Space ExplorationNVIDIA at Breakthrough Discuss for Space Exploration
NVIDIA at Breakthrough Discuss for Space Exploration
Alison B. Lowndes
 
Generative AI Reasoning Tech Talk - July 2024
Generative AI Reasoning Tech Talk - July 2024Generative AI Reasoning Tech Talk - July 2024
Generative AI Reasoning Tech Talk - July 2024
siddu769252
 
Uncharted Together- Navigating AI's New Frontiers in Libraries
Uncharted Together- Navigating AI's New Frontiers in LibrariesUncharted Together- Navigating AI's New Frontiers in Libraries
Uncharted Together- Navigating AI's New Frontiers in Libraries
Brian Pichman
 
LeadMagnet IQ Review: Unlock the Secret to Effortless Traffic and Leads.pdf
LeadMagnet IQ Review:  Unlock the Secret to Effortless Traffic and Leads.pdfLeadMagnet IQ Review:  Unlock the Secret to Effortless Traffic and Leads.pdf
LeadMagnet IQ Review: Unlock the Secret to Effortless Traffic and Leads.pdf
SelfMade bd
 
Redefining Cybersecurity with AI Capabilities
Redefining Cybersecurity with AI CapabilitiesRedefining Cybersecurity with AI Capabilities
Redefining Cybersecurity with AI Capabilities
Priyanka Aash
 
Choosing the Best Outlook OST to PST Converter: Key Features and Considerations
Choosing the Best Outlook OST to PST Converter: Key Features and ConsiderationsChoosing the Best Outlook OST to PST Converter: Key Features and Considerations
Choosing the Best Outlook OST to PST Converter: Key Features and Considerations
webbyacad software
 
Perth MuleSoft Meetup July 2024
Perth MuleSoft Meetup July 2024Perth MuleSoft Meetup July 2024
Perth MuleSoft Meetup July 2024
Michael Price
 
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and DisadvantagesBLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
SAI KAILASH R
 
Latest Tech Trends Series 2024 By EY India
Latest Tech Trends Series 2024 By EY IndiaLatest Tech Trends Series 2024 By EY India
Latest Tech Trends Series 2024 By EY India
EYIndia1
 
Intel Unveils Core Ultra 200V Lunar chip .pdf
Intel Unveils Core Ultra 200V Lunar chip .pdfIntel Unveils Core Ultra 200V Lunar chip .pdf
Intel Unveils Core Ultra 200V Lunar chip .pdf
Tech Guru
 
It's your unstructured data: How to get your GenAI app to production (and spe...
It's your unstructured data: How to get your GenAI app to production (and spe...It's your unstructured data: How to get your GenAI app to production (and spe...
It's your unstructured data: How to get your GenAI app to production (and spe...
Zilliz
 
Acumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptxAcumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptx
BrainSell Technologies
 
Keynote : AI & Future Of Offensive Security
Keynote : AI & Future Of Offensive SecurityKeynote : AI & Future Of Offensive Security
Keynote : AI & Future Of Offensive Security
Priyanka Aash
 
Keynote : Presentation on SASE Technology
Keynote : Presentation on SASE TechnologyKeynote : Presentation on SASE Technology
Keynote : Presentation on SASE Technology
Priyanka Aash
 
kk vathada _digital transformation frameworks_2024.pdf
kk vathada _digital transformation frameworks_2024.pdfkk vathada _digital transformation frameworks_2024.pdf
kk vathada _digital transformation frameworks_2024.pdf
KIRAN KV
 
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
Zilliz
 
UX Webinar Series: Aligning Authentication Experiences with Business Goals
UX Webinar Series: Aligning Authentication Experiences with Business GoalsUX Webinar Series: Aligning Authentication Experiences with Business Goals
UX Webinar Series: Aligning Authentication Experiences with Business Goals
FIDO Alliance
 
Zaitechno Handheld Raman Spectrometer.pdf
Zaitechno Handheld Raman Spectrometer.pdfZaitechno Handheld Raman Spectrometer.pdf
Zaitechno Handheld Raman Spectrometer.pdf
AmandaCheung15
 

Recently uploaded (20)

Computer HARDWARE presenattion by CWD students class 10
Computer HARDWARE presenattion by CWD students class 10Computer HARDWARE presenattion by CWD students class 10
Computer HARDWARE presenattion by CWD students class 10
 
Improving Learning Content Efficiency with Reusable Learning Content
Improving Learning Content Efficiency with Reusable Learning ContentImproving Learning Content Efficiency with Reusable Learning Content
Improving Learning Content Efficiency with Reusable Learning Content
 
NVIDIA at Breakthrough Discuss for Space Exploration
NVIDIA at Breakthrough Discuss for Space ExplorationNVIDIA at Breakthrough Discuss for Space Exploration
NVIDIA at Breakthrough Discuss for Space Exploration
 
Generative AI Reasoning Tech Talk - July 2024
Generative AI Reasoning Tech Talk - July 2024Generative AI Reasoning Tech Talk - July 2024
Generative AI Reasoning Tech Talk - July 2024
 
Uncharted Together- Navigating AI's New Frontiers in Libraries
Uncharted Together- Navigating AI's New Frontiers in LibrariesUncharted Together- Navigating AI's New Frontiers in Libraries
Uncharted Together- Navigating AI's New Frontiers in Libraries
 
LeadMagnet IQ Review: Unlock the Secret to Effortless Traffic and Leads.pdf
LeadMagnet IQ Review:  Unlock the Secret to Effortless Traffic and Leads.pdfLeadMagnet IQ Review:  Unlock the Secret to Effortless Traffic and Leads.pdf
LeadMagnet IQ Review: Unlock the Secret to Effortless Traffic and Leads.pdf
 
Redefining Cybersecurity with AI Capabilities
Redefining Cybersecurity with AI CapabilitiesRedefining Cybersecurity with AI Capabilities
Redefining Cybersecurity with AI Capabilities
 
Choosing the Best Outlook OST to PST Converter: Key Features and Considerations
Choosing the Best Outlook OST to PST Converter: Key Features and ConsiderationsChoosing the Best Outlook OST to PST Converter: Key Features and Considerations
Choosing the Best Outlook OST to PST Converter: Key Features and Considerations
 
Perth MuleSoft Meetup July 2024
Perth MuleSoft Meetup July 2024Perth MuleSoft Meetup July 2024
Perth MuleSoft Meetup July 2024
 
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and DisadvantagesBLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
 
Latest Tech Trends Series 2024 By EY India
Latest Tech Trends Series 2024 By EY IndiaLatest Tech Trends Series 2024 By EY India
Latest Tech Trends Series 2024 By EY India
 
Intel Unveils Core Ultra 200V Lunar chip .pdf
Intel Unveils Core Ultra 200V Lunar chip .pdfIntel Unveils Core Ultra 200V Lunar chip .pdf
Intel Unveils Core Ultra 200V Lunar chip .pdf
 
It's your unstructured data: How to get your GenAI app to production (and spe...
It's your unstructured data: How to get your GenAI app to production (and spe...It's your unstructured data: How to get your GenAI app to production (and spe...
It's your unstructured data: How to get your GenAI app to production (and spe...
 
Acumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptxAcumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptx
 
Keynote : AI & Future Of Offensive Security
Keynote : AI & Future Of Offensive SecurityKeynote : AI & Future Of Offensive Security
Keynote : AI & Future Of Offensive Security
 
Keynote : Presentation on SASE Technology
Keynote : Presentation on SASE TechnologyKeynote : Presentation on SASE Technology
Keynote : Presentation on SASE Technology
 
kk vathada _digital transformation frameworks_2024.pdf
kk vathada _digital transformation frameworks_2024.pdfkk vathada _digital transformation frameworks_2024.pdf
kk vathada _digital transformation frameworks_2024.pdf
 
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
 
UX Webinar Series: Aligning Authentication Experiences with Business Goals
UX Webinar Series: Aligning Authentication Experiences with Business GoalsUX Webinar Series: Aligning Authentication Experiences with Business Goals
UX Webinar Series: Aligning Authentication Experiences with Business Goals
 
Zaitechno Handheld Raman Spectrometer.pdf
Zaitechno Handheld Raman Spectrometer.pdfZaitechno Handheld Raman Spectrometer.pdf
Zaitechno Handheld Raman Spectrometer.pdf
 

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

  • 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. © 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. © 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. © THANX, INC. ALL RIGHTS RESERVED 4
  • 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. © THANX, INC. ALL RIGHTS RESERVED 6 ~40% transaction capture #1 app iOS first week
  • 7. © THANX, INC. ALL RIGHTS RESERVED 7 Average number of Apps on phone: 27 Time spent in top 5 Apps on phone: 88%
  • 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. © THANX, INC. ALL RIGHTS RESERVED 9 APP RATINGS AND REVIEWS TELL THE STORY
  • 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. © 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. © 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. © THANX, INC. ALL RIGHTS RESERVED 13 TWO-THIRDS OF REVENUE COMES FROM TOP 25% CUSTOMERS Customer base % of total spend
  • 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. © 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. © THANX, INC. ALL RIGHTS RESERVED 16 FAR MORE PEOPLE ARE ON MOBILE WEB THAN APPS
  • 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. © 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. © 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. © THANX, INC. ALL RIGHTS RESERVED 20 S A V E D A C C O U N T S
  • 21. P U S H N O T I F I C A T I O N S
  • 22. © THANX, INC. ALL RIGHTS RESERVED 22 G E O L O C A T I O N
  • 23. A C C E L E R O M E T E R
  • 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. © 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. © THANX, INC. ALL RIGHTS RESERVED 26
  • 27. © THANX, INC. ALL RIGHTS RESERVED 27
  • 28. © THANX, INC. ALL RIGHTS RESERVED 28
  • 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. © 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. © THANX, INC. ALL RIGHTS RESERVED 31 JOYLESS EXPERIENCES
  • 32. © THANX, INC. ALL RIGHTS RESERVED 32 INSTEAD WHAT IF IT WAS EFFORTLESS Pay As Usual Get Rewarded
  • 33. © THANX, INC. ALL RIGHTS RESERVED 33 PHONE STAYS IN YOUR POCKET OR PURSE
  • 34. © THANX, INC. ALL RIGHTS RESERVED 34
  • 35. © THANX, INC. ALL RIGHTS RESERVED 35 FINAL WORDS OF WISDOM Minimize Unnecessary IT Headaches Make It Joyful For Consumers Measure Results
  • 36. © THANX, INC. ALL RIGHTS RESERVED36 Zach Goldstein zach@thanx.com

Editor's Notes

  1. There are currently 2M unique applications live in the app store. We represent just one. And the growth is continuing at a meteoric rate. Millennials spend 23,.5 hours a day on phones So if you were a brand — whether a tech company, a consumer product or a restaurant chain — the answer is obvious right? Apps are the future and you have to jump on board or risk missing out. Unfortunately, upon closer inspection, the world of the App is not quite as rosey as it seems.
  2. Restaurant brands are rushing to mobile because they they see big players like Starbucks and Chick-fil-a with successful mobile programs and think they’re behind. They see headlines about mobile and want their brand to be at forefront. They see consumer demand
  3. Of that entire universe of available applications, the average consumer has just 27 installed on their phone. The average number of apps used by the typical US smartphone owner has been stuck around 27 for four years straight To make matters worse, outside the native apps that come with the phone like texting and phone calls, 84% of all in-app time is spent in just five applications. 10% of apps that are downloaded are actually never even opened and more than 20% are opened only once. 50% of All App Time is Concentrated Within Our #1 App, and 88% is Within the Top 5 Considering the outrageous amount of time we are spending within our apps, one of the more astounding findings from a Comscore report is how much of that activity is concentrated within the small handful of a user’s most-frequented apps. An almost unbelievable 50% of all time spent on smartphone apps occurs just within a user’s #1 most used app. And nearly 8 out of every 9 minutes occurs within that user’s top five apps.
  4. Truth is consumers have no tolerance for bad mobile experiences and are very selective about what they download and even more selective about what they KEEP on their phones - - especially the first screen
  5. Just look at the ratings and reviews of restaurant apps. There are some phenomenal ones… but there are a lot of big players with really bad apps. And the ratings and reviews tell the story. This is such a poor reflection on great brands. If your restaurant had a 2 star review on yelp would that be ok? NO! The GM would be out... The front of house would be out... The chef would be replaced... But for some reason brands seem to be taking this on the chin.
  6. (comscore)
  7. (comscore)
  8. This also makes business sense.
  9. If it all seems very futile… it is. Unless you do one very important thing - - Design your app for your best customers and focus your efforts there. Everyone else can go to your mobile optimized website. Mobile optimized sites should come first.
  10. (comscore)
  11. (comscore)
  12. How do you use mobile to provide value in a way that websites can’t? What is on the phone that’s not on computer? Location data, push notifications, accelerometer
  13. Here’s a good example of how push notifications can be used - Feedback tied to purchase
  14. Here’s a good example of how push notifications can be used - Feedback tied to purchase
  15. Make this about earning? ZACH – Do you feel like this is the same as the one before?
  16. Specialties is a sandwich place that focuses on highly customized sandwiches. They used a mobile-only technology - - the accelerometer - - to develop a fun feature that allows people to shake and swipe to create their sandwich. This wouldn’t’ work for the VAST VAST majority of restaurants but it is on brand and I’m sure they were thinking about their customers when they created it.
  17. (comscore)
  18. I want to talk about loyalty programs since it’s largely the central feature of your mobile app and why people download in the first place versus just going to your mobile site. Loyalty Programs are tough to get right. They need to be joyful. Despite massive interest in loyalty programs, 60% of loyalty programs fail, as consumers stop using them. That’s due to a poor user experience With low consumer engagement, loyalty programs become cost centers, not revenue generators. And that 60% figure — that’s on average. To work, loyalty cannot be dependent on low tech punch and plastic cards, nor can it be dependent on “high” tech clunkiness. You need an effortless experience — for both merchants and consumers.
  19. Game this out with me. Brands here are assuming that every time a consumer comes in to their store they will: Get out their phone Unlock their phone Find the branded app icon on their list of 29 apps Open the app and wait for it to load Find the page in the app where they can scan a QR code Enhance their brightness on the screen so that app gets picked up by the scanner Turn off the changing orientation feature to make sure the code gets picked up by the scanner Etc. etc. etc. EVERY TIME THEY VISIT!
  20. Here’s another classic example — people are going to actually upload every receipt they ever get to their phone? Not to mention the bugginess introduced by people having apps get built by offshore developers These are some of the most important IT people can build, but companies are trying to build them with teams who can’t be relied upon for high functioning apps. Bugginess is a serious issue.
  21. Consumers ask these 2 questions before they download and keep an app.
  22. (comscore)
  23. What’s the opposite? This makes my head spin. Is this a program you want to WORK to be in? Or have you ever tried to remember which phone number or email you used to sign up for a loyalty program? The line is building up behind you and you’re struggling…
  24. So what makes an experience joyful? It needs to be frictionless, effortless and magical. (Combine frictionless and effortless?)
  25. Phone is on you at all times but that doesn’t mean that consumers want to get phones out more. Show Bad example - making someone whip out phone every time. (QR Code at checkout) This slows down lines, can be embarrassing and adds friction to the experience