By Phil Talbot – go to guy | mobile ordering | saavi
Businesses are growing even stronger with its new location-based Mobile Ordering App campaign. This new marketing push entices more customers as menu items, store locator and gift cards are but a slide in one’s smartphone.
Mobile Ordering App: A Strong Marketing Push Forward
The giant food-chain’s new Mobile Ordering App campaign is being run within The Weather Channel’s iPhone app.
A Mobile Ordering App is a great marketing tool. By adding a locator into the service, this effectively drives in-store traffic a whole lot faster than non-mobile ads.
Accordingly, Ping Mobile’s marketing director Shuli Lowy reinforces this idea saying mobile is “no longer an option”. The executive whose office is in Beverly Hills, CA further exposes the advantages of mobile via statistics.
Startling Mobile Ordering App Statistics
Lowy reveals that 95 percent of people using smartphones conduct routine restaurant searches. And of those, a whopping 90 percent convert not a day after but within the day—finding time to go out and eat on the same day.
The Mobile Ordering App is definitely pushing marketing frontiers faster. An even more surprising number: 64 percent of those people who use the Mobile Ordering App convert within the hour.
Mobile Ordering App: Quick Fixes
Lowy further emphasized the importance of mobile. She explained that if it were for a special night to celebrate, most people may take time to do thorough research.
However, for a regular busy day where people are rushing in their everyday lives, the consumer will most likely give it a quick scan for a couple of local places to dine and get on with it.
Lowy is not in any way connected with Applebee’s. Her expertise lies on the subject matter on hand.
Mobile Ordering App: Getting Service Fast
The mobile banner used by Applebee starts with a friendly greeting: “See you tomorrow. Applebee’s.” And already it sounds like a mobile text short.
From the onset when consumers tap on the Mobile Ordering App ad, consumers are being asked if it is OK to utilize their current location—eliciting a “Don’t Allow” or an “OK” response.
From there the customer is guided to the landing page—actually the starting point of the gastronomic feast. This features the address of the nearest Applebee’s.
Then, the consumer is given choices of the company’s menu items in both classic and its well-known signature dishes.
Moreover, consumers may get social, giving or sharing virtual gift cards. These gifts maybe sent via email or Facebook. There is even a choice of the card amount and a way to personalise or select the special occasion.
By bringing this gift-sharing into the mix, great relationships are thereby built between customers new and old—another great Mobile Ordering App tactic.
This can only mean added customer advantage as most everyone carries a Mobile Ordering App on hand.
Applebee’s – No Stranger to Mobile Ordering App
It was in 2011 that Applebee’s first introduced its Digital Gift Cards. This is an initiative that allowed consumers to purchase and give personalized gift cards via Facebook, mobile or online.
Lowy cites the need for restaurants to have the right “targeting parameters” to maximize their Mobile Ordering App. She expounds that these should include geographical targeting and timing factors.
By design Lowy concludes that Applebee’s Mobile Ordering App campaign (See previous article here https://www.saavi.com.au/mobile-ordering-drives-foot-traffic-us-applebees/ ) has been able to fuse these targeting parameters successfully. Colorful food menu options are perfect; added with additional mobile coupons thrown in, there’s no wonder why customers find dining at Applebee’s so enticing.
Phil Talbot is founder of SAAVI – the mobile ordering app specialists and the resident expert in mobile ordering systems. You can follow SAAVI on Facebook.
Source: Saavi Feeds
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