Tags: advertising, BlogTalkRadio, cellular phones, GPS targeted marketing, Linda Daichendt, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, retail, ROI, small business, SMS, Strategic Growth Concepts, The Small Business MBA Show
add a comment
We would like to thank Justin Hong, host of the BlogTalkRadio show, ‘The Small Business MBA’ for inviting our firm’s CEO, Linda Daichendt, to be a guest on his show today for a discussion about ‘Mobile Marketing for Small Business’. Topics discussed included:
- the benefits of mobile marketing
- explanations of the different types of mobile marketing
- the Federal laws that affect a mobile marketing program
- the results a small business can expect from a mobile marketing campaign
- the costs of implementing a mobile marketing campaign
- ways in which small businesses can use mobile marketing to promote their business and reach consumers
Be sure to listen to today’s broadcast by clicking HERE so you can take advantage of the special offer our CEO made available to the show’s listeners!
Tags: advertising, BlogTalkRadio, cellular phones, Linda Daichendt, marketing, mobile advertising, Mobile Marketing, mobile phones, ROI, small business, SMS, Strategic Growth Concepts, Strategic Growth Concepts for Small Business
1 comment so far
Given the precarious state of today’s economy, small businesses are on ‘high alert’ for new ways of increasing revenue. While recent technology advances provide a variety of methodologies that can be useful in achieving this goal, there is one that has only recently come to the forefront of marketer’s awareness – Mobile Marketing. This will be topic of discussion during Strategic Growth Concepts CEO, Linda Daichendt’s upcoming guest appearance on the ‘Small Business MBA Show’ on BlogTalkRadio. This show will broadcast live on Friday, July 31, 2009 at 2:30 p.m. EDT. Click HERE to learn the details about the program – and some interesting information about Mobile Marketing.
Tags: advertising, Blackberry, Cartier, GPS targeted marketing, holiday advertising plans, holiday marketing plans, iPhone, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, mobile website, Palm Pre, Polo Ralph Lauren, retail, ROI, short codes, small business, SMS, Strategic Growth Concepts, Target, Tiffany, Walmart
By Mickey Alam Khan, July 6, 2009
It’s only three months before mobile can expect to play a significant role in searching and shopping for the holidays. Marketers, agencies and vendors should gear up for the traffic and the expectations.
As is customary, marketers are already working on lists for catalog, direct mail, insert media and email drops for the holidays, along with planning print, television, radio and online buys for those with the budget. Mobile should now be included in that media mix.
First it is key to understand mobile’s role in the holidays. It certainly won’t supplant ecommerce or the wired Web. It won’t take away from print, TV or radio’s branding strengths. And it won’t compete with the catalog, mailer, insert or email.
Long on short codes
Let’s start with catalogs.
Each catalog invites users to shop via phone, mail or by entering a SKU number on the brand’s Web site. Perhaps it would be wise to add a keyword and common short code on each catalog, inviting recipients to text and opt in to the loyalty program for alerts of new deals, shipping incentives or discounts during the holidays.
A similar effort with targeted direct mail and inserts – unique keyword and short code – can actually track the piece’s efficacy in case the customer or prospect responds to the call to action.
Mentioning a keyword and short code on marketing and retail email newsletters can also encourage enrollment into the overall loyalty program with the mobile number.
Adding SMS to print, TV and radio will help track the effectiveness of print and broadcast advertising at a time when the sales pitches are at their shrillest. After all, the holidays are the annual Olympics for retail and marketing.
It’s as simple as that: a keyword and short code. But start preparing now. Wireless carriers take their own sweet time approving SMS programs, and with new requirements in place, marketers have to provide every detail about their planned campaigns.
What the carriers don’t want – and certainly will prevent at all costs – is a collapse of their network due to a deluge of commercial SMS messages. Nor do they want to be accused of spam, even if it’s a perception issue.
At any rate, expect holidays 2009 to set a record for holiday-oriented SMS messages exchanged between brand and consumer.
Site to see
Another holiday marketing tool that requires immediate attention is a mobile or mobile-friendly Web site.
With the falling costs of creating a mobile site and the plethora of plug-and-play services out there, retailers and marketers have little excuse to dither on creating a mobile Web presence targeting consumers on the go.
What would consumers on the go like from their favorite brands’ mobile site? Several functionalities including a search engine for merchandise, store locator, gift-finder tool, list of best-sellers and prices, sales promotions, SMS signup, package tracker and, in some cases, the ability to buy from that site.
Smart mobile sites will also include the click-to-call functionality, linking the shopper to the pertinent store.
Obviously most of these functions would work well only on sites customized for smartphones. But it’s a necessary first step to create user-friendly mobile sites for the iPhone, BlackBerry, Palm Pre and more sophisticated HTC, LG, Samsung, Sony Ericsson, Motorola and Nokia phone models.
A smart accompaniment to the mobile site is the mobile application incorporating some, if not all, the functionality available on the marketer or retailer’s mobile site.
Brands can use their store marketing or other channels such as mail, catalog, print, email or broadcast ads to urge consumers to download their app from the pertinent app store.
Make sure the app is compelling if it is not to be deleted within days of download. Occupying valuable screen real estate on, say, an iPhone, BlackBerry or Palm Pre, is a branding privilege that should not be abused.
That takes care of the merchandising and mobile marketing sides of mobile. How about mobile advertising?
Well, now’s the time to make smart buys across leading media sites.
Brands such as Polo Ralph Lauren, Tiffany and Cartier as well as Walmart and Target should be locking up deals with trusted publications including The New York Times and The Wall Street Journal. They should lock in key positions for their ads to run on those publications’ mobile sites.
These brands can also strike deals with magazine publishers such as Time Inc. or Hearst to incorporate mobile into their multichannel media buys. Mobile ads can run not only with the publishers’ sites but also within their apps as part of sponsorship deals.
All mobile ads, once clicked on, will link to special landing pages with the desired call to action or to the mobile site. As simple as that. It’s been done on the wired Web and there’s no reason why it can’t be replicated on mobile.
Look, it’s very simple: When one in 10 working-age Americans is out of work, when the nation’s mood swings between optimism and pessimism, when the national savings rate is going up, the only way that marketers will get consumers to spend is through marketing and its desired end – creation of desire.
These ideas are basic and require little effort but consultation and working with the brand’s agency or mobile marketing firm. The time has come for brands to recognize that if they want the holiday merchandise to move, they must be as mobile as their customers and prospects. Call now.
Should you be interested in learning more about mobile marketing and how it can help grow your business, please review the mobile section of our website, additional mobile marketing articles within this blog, or contact us directly via the website or email at email@example.com for a FREE initial consultation.
Popeye’s mobile campaign garners 54 percent opt-in July 3, 2009Posted by StrategicGrowth in mobile, Mobile Marketing, Strategic Growth Concepts.
Tags: advertising, case studies, cellular phones, demographic targets, GPS targeted marketing, marketing, mobile advertising, Mobile Marketing, mobile phones, Opt in, Popeyes, Popeyes Chicken, retail, ROI, SMS, Strategic Growth Concepts
By Giselle Tsirulnik, June 30, 2009
Popeye’s mobile coupon campaign that promotes the fast food chain’s three-piece chicken dinner has achieved a 54 percent double opt-in.
Cox Media is running television spots in Wichita, KS, encouraging consumers to text the keyword POPEYES to short code 74642. Ping Mobile powered the campaign. Already 750 consumers have texted and more than 50 percent have opted in for future communications from Popeye’s.
“This type of mobile advertising campaign was a perfect fit for the Popeye’s stores in Wichita,” said Mike Orr, account executive at Cox Media.
“With the ability to directly engage clients with coupons and offers that provide the client with detailed feedback of what day of the week as well as what time of day that a response was generated from a product placed ad is a tremendous validation of return on investment,” he said.
Consumers that texted in received a message that said, “Show this msg at Popeye’s Chicken & get a FREE 2PC DINNER with ur purchase of a 3 pc dinner & medium drink. Hurry into Popeye’s TODAY offer ends 7/31/09.”
Then consumers are asked whether they would like to join to receive future communications from Popeye’s.
The message says, “Reply YES to join the Popeye’s Chicken VIP Club! U’ll get MORE Xclusive offers just like this one right 2 ur phone! Mx3msg/mo. Std txt rts apply. Reply YES now!”
Consumers that join the Popeye’s mobile VIP Club get the following message, “Success! UR in! To quit txt STOP@anytime. Don’t keep the savings to yourself – tell your family and friends to get in on it too by texting POPEYES to 269411!”
“The strategy for this client was to find a unique and fresh way of promoting their three piece dinner- combining a great promotional offer, with a spontaneous and convenient method of redemption,” said Shira Simmonds, president of Popeye’s mobile service provider.
The results of this campaign show how positive an impact mobile marketing has had on the Popeye’s promotion.
Ms. Simmonds also said that the challenge for Popeye’s was using a newer medium while retaining the traditionalism and authenticity of its brand.
In addition, Popeye’s was faced with finding a way of integrating mobile into their redemption solutions.
Mobile was a perfect tool for the Popeye’s brand because it enabled them to reach out to their target demographic (families) via a medium that is not only accessible to them, but also one that is their most personal and convenient device.
Popeye’s also made sure that the offer was relevant and appealing to the target – a mobile coupon for a discount on dinner provides added-value to families in a time of economic uncertainty.
The fast food chain is distributing its mobile coupons via other avenues as well, including a mobile couponing campaign offering free two-piece chicken dinners (see story).
While results of 54% opt-in are certainly not standard for mobile marketing, the results ARE typically much higher than most traditional forms of marketing. Results of 10 – 15% are fairly standard, though many mobile campaigns have achieved a response rate as high as 30%, compared to direct mail which typically results in a 2 – 3% response rate.
Should you be interested in learning more about mobile marketing and how it can help grow your business, please review the mobile section of our website, mobile marketing articles within this blog, or contact us directly via the website or email at firstname.lastname@example.org for a FREE initial consultation.
Hispanics Online: Young, Mobile and Bilingual July 3, 2009Posted by StrategicGrowth in Web 2.0.
Tags: cellular phones, hispanic demographic, internet marketing, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, SMS, Strategic Growth Concepts, Web 2.0
add a comment
|The US Hispanic Internet population is growing—in numbers, broadband connections and time spent online. eMarketer estimates that this year there will be nearly 23 million Hispanics online, over 50% of the US Hispanic population.The Hispanics Online report analyzes the trends driving the growth of this young, mobile and vibrant population.
Hispanics make up 12.3% of the US Internet population in 2009, and will increase to 13.9% in 2013.
Like its offline counterpart, this group of Internet users is young—63% are under age 35—and mobile. Some 81% of Hispanics own a cellphone, and for 25% of these adults, their mobile is their primary phone. They use phone features, including Internet access, at higher rates than other mobile subscribers.
Many marketers and online publishers are creating campaigns and Websites in English and Spanish, to reach an audience that switches between languages and cultures.
Tags: advertising, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, small business, Strategic Growth Concepts
Below for your review are case studies of recent mobile marketing campaigns implemented by several well known brands. Items of note in these campaigns are:
- the integration with other aspects of their marketing program
- the results tracking and analysis
- the multi-faceted mobile approach that the firm’s utilized to maximize the marketing capabilities being presented to marketer’s today
As you read the article, consider the specific tactics being utilized and how they might be translated to benefit your business. Should you be interested in learning more about mobile marketing and how it can help grow your business, please review the mobile section of our website, mobile marketing articles within this blog, or contact us directly via the website or email at email@example.com for a FREE initial consultation.
David’s Bridal Takes Prom Dreams Mobile
Brian Quinton, June 10th, 2009
I’ve just received congratulations on my successful high school graduation and been asked to share my memories of the senior prom. It’s a bit hard to think myself back to those days—to give a hint, the song for the graduating class of Manhasset High was that new hit “Bridge over Troubled Water”—but for the folks at David’s Bridal, I’ll try.
Of course, I’m probably not the target for their recent mobile marketing campaign built around high school prom-goers. I simply signed into the marketing initiative in early May because it struck me as a well integrated, easily understood campaign that promised some benefits to the user while raising awareness and driving traffic for the company’s Web site and its 300 retail shops—exactly what mobile seems to be able to do well, and quickly.
Basically, girls thinking about the prom as far back as last February were targeted with print ads that induced them to text the keyword “PROM” to a short code to get content on their cell phones.
But that content went beyond a simple brand awareness message about David’s gown inventory. Recipients were asked to connect via their phones to a mobile Web site, http://m.davidsprom.com, and to vote for their favorite among five prom dress styles, from classic and dramatic to exotic and fashionista. Participants whose phones couldn’t connect to the Internet were able to respond to the e-mail and get the pictures sent to them directly.
Asking users to choose among several options accomplished a few goals. First and foremost, it got users actively involved—always a good thing. Besides making their own choices, they could also forward either the e-mail with the pics or the mobile Web itself site to their friends.
In addition, the results of the voting gave David’s some early-season merchandising insight about what styles and categories were likely to be popular once buying began.
“David’s Bridal was able to gain access to insight that would not otherwise have been available until they were in the middle of the season. They very successfully polled the tastes of their customers going into the season. That gives them the ability to react and confirm their marketing mix.”
(Just to relieve the suspense, prom “classic” was the big style winner by far. I didn’t vote, since my own prom choice—a chocolate brown tux with flared pants and lapels the size of the tailfins on a ’59 Cadillac—wasn’t an option.)
Their mobile services provider was confident that mobile marketing in general would be an effective approach to the target audience of girls 13 to 17, but the provider wanted to make sure that the campaign’s impact would be felt to the fullest extent and in the easiest way for the consumer. That’s why it provided both an SMS option and a mobile Web site.
“Teenagers all text—that’s what they do. Research shows the average teen sends out over 1,800 text messages a month, compared to about 500 a month for the general population. But we had to allow for different messaging plans and accommodate both teens who could accept picture messaging on their phones, because that’s often an option or a service upgrade, and those who didn’t. We let those users click to the WAP [wireless application protocol] site to view the styles.
That kind of flexible approach is key to designing a strong mobile experience. Marketers have to be prepared to launch a broad campaign that gives the best possible experience over a range of phones with differences from screen sizes to functionalities. And they shouldn’t make too many assumptions about how their campaign will look at the other end of the receiver.
For example, the iPhone is one of the most popular handsets among the teen demographic, with a 24% intent to buy in the next six months, however right now iPhones can’t accept multimedia messages, a/k/a picture messaging. That function should come with a software update later this summer. But for now, simply assuming that you’re sending your campaign to a lot of high-end phones still requires some extra spadework to produce a high-end experience for the user.
That was one reason behind providing a specific mobile site for the campaign. David’s Bridal also had a prom-centric standard Web site and in fact promoted sign-ups for the mobile campaign at that site starting in late February. And of course iPhone users could reach that site without issues. But a full-featured Web site like that would take a long time to download to even a smartphone and might not work properly or easily once it did.
So the mobile services provider built out a David’s Prom site optimized specifically for mobile. If you’ve never seen one of these laid out, they look like a string of separate panes in a line rather than the usual single Web page with a number of modules. Time was, each pane would have to include navigation tools so users could click to the next one, usually positioned at the top so they were accessible even if the bottom was cut off by the phone’s frame. Now enough people have either scroll wheels on their phones or touch screen capabilities that those tools don’t need to take up valuable screen real estate.
Mobile sites also offer stripped-down functionality compared to a standard Web site. For example, the David’s Prom mobile site didn’t offer the video clips, product search or e-commerce options available at the main Web site: just photos of the dresses in the five categories, a link within each category to see a second dress sample, the DBprom.com URL and the “Forward to a Friend” link.
The mobile services provider did make sure to provide one function at the mobile site, however: a store finder that let users get locations and store operating hours by inputting their ZIP codes. Mobile users who responded to the gown vote via SMS were also sent a thank-you note that allowed them to text in their ZIP to get the address of the nearest David’s Bridal—making the mobile channel to drive in-store traffic.
Ubiquity is one virtue of mobile, of course; users are likely to have their phones available whether they’re home or out in the world. So making it easy to find a nearby outlet for something you’re already interested in buying or browsing can make a campaign that much more effective. In this case, per the mobile services provider, the mobile store locator saw heavy use—one indication the message was reaching an audience who were already heavily in-market.
(Of course, ZIP codes only work when you know them. Notifying customers of nearby stores when they’re off their home turf and may not know the ZIP code they’re in will have to wait until GPS phones are more plentiful—and may require a specific opt-in even then.)
What about metrics? The mobile services provider offers the standard measurements associated with a Web site, of course. In terms of measuring the effect of SMS, it can keep track of the delivery rate to the carrier networks and the number of “unsubscribes” received; and since mobile churn is a fact of life, the carriers report on the number of recipients who have moved over to other networks since opting in to messaging.
Unlike e-mail, SMS currently does not offer a technology to track the message open rate. But research studies suggest as many as 80% of recipients open the text messages they receive—and since many mobile users set a tone for incoming texts, many open those messages almost as they come in.
“Depending on the network, the bulk of the text message may show up in a preview pane without the user doing anything,” he says. “That tends to increase the likelihood that someone will open a message they’re interested in.”
Kodak mobile advertising campaign sees 1.7 percent CTR
By Dan Butcher, June 11, 2009
The Kodak Gallery iPhone app
Kodak executives wanted to increase the customer base of the brand’s Kodak Express photo processing outlets in India, so they turned to mobile advertising.
The company conducted a month-long mobile advertising campaign based on an opt-in survey and a call-to-action to visit its Kodak Express outlets. To incentivize participation, Kodak offered prizes to those who entered such as a 2GB iPod Nano or a 1GB memory card.
“The mobile campaign was a sort of experiment—promoting Kodak to people with camera phones. The goals were to increase footfalls to the Kodak Express outlets in India and to consolidate user profile and behavior understanding from Kodak Express users.”
Kodak is a leading global provider of conventional, digital and blended photo print production environments, with a brand that is recognized worldwide.
Faced with a crisis of epic proportions—the death of film and the rise of digital photography—Kodak has shifted its strategy to mobile (see story).
Kodak has embraced the camera phone and its marketing applications
Kodak Express outlets, located in cities worldwide, are a one-stop destination for photo printing, products and accessories, as well as photo customization and personalization.
Kodak executives, seeking ways to both increase foot traffic to stores in India and gather and consolidate user profile and preference information from Kodak Express customers, decided that a mobile advertising campaign would be the best option for getting maximum results for their ad spend.
The goals of the mobile campaign were to create awareness of Kodak Express, drive foot traffic and gather information about its customers’ desires and preferences via the survey.
A Kodak mobile ad
Kodak ran both text and banner advertisements and target its campaign broadly to men and women between 15 and 40 years-of-age throughout India, with no specific city or regional targeting.
For its mobile ads, Kodak went with simple, concise messages: “Kodak Express Shoot It Win It!” and “Print them now. Win them now!”
As an incentive for completing the survey, the company devised a contest that required users to make 50 prints at a Kodak Express outlet from a digital camera or camera phone.
Once potential customers completed the survey, they were entered into a drawing to win a 2GB iPod Nano or a 1GB memory card.
In order to complete their contest entries, they were prompted to enter their name, mobile number and camera capacity.
They were then redirected to the nearest Kodak Express outlet to complete the process by ordering the 50 prints.
The results were impressive, and serve as an example of how creative, targeted mobile advertising can give companies a cost-effective boost to their sales and marketing efforts.
In one month, the campaign generated 11 million visits to the survey landing page, with a click through rate of 1.7 percent.
But beyond the numbers, Kodak gathered important information for future interaction with its customers through the survey component.
The Kodak team also gathered mobile numbers it could use for future SMS marketing, and was able to gather information about its customers’ camera capacities and functionality so it could better serve them in the future.
The advantages of mobile for the campaign were clear. Usage of the Internet on mobile phones is huge in India.
At the end of last year, there were more than 346 million Indian wireless subscribers and the market was growing by approximately 10 million new subscribers per month.
Much of the growth of the mobile Internet in India follows a trend we have seen in many countries throughout the world, where the mobile Web is used as a primary Internet connection by people who otherwise do not have access to a PC at home.
That said, mobile advertising has several other significant attributes that made it an advantageous choice for Kodak.
Most importantly, mobile is a more active medium than other options, according to Kodak’s mobile services provider.
Even though many people use the mobile Internet while at home or work, mobile still has perhaps the strongest call-to-action component of any type of advertising available, because it makes information literally accessible at the touch of a button, significantly narrowing the gap between the marketing message and action on the part of the consumer.
This attribute fit perfectly with Kodak’s desire to increase traffic to its Kodak Express stores.
Particularly important to Kodak was the fact that the selected mobile services provider’s network is global, and the company has experience serving the Indian market.
In fact, the Indian market is currently No. 2 in total mobile advertising page views generated though their network.
Kodak had the ability to target ads by geography, makes and capabilities of handsets, as well as more specific demographics like age and interests.
Kodak decided to target mobile Internet users in the “Community, Entertainment and Lifestyle,” “Information,” “Mobile Content (news and related content)” and “Search/Portal Services” categories.
Additionally, the providers network allowed Kodak to use different types of mobile ads and implement a mobile survey that would allow it to gather information from consumers.
Kodak wanted to attract a broad range of potential customers, which was reflected by its tactical approach to the campaign.
There were a couple of distinct takeaways from the campaign that advertisers can take to heart.
The first is that engaging potential customers in a multi-faceted mobile marketing experience is essential for strong results, according to mobile provider.
In this case, contact with the Kodak brand started with the banner ad, which redirected customers to a landing page that let them take the survey, enter the contest, prompted them to find the nearest Kodak Express outlet from the “store locator” and finally encouraged mobile Web users to become customers—thus completing the cycle of customer engagement.
The second lesson is comparatively simple but no less important: Use clear, straight-forward marketing messages—a particularly important piece to mobile marketing campaigns because of the inherent limitations of the screen size.
The results validate the strength of mobile advertising’s value proposition and its potential, if well executed, to help brands achieve an unprecedented level of bang for the advertising buck, according to the mobile service provider.
HarperCollins launches mobile marketing strategy
Smartphone users will be given the chance to access content related to Lauren Conrad’s upcoming novel L.A. Candy by scanning a 2D barcode on the sleeve with their handset.
Mobile phone users who do not have a copy of the book to hand can also access the content directly through a dedicated mobile internet portal, as well as through a special downloadable application.
Susan Katz, head of HarperCollins Children’s Books, said this form of viral marketing is likely to appeal to young people in particular.
She commented: “Teens use their mobile phones for everything.
“This is one more way we can offer them content to share with their friends.”
This comes after the Mobile Marketing Association predicted that spending on advertising through the mobile channel will go up by more than a quarter across the world during 2009.
Burger King enters mobile commerce full-throttle
By Giselle Tsirulnik, June 15, 2009
Fast-food giant Burger King has entered the mobile commerce arena by letting consumers place orders and pay for them their iPhone. Now that’s fast food.
The Burger King NOW location-aware iPhone application is currently being tested in the Queens, New York, area.
“The idea of the iPhone app is to go the full nine yards with a rich mobile ordering platform,” said the CEO of their mobile services provider. “This is the first case study that we have done with an iPhone application and we expect to launch these types of applications for other quick-serve restaurants we are working with.”
The selected mobile services provider helps fast-food and restaurant chains mobilize their services via mobile Web sites, and now through iPhone apps as well. Other clients include Subway and Dunkin’ Donuts.
Burger King, the nation’s No. 2 burger-and-fries chain after McDonald’s Corp., has been known for its innovation with new technology, including its highly viral Subservient Chicken online viral marketing campaign earlier in the decade. Ordering and paying through the iPhone application is part of that DNA.
The iPhone’s GPS functionality lets users skip the step of entering in an address into the app. Instead it automatically finds the Burger King location closest to them.
When users place their order and come in to pick it up, they can skip the line and just grab their food, since they have paid for it via the app.
The application also tracks and saves order history and then acts as a loyalty card by offering incentives and deals.
The goal behind this application is to drive incremental same-store sales – a key metric for the restaurant industry. To date, orders placed via the application have been 25 percent larger than in-store.
When customers start using the service, they increase their frequency of visits by 42 percent and the mobile offering takes existing loyal customers and increases their value by 75 percent.
The application is helping Burger King drive additional sales, since new customers can discover the stores near them that they may have not known about previously.
In terms of security, the application is fully secure. So, customers don’t have to worry about their credit card information being misused.
Also, the information is stored within the application, so that it doesn’t need to be re-entered each time the customer places an order.
When picking up their food, customers just need to give the last four digits of their mobile number, to confirm they are in fact the person that placed the order.
Also, their mobile services provider made it possible for the application to remember the phone ID and allowed it to pull GPS information.
“Traditionally QSRs have focused on the four walls concept, which means doing marketing within the four walls of the restaurant. They focused on what could be done in-store to make sure that patrons come back.”
“The mobile device allows them to extend where transactions take place and let customers make transactions from anywhere, therefore extending those four walls to the consumer’s hands. It is also a much more efficient way of taking an order and the payment.”