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Mobile Order & Pay hasn’t yet lived up to the hype: here’s why

Chris Riley | Marketing Manager, Wi5

The Mobile Order & Pay ‘revolution’ can bring all the benefits you’ve been promised – but only if your customers are enabled to use it

If you’re a professional working in the restaurant, hospitality or entertainment space, we’ll hazard a guess that you’ve already heard a bit about mobile order & pay solutions, and how they will redefine customer experiences for the millennial mindset and transform operational efficiency. GIven the wealth of research showing demand for mobile payment solutions, all you need to do, the story goes, is offer your customers a new branded app, and “boom!” queues will be a thing of the past as everyone orders and pays from the comfort of their own phone.

But chances are, you’ve also got first or second-hand experience of such an app that hasn’t lived up to the hype. Despite all the market insights, positive user testing and excitement of setting KPI’s based on faster throughput and increase in ATV’s, uptake was painfully slow.

So why aren’t more customers ordering and paying by mobile?

The answer, as always with these things, is in the user experience.

Whatever the potential future benefits of having a mobile order & pay solution, customers will always go to the easiest and most rewarding experience at the time – and once you are in a restaurant or coffee shop, it’s usually easier to wait for a bill or stand in a queue than search for an app, download, register, and learn how to use it. And, let’s face it, we’re all tired of having an “app for that”. And that. And that.

And the industry stats back up this up; In April this year, Morgan Stanley announced that Apple’s App Store experienced a 5% fall in app downloads YoY. And according to a recent report by Zipwhip, more than 60% of today’s consumers say they are unwilling to install a new app in order to communicate with a business.

But with mobile payments across all sectors predicted to explode in the coming years, it seems that when it comes to ordering and paying for food and drink, most customers are still striving for a mobile solution that delivers benefits immediately, without the effort and potential frustration of a lengthy download and registration process.

The Wi5 Order & Pay solution is designed with absolute simplicity at its heart – helping customers instore to beat the queues or cut out delays waiting for the bill without any of the usual mobile frustrations.  By offering a customised mobile experience that delivers on immediate connection to guest Wi-Fi, users are just one click away from starting their order, and a few clicks from completing their purchase – with no frustrating visits to the app store or cumbersome downloads. By simply making it easily accessible to all, the smartphone-led revolution of reduced queues, increased operational efficiencies and higher ATVs suddenly seems a lot more plausible.

So maybe the mobile order & pay promised land does exist, you just need to help your customers find it.

Wi5 is a mobile Order & Pay solution that allows consumers to make fast and convenient in-venue transactions on immediate connection to guest Wi-Fi – without any need to download an app.

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