Which statement is true?
Over the past 12 months ‘everyone’ has become a tech expert.
OR
‘All’ of the tech that has been used over the past 12 months to solve some COVID-19 problems will stop being used as life returns to normal.
The truth is neither statement. However, what is true is that both consumers and businesses have engaged with technology more over the past 12 months than ever before, and many have enjoyed the interaction with technology, including myself.
The Way We Pay Has Changed
I left home recently having forgotten my wallet. After a few seconds of mad panic, I remembered I had my iPhone and inside that was a trusted ‘Wallet’. This gives me access to three bank cards, all with more contactless limits than the physical cards. It’s funny, before this happened, I always made sure I had my wallet on me. Now, it rarely gets an outing and I rely on my ‘digital’ wallet (fingers crossed it doesn’t run out of battery!).
The point I am trying to make is that the way we pay for goods and services has changed. For many of us it has changed for good; not just in pubs, restaurants and café’s but in our wider retail shopping experience. Zonal reported, 76% of consumers have been satisfied with the ease of ordering from digital solutions. . The same report also said that 34% will carry on using order and pay technology after COVID measures are eased.
My digital wallet not only stores my bank cards, but I also have three coffee shop reward cards. These include a Pret coffee subscription card, two pending train tickets for business travel, my entry ticket to the Restaurant Show later this month, a hotel rewards membership card, my Arsenal season ticket (I know!) and a host of store loyalty cards.
Digital Transformation is Making Our Lives More Convenient
Do you remember the last time you paid for food and drink in a venue with actual cash?
When it comes to hospitality, card payments are still a major feature but increasingly businesses and consumers are opting for mobile order and pay solutions. There are many order and pay platforms to choose from, but when you get the right solution in place, it enhances the consumer experience. Think about the final part of the customer journey when you want to pay. Often, you’ll have to wait for waitstaff or in a queue – we’ve all been there. Nobody has ever said this is an enjoyable part of the evening, it’s just a transaction that we have to go through. If technology can make this better then I’m all for that.
18% of consumers think being able to pay immediately, and a wide choice of payment options, are the most important aspects of settling bills, that’s according to another 2021 Zonal whitepaper.
Minimum Features of Good Order and Pay Solutions
I mentioned that these digital solutions must make the consumer experience better otherwise they won’t want to use them. Paying the bill and leaving when you want to is a huge benefit. As well as, being able to reorder the same round of drinks at your table without queuing at the bar or waiting for a server to come and take the order.
Financial benefits for your businesses are a must to pay for the extra costs associated with these solutions. What order and pay enables is increased spend per head – if consumers can order or reorder their second and third round of drinks quicker, they will spend more, maximising venue revenue
For it to work for both your consumers and businesses and your customers the best order and pay solutions must have these features as a minimum:
- Order and pay (basic function)
- Quick re-order functions
- Opening a tab (just like you would with the physical card in a restaurant or hotel)
- Splitting of the bill between friends at a table
- Tipping facility, so staff are rewarded for their part in this new service experience
- Quick payment process
- A loyalty feature
All of these features must be able to be switched on and off for different businesses and their individual need
The simple fact is there is no turning back the clock – technology is an integral part of our lives and your customers expect to be able to use it when they go out.
