In New York, bars and restaurants are recently testing mobile payment applications that can be used to pay for services and products. Mobile payments have been on the agenda for digital marketers for a while now and many have been wondering when mobile payments will finally break through and revolutionise the way in which consumers are purchasing goods and services and how payments can be made much easier through mobile devices. “The Royal” a New York based bar is now one of the first ones to test a new mobile payment application that actually drives consumers into the bar through the use of location-based offers. This is something quite unique so far and its no surprise that other similar apps are also on the market, making it necessary for this app to distinguish itself through the use of a back-end CRM system was well as Bluetooth Low Energy (Mobile Commerce Daily 2014).
HOW DOES IT WORK?
The Royal bar is using the mobile apps Dash as their payment option allowing consumers to set up tabs and also checkout by themselves. Most consumers do own and carry around a Smartphone making this a good way forward with regards to allowing consumers another option of how to pay for their drinks and food. Owners of the Royal do believe in this new way of payments and are sure that in the future this will be a good way forward for bars and restaurants to revolutionise the way in which consumers are paying using their mobile devices.
Currently, the app “Dash” can be downloaded from the App Store and consumers going into participating bars and restaurants in New York can check-in and link a bank account to the app. Once this setup is completed, consumers can then see their tab in real time, and checkout when leaving the restaurant. The bill will then be settled by using the consumer’s bank account. In case a bill needs to be split, this is also possible within the app. For consumers this means having the opportunity to pay at any time.
The Royal is planning to place stickers in their windows that lets consumers know that they can use the app to do mobile payments. As the app needs to be further promoted, The Royal is also promoting it through rewarding consumers using the app and checking in with the app through social media. In New York there are quite a few restaurants and bars that are taking part and offer consumers to pay by using Dash which means that once a consumer is set up, its very easy to pay in several different bars with their Smartphone.
For owners of restaurants and bars, Dash is offering a Dashboard that enables them to understand their consumers further. Drinks that have been ordered the most can be identified and also consumption patterns can be shown over time. This can then help restaurants to form a better understanding of the consumer behaviour and help them decide what push notifications should be sent out. Push notifications are sent out when consumers are near the bars and restaurants that offers and notifies consumers that they can pay in these establishment by using the app. IBeacon has been tested so far in restaurants in a beta version and will soon be rolled out. In the future, it will also be possible for participating restaurants and bars to tailor and personalise push notifications to increase traffic into the restaurants.
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