Digital
natives Gen Z and Millennial consumers expect frictionless checkout as a
standard not as something special. Complexity
free food retail today must include an ‘auto’ –‘digital’ payment option
according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Regular
readers of this blog know we have been touting the success of Starbucks digital
payment system and the rapid customer adoption since 2015. So, we ask what have you been doing to speed service
and integrate digital payments?
As
restaurant year over year customer counts continue to fall “c-store chains
including Cruizers in North Carolina, Ricker's and Family Express in Indiana,
and Parker's and Enmarket in Georgia, as well as convenience giant 7-Eleven
Inc. are testing some type of frictionless checkout in their stores. That said
they are also adding new fresh prepared meals and meal components to drive incremental
business according to Johnson.
Kimberly Otocki,
convenience store marketing specialist for Paytronix Systems, noted that mobile
is a huge component of a consumers' day-to-day lives. On average, Americans
spend 2.8 hours a day on their mobile devices, which accounts for 51
percent of their total digital media time.
Smartphones
have changed the way we interact, the way we experience life and,
because mobile devices enable consumers to get what they want in an
instant, convenience views have shifted as well, Otocki said, calling it
"the now factor." The numbers speak to that. For example:
·
86
percent of shoppers avoid going into stores with long lines;
·
74
percent of shoppers will shop at a competitor rather than a store with a long
checkout line; and
·
41
percent of shoppers will change their minds about a purchase if there is a long
checkout line.
This ongoing shift
in consumer expectations and their definition of convenience
is driving frictionless engagement.
Are you looking a customer ahead?
Looking for
success clues of your own? Foodservice Solutions® specializes in
outsourced food marketing and business development ideations. We can help you
identify, quantify and qualify additional food retail segment opportunities, technology,
or a new menu product segment. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit Facebook.com/Steven Johnson, Linkedin.com/in/grocerant/ or twitter.com/grocerant
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