The Green Sheet Online Edition
September 25, 2017 • Issue 17:09:02
Mobile ordering app delivers big brand mPOS experience
Palo Alto, Calif.-based Apptizer Inc. created the eponymous Apptizer, a mobile storefront solution designed to enhance processing systems and improve the mobile customer experience. Small and midsize businesses can use the solution's wizard-based tools to create customized mobile ordering apps in minutes, without coding; the apps can be integrated with payment gateways, POS systems and ecommerce platforms, the company stated.
The turnkey solution facilitates a range of mobile ordering capabilities, including instant notifications, order status tracking, discounts and promotions, logo and color scheme branding, and real-time menu/product catalog updates. Also included are preconfigured, industry-specific templates with recommended market pricing. "We live in a very impatient society," said Dinesh Saparamadu, Chief Executive Officer and founder of Apptizer. "Customers are no longer willing to wait in line, and merchants are using self-service models and push notifications to reduce wait times."
Bill Vasquez, the company's Director of Channel Sales, added, "All merchants have to do is upload their logo and product pricing to receive an Android app within a few hours, or an Apple-approved iOS app within a few days. Apptizer merchants own their customer data, which enables them to create segmented, targeted promotions while fully controlling the customer experience."
Merchant, reseller benefits
Apptizer can improve brand identity and customer loyalty, which are two major areas of need, Vasquez noted. "Merchants can increase revenue and compete with larger retail and hospitality brands," he said. "Apptizer can also help reseller partners improve merchant account retention and generate new sources of recurring revenue." Vasquez stated that merchants and sales channel partners who have implemented the app are reporting increased orders, reduced labor costs and enhanced customer loyalty. The app's open architecture and extended application programming interface library are designed to simplify and automate all facets of integration with back-end processing systems and ancillary applications such as those supporting gift and loyalty programs.
When customers order ahead with the Apptizer mobile app, participating merchants receive the orders on connected tablet devices or modern POS systems, including Poynt and Clover, Vasquez said. These connected devices can be paired with Bluetooth printers to issue instant receipts in pick-up and delivery zones.
Convenience, engagement, value
The key to making an app successful is convenience, engagement potential and long-term value, Apptizer representatives stated. Following are examples the company provided for how retail and hospitality merchants can use Apptizer to enhance the customer experience. They can:
- Personalize their brand message by leveraging customer data
- Offer unique value by integrating loyalty, gift and rewards programs
- Increase Internet presence and word-of-mouth by allowing users to share their experiences on social media
- Support order-ahead and pay-ahead options by integrating the app into POS systems
- Use push notifications to update customers on order status and targeted, personalized offers
- Enable single-click, in-app purchases
- Update menu items in real time
- Reduce and eliminate customer wait times with order-ahead capabilities
- Access enhanced reporting and purchase history to send targeted offers to customers
Solve retail's last mile
"Apptizer brings in the last mile integration point through a native application by forming strategic partnerships with ecommerce and POS terminal vendors, helping these vendors complete the loop with respect to offering an end-to-end digital experience to their customers," Apptizer representatives stated.
Saparamadu and Vasquez expect to see continued growth in mobile app and storefront development as business owners increasingly use mobile solutions to improve the customer experience. With growing consumer adoption of smartphones, merchants must reduce the gap between what customers want and what they can offer, by delivering agile and seamless mobile solutions, they noted. "Smartphones have become a necessary channel of communication for business owners; just having a web page is no longer enough," Vasquez said. "Businesses must support mobile users to stay relevant."
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